In that general picture, Hanoi plays a pioneering role in developing MICE tourism thanks to its advantages in infrastructure, culture and synchronous development strategy.
"Golden land" of Vietnam tourism
According to the World Tourism Organization (UNWTO), MICE tourism accounts for 20-30% of global tourism revenue, with the average spending of visitors being 2-3 times higher than that of regular tourists. It is forecast that global MICE tourism revenue will reach about 1,400 billion USD in 2025, of which the Asia- Pacific region accounts for a large proportion. Thanks to its rich heritage and central location in the region, Vietnam has the opportunity to grow strongly.
Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh said that for a long time, MICE tourism has been considered a strategic spearhead, because MICE tourism not only attracts high-spending customers but also creates an effect for the development of other service industries such as accommodation, food and beverage, and shopping.
Chairman of the Vietnam Tourism Association Vu The Binh said that Vietnam's advantages are security, political stability, diverse nature, rich culture and competitive costs... creating motivation for MICE development.
In the period of 2023 - 2025, many localities such as Hanoi, Ho Chi Minh City, Da Nang, Quang Ninh, Khanh Hoa ... have included MICE in the group of key products. In particular, Hanoi, as the largest political, administrative, economic, cultural, educational and tourism center in the country, is affirming its leading position.
Hanoi has modern infrastructure that meets international standards, typically the National Convention Center with a capacity of 3,000 seats, which hosted the 2006 APEC Summit and the 2019 US-North Korea Summit. The Vietnam Exhibition Center in Dong Anh, with an area of over 900,000m², is the largest exhibition center in Southeast Asia, ranked in the top 10 in the world, capable of organizing many large-scale events, expected to make Hanoi a regional MICE center. In addition, many 5-star hotels such as JW Marriott, Melia, InterContinental, Lotte, Sheraton... with international standard conference room systems create additional competitive advantages.
In addition to infrastructure, Hanoi also possesses a rich cultural and historical treasure with nearly 6,000 relics, about 1,500 traditional festivals, along with a system of museums, theaters, craft villages... which are unique resources for building MICE programs combined with sightseeing and experiences.
In 2024 - 2025, Hanoi will continuously host many major events such as the Hanoi International Film Festival (HANIFF), ASEAN Tourism Forum, Exhibition of National Achievements in celebration of the 80th anniversary of National Day September 2, World Cultural Festival... attracting millions of visitors, contributing to promoting the image of Hanoi as a safe, professional and friendly destination.
Request for innovation
Despite many advantages, MICE development in Hanoi and Vietnam still faces many challenges. Although infrastructure has been invested, the accompanying services are not really synchronized. Human resources for event organization and conference management are still limited, especially in foreign languages and management skills. In addition, urban traffic, overload during rush hours, and the quality of ancillary services (shopping, night entertainment) need to be improved to enhance the experience for tourists.
On September 26, the MICE Expo 2025 with the theme “Heritage and Technology” held in Hanoi set out the requirements for innovation in MICE tourism. The event introduced new trends such as digital technology application, green event organization, and cultural experience combination. This is a testament to Hanoi’s MICE organization capacity, while opening up opportunities to connect with key markets such as Korea, Japan, China, India, and Europe.
Chairman of the Vietnam MICE Tourism Association, Head of the MICE Expo 2025 Organizing Committee Nguyen Duc Anh said that MICE Expo is not only a business fair but also a journey connecting people and technology, Vietnam and the world.
Deputy Director of the Vietnam National Administration of Tourism Ha Van Sieu emphasized that in order for MICE to become the spearhead of Vietnam tourism, the application of virtual reality in heritage recreation and smart event management will help build differentiated, globally competitive products.
In its tourism development strategy, Vietnam has identified MICE as a key product for the 2025-2030 period, with a vision to 2045. In this particular field, Hanoi City aims to become the leading international event organization center in Southeast Asia, associated with the brand "Hanoi - Creative City" recognized by UNESCO.
To realize this, the Vietnam Tourism industry and Hanoi have implemented many solutions. The Vietnam Tourism Association established the MICE Tourism Club to focus on organizing MICE events. Hanoi promotes the organization of major events and exhibitions such as the 2025 Autumn Fair scheduled from October 20 to November 5 at the Vietnam Exhibition Center, Hanoi Autumn Festival, Hanoi Tourism Ao Dai Festival, etc.
Director of Hanoi Department of Tourism Dang Huong Giang said that in order to develop MICE tourism, in the coming time, in addition to investing in infrastructure, organizing events and promotion, the tourism industry will focus on applying digital technology, developing smart event platforms, applying AI, VR, AR in conferences and exhibitions; designing MICE tours combining heritage experiences, cuisine, craft villages, green tourism, and opening links for experiential tourism between Hanoi and localities to create value chains.
Source: Hanoi Moi Newspaper
Source: http://sodulich.hanoi.gov.vn/ha-noi-tien-phong-trong-phat-trien-du-lich-mice.html
![[Photo] Opening of the 13th Conference of the 13th Party Central Committee](https://vphoto.vietnam.vn/thumb/1200x675/vietnam/resource/IMAGE/2025/10/6/d4b269e6c4b64696af775925cb608560)
Comment (0)