For MICE tourism in Vietnam to 'take off'

WVR - With the inherent conditions and potential, Vietnam will become an attractive MICE tourism destination.
For MICE tourism in Vietnam to "take off"
For MICE tourism in Vietnam to "take off": Vietnam has a lot of potential to develop MICE tourism. (Photo:

Much potential to develop MICE tourism

Currently, Vietnam is increasingly focused on MICE tourism which has a lot of ptential for development. Many travel companies have exploited this type of tourism. Especially, after the COVID-19 pandemic, Vietnam's tourism industry continues to identify MICE tourism development as one of the industry's goals.

For many years now, MICE tourism has developed not only in quantity but also in quality. The COVID-19 pandemic made tourism service providers to be agile to adapt. In the era of industrial revolution 4.0, companies specializing in MICE need to apply technology to serve customers effectively. This is also an area which is considered as a "fertile land" of Vietnamese tourism.

Data from Saigontourist Travel Services Company shows that the number of MICE visitors in the third quarter of 2023 increased by 10% compared to the same period last year. The company has served a total of more than 40,000 domestic and foreign MICE tourists. Of which, the number of domestic MICE visitors reached 32,180 visitors.

Assessing Vietnam's MICE tourism potential, Mr. Nguyen Anh Tuan, Director of the Tourism Development Research Institute, said that Hanoi, Da Nang, Nha Trang, City. Ho Chi Minh, Vung Tau, etc, are localities with potential to develop MICE tourism. All conditions and potentials can turn Vietnam into an attractive MICE tourism destination.

Vietnam is determined to become the region's leading MICE tourism destination. The country has had infrastructure and tourist accommodation facilities in the high-end segment in recent years, especially with the title "Best MICE tourist destination in Asia" once honored at the Tourism Awards World MICE 2021. There is the potential for Vietnam's MICE tourism to "take off".

It can be said that effective MICE tourism not only brings revenue in the tourism sector but also opens up many opportunities for socio-economic access and development through meaningful conferences and seminars. international. With rich and impressive natural landscapes and a diverse and long-standing historical culture, Vietnam has many advantages in promoting the development of this type of tourism.

Still facing many challenges

MICE is a breakthrough field, leading the development of Vietnamese tourism. However, Vietnam still does not have its own strategy for developing this type of tourism nor does it have in-depth statistics and research on types of tourism and the MICE tourism market.

In a statement, Mr. Vu The Binh, Chairman of the Vietnam Tourism Association, said that MICE tourism is a very important activity in the tourism industry and has been developing for a long time.

However, he said that Vietnam still lacks facilities to develop this type of tourism. At the same time, developing MICE tourism is not easy because it requires two factors: having enough infrastructure to organize large events with thousands of people, and secondly, technology. The application of achievements of the 4.0 Industrial Revolution is carried out in all fields. Therefore, MICE tourism must be at the forefront of applying high technology to accelerate efficiency in communication of this type of tourism.

For MICE tourism in Vietnam to 'take off'
For MICE tourism in Vietnam to 'take off': Foreign tourists at Tuan Chau International Passenger Port. (Photo: Tourism Magazine)

Besides, it is necessary to invest and build facilities to serve MICE tourism. Organizing MICE is not simply organizing an event or conference. MICE tourism workers need to know how to serve as many visitors as possible to attend MICE, from eating, staying, sightseeing, shopping, enjoying culture, etc. In addition, the exploitation and development of the MICE product line is still ongoing, facing many challenges and stiff competition from countries in the ASEAN region.

Therefore, to sustainably develop the international tourist market, it is necessary to synchronize many areas such as building new tourism products, improving the service quality of service providers, and at the same time. enhance tourism promotion. Howver, in reality, these issues are currently weak points in Vietnam.

For sustainable development of MICE tourism

According to statistics from the Vietnam National Administration of Tourism, MICE tourism can bring in 4 to 6 times more revenue than other types of tourism. The World Tourism Organization also forecasts that by 2025, the MICE tourism industry alone will earn more than 1,400 billion USD, concentrated in the two regions of Europe and Asia-Pacific.

Offering a solution, Mr. Nguyen Anh Tuan said that Vietnam's MICE tourism currently needs to have united policies and strategies for MICE tourism development. He also gave evidence that Thailand and Singapore currently have their own development strategies for the MICE type. Meanwhile, in Vietnam, most businesses are still working and researching on their own. Therefore, it is necessary to soon have a strategic direction for MICE development throughout the industry. It needs aldo the synchronous connection and involvement of localities, businesses and communities.

To develop MICE tourism, according to Mr. Nguyen Anh Tuan, it is also necessary to invest in infrastructure such as large-scale, international seminar and conference event centers. The quality of products and services is increasingly demanding and classy, ​​it is necessary to grasp the market to have suitable products and invest in professional human resources. In addition, to promote links between service providers, among ministries, branches and businesses, and within businesses is also important.

Along with the growth in the number of visitors, the scale and quality requirements and creativity of MICE groups are increasingly high. Therefore, to develop MICE tourism in a long-term and sustainable way, Vietnam must have a synchronous tourism infrastructure investment strategy. At the same time, it needs to enhance communication and promotion work.

According to experts, human resources is the most difficult problem in the tourism industry, not only for MICE but also in all other fields. Therefore, human resource training, improving the quality of MICE tourism human resources, and career supplementation also need to be invested properly. MICE tourism also changes continuously according to market demand, so with the help of technology, MICE businesses will adapt more promptly.

MICE is a type of tourism that combines conferences, seminars, exhibitions, event organization, and incentive travel for employees and partners held by their companies. MICE stands for Meeting, Incentive, Convention and Exhibition/Event. MICE is currently a type of tourism that brings huge revenue to the tourism industry in many countries.
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