Following directives from the city’s People’s Committee, Da Nang Department of Tourism is intensifying promotional activities to attract more MICE (Meetings, Incentives, Conferences, and Exhibitions) groups, with the goal of continuing to boost the city’s tourism industry’s growth.

The year 2023 witnessed remarkable success as Da Nang welcomed 163 MICE groups, totaling 45,344 visitors, and in the first three months of 2024, it welcomed 25 MICE groups, with around 9,510 visitors. Besides domestic groups, MICE groups from a diverse range of international markets such as Australia, India, Thailand, Russia, Malaysia, South Korea, Taiwan (China), Singapore, etc., have shown interest and chosen Da Nang as their event destination.

Ariyana – Furama Da Nang International Tourism Complex hosted Global Gathering 2023 (GG23) event, with 700 delegates from Employment Hero group, Australia

Based on the results of 2023, the city’s tourism industry has developed a promotional program for MICE tourism in 2024. MICE groups will benefit from various support policies depending on the group size and must meet conditions regarding permits and room usage in Da Nang. The program is expected to attract about 200 domestic and international MICE groups to Da Nang, with an estimated total of 48,000 visitors, including 38,000 domestic and 10,000 international guests. Representatives from the Department of Tourism also mentioned that during promotional trips and participation in tourism fairs, the city’s tourism industry regularly introduces partners to Da Nang’s strengths in MICE tourism, golf tourism, and wedding tourism.

With advantages in infrastructure and a diverse range of services, from conferences and seminars to art and music events, along with high-quality accommodation, transportation, and culinary services, Da Nang is always a top choice for MICE tourism. Notably, MICE tourism in Da Nang not only offers opportunities to combine work and leisure but also opens possibilities to explore one of Vietnam’s top tourist cities, especially with its location being a gateway to cultural heritage sites in Hue, Hoi An, and My Son. Mr. Nguyen Duc Quynh, Chairman of Da Nang Hotel Association, also stated that MICE tourism is considered an attractive tourism product, attracting high-spending tourist segments and diversifying the city’s tourism revenue sources.

The MahaCon 2024 event gathered more than 400 Indian businessmen at the Ariyana Convention Center Danang

Ariyana Convention Center Danang, with a capacity of 2,500 guests, combined with the Furama Resort and Furama Villas, forms the largest tourism complex in Vietnam, becoming an attractive MICE destination for domestic and international organizations. According to Mr. Prabhakar S. Singh, Director of Sales and Marketing at Ariyana – Furama Danang International Tourism Complex, MICE services not only contribute significantly to annual revenue (25%) but also form an important foundation for the Complex’s development and growth. The resort is also actively reaching out and promoting MICE services to new markets such as India, Australia, and Singapore, significantly contributing to making Da Nang an international MICE tourism focal point.

The 31st Conference of Asian Taiwan Chamber Of Commerce hosted in Da Nang

Syngenta – a leading global agribusiness company headquartered in Switzerland, also held a customer conference in March 2024 at Ariyana Convention Centre Danang, with more than 500 delegates attending. Mr. Pham Van Thanh, a representative of the company, shared, “We chose Da Nang as the destination because it is a beautiful land with the most charming coastline in Vietnam and its people are very friendly.” Ms. Phan Mai Huong, founder of SS Rice News, the organizer of the Global Rice Conference 2024, also confirmed that Ariyana – Furama Danang International Tourism Complex, with Ariyana Convention Centre Danang, has long been a symbol of professionalism and modernity with international standard facilities and top-notch service staff, making it an ideal destination for events. “We are very pleased with our choice of Ariyana Convention Centre Danang for the Conference, and look forward to returning here for future SS Rice News Conferences,” Ms. Huong emphasized.

Delegates attending the Global Rice Conference – SS Rice News 2024 at Ariyana Convention Center Danang

Owning cutting-edge facilities that meet international standards and professional services, Ariyana Convention Centre Danang, with its ability to closely cooperate with units in the city’s orientation, has become an indispensable part of Da Nang’s MICE tourism planning. The commitment of Ariyana Convention Centre Danang to continue being an ideal destination, enhancing service quality, and providing more value and choices for organizations and businesses is proof of Da Nang’s investment in creating the best conditions for MICE tourism.