Trillion-dollar market
A report by the World Tourism Organization shows that in 2025, global MICE tourism revenue will reach 1,400 billion USD, and is expected to reach 1,780 billion USD by 2030, in which the Asia- Pacific region plays a key role and Vietnam is a potential MICE destination in the region.
In fact, in order to exploit this large market, since the beginning of the year, Vietnamese tourism businesses have stepped up their organization to welcome large-scale tourism businesses using MICE tours. Vietluxtour Marketing and Communications Director Tran Thi Bao Thu said that since the beginning of the first quarter of 2025, the unit has received many orders and signed contracts with businesses to deploy a series of MICE group tours with the number of 100-500 guests with itineraries to explore three regions of the country such as: Hanoi, Da Nang, Central Highlands, Hue, Quang Ninh...
Similarly, Viet Travel Company recorded a 10-15% increase in the number of businesses and organizations interested in internal engagement programs compared to the same period last year. Meanwhile, BestPrice Travel Company confirmed that from mid-May to the end of August, the number of customers booking MICE tours grew the most, with technology, finance, manufacturing and retail businesses.
Hanoi Daewoo Hotel Managing Director Erwin R. Popov informed that currently in the business structure of Hanoi Daewoo Hotel, MICE tourism contributes 50% of the hotel's revenue. The reason is that MICE tourism is sponsored by the organizing business, so it attracts high-end tourists with high spending levels, creating a large source of revenue for the hotels where the events are held.
Recognizing the benefits that MICE tourism brings to the tourism industry, Director of the Institute for Tourism Development Research Nguyen Anh Tuan said that in Vietnam, the demand for MICE tourism is increasing, especially the number of visitors looking for investment opportunities to develop production and business. Since the beginning of the year, the Vietnamese tourism industry has welcomed nearly 14 million international visitors, an increase of 21.7% over the same period in 2024, of which tourists using MICE tours account for 50-60%. "In Vietnam, the MICE industry is considered to have great potential when revenue from this field can reach 7.79 billion USD by 2025 and continue to grow impressively, reaching 10.75 billion USD by 2030, with a compound growth rate of 6.67%" - Mr. Nguyen Anh Tuan said.
Hanoi needs a thorough strategy to exploit MICE tourism
The capital Hanoi with a history of 1000 years of civilization and many cultural heritages has great potential for developing cultural tourism, craft villages, resorts, experiences... At the same time, being the center of the North, traffic connecting from Hanoi to provinces and cities across the country is relatively convenient for businesses participating in MICE tourism to explore investment opportunities and develop production.
In addition, Hanoi has a modern accommodation infrastructure with 3,761 accommodation establishments with 71,256 rooms. Of which, there are 85 hotels and apartment complexes ranked from 1 to 5 stars with a total of 11,965 rooms. Not stopping there, currently 80% of employees of international travel agencies and 3-5 star hotels have university degrees or higher and can use foreign languages. Many large-scale, international-class hotels such as: JW Marriott Hotel, Lotte Center Hanoi, Grand Plaza Hanoi, InterContinental Hanoi Westlake... are capable of serving large-scale events of up to thousands of people/location.
In addition, Hanoi's restaurant and culinary service system has developed strongly, with 4 Michelin-starred restaurants. Thereby, bringing the capital's position in the world and regional culinary tourism system. With modern infrastructure but imbued with traditional culture, Hanoi has become a destination attracting Mice tourists.
Deputy Director of Hanoi Department of Tourism Tran Trung Hieu said that in order to attract MICE tourists, in addition to upgrading infrastructure, Hanoi tourism has promoted the exploitation of cultural and historical strengths to build new tours. In particular, 16 night tourism products have been launched, combining cultural experiences; developing community tourism models; piloting river tourism products from Ben Chuong Duong Do to Bat Trang port...
In order to promote those potentials and strengths, in recent times, Hanoi has successfully hosted many national, regional and world-class events. Specifically, the US-North Korea Summit, the World Economic Forum on ASEAN, the 6th Greater Mekong Subregion Summit, the 31st SEA Games and the 11th ASEAN Para Games... "The fact that the locality is continuously chosen as the venue for large-scale international conferences shows that Hanoi can develop MICE tourism products to become the strength of the capital's tourism" - Mr. Tran Trung Hieu clearly stated.
However, in order for MICE to become a strength of Hanoi tourism, Deputy Director of the National Tourism Administration Ha Van Sieu said that in the coming time, Hanoi needs to have a master plan and make appropriate investments for MICE in the direction of closely linking with the cultural values of the capital to create unique products. In addition, Hanoi tourism needs to promote digitalization, thereby helping the tourism industry optimize event organization activities. At the same time, preserve and promote cultural heritage values, through digitizing historical data. In addition, support management, connection to increase experience value and promote products to the market.
Chairman of the Hanoi Unesco Travel Club Truong Quoc Hung said that in order for Hanoi to develop MICE tourism to its full potential, Hanoi needs to develop a master plan associated with brand positioning. From there, Hanoi will not only be a conference destination but also become a "MICE capital" with its own mark. "To do this, Hanoi needs to coordinate with businesses to organize surveys and evaluate the infrastructure system, thereby identifying locations that can become new MICE centers, not only in the inner city but also in the suburbs, where there is a lot of potential for developing eco-resorts associated with event organization" - Mr. Truong Quoc Hung suggested.
Agreeing with this opinion, Chairman of the Vietnam Tourism Association Vu The Binh said that, in parallel with infrastructure development, Hanoi tourism needs to pay attention to designing unique products. Specifically, instead of just stopping at conferences or seminars, Hanoi MICE packages should integrate experiences such as visiting the old town, enjoying traditional arts, participating in culinary tours, or exploring craft villages... From there, creating a difference, making visitors remember Hanoi longer. But to do that, Hanoi needs to strengthen policies to support travel businesses, hotels, and conference centers in promoting and connecting to international markets.
“If we do well in planning, invest systematically, link MICE with the cultural identity of the capital and accompany businesses, Hanoi can completely turn potential into strength, making MICE tourism an important “spearhead” of the capital’s tourism industry in the coming period” – Mr. Vu The Binh affirmed.
Source: Economic & Urban Newspaper
Source: http://sodulich.hanoi.gov.vn/de-du-lich-mice-thanh-mui-nhoncua-thu-do-can-co-chien-luoc-dai-han.html
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