MICE - FROM A TOURISM SEGMENT TO A STRATEGIC PRODUCT FOR VIETNAM
MICE is taking on a new role in Vietnam’s tourism development strategy.
At the High-Level Tourism Forum themed “MICE Tourism in the New Era: Sustainability, Connectivity, Opportunity”, held on August 27 in Ho Chi Minh City, more than 300 delegates gathered to discuss how Vietnam can turn its MICE potential into genuine destination competitiveness.
The numbers explain why MICE is gaining strategic attention:
The global MICE and business travel market is projected to exceed USD 1.8 trillion in 2026, reaching USD 2.5 trillion by 2031.
MICE travelers spend an average of 3-6 times more than conventional tourists, while staying longer and generating wider economic impacts across aviation, accommodation, transportation, F&B, retail, media and technology.
As Minister of Culture, Sports and Tourism Lâm Thị Phương Thanh emphasized: “MICE not only generates tourism revenue, but also creates opportunities to connect and shape the destination’s brand.”
For Ariyana Convention Centre Danang, the development of MICE is therefore not simply about hosting events. It is about being part of a wider ecosystem where venues, accommodation, experiences, services and destinations come together to create greater value.
As Deputy Prime Minister Phạm Thị Thanh Trà put it: “If you want to go far, go together; if you want to soar high, soar together.”
The future of MICE may ultimately be defined not by how many events a destination can host, but by how much value each event can create – for businesses, communities and the destination itself.
Image & information source for the post: Ministry of Culture, Sports and Tourism
Ariyana Convention Centre Danang – Vietnam’s Leading Events Destination
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