MICE EXPO 2025: Promoting MICE tourism from heritage and technology

MICE EXPO 2025 opened at the National Convention Center, Hanoi with the theme "Heritage and technology in the new era".

With the theme “Heritage and Technology in the New Era”, MICE EXPO 2025 aims to position Vietnam as the leading MICE destination in Asia - a place where unique cultural identity and modern convenience intersect, encouraging MICE businesses to create products that are both imbued with national identity and meet global standards.

In his opening speech, Chairman of the Vietnam Tourism Association Vu The Binh stated: As a type of event that combines the need for relaxation and work purposes, including 4 main elements: meetings, awards, conferences and exhibitions, MICE not only brings benefits to businesses and organizations but also enhances the value of destinations, attracts investment, promotes culture, cuisine, and local people to the world, thus playing an increasingly important role in the tourism industry .

Delegates performed the opening ceremony of MICE EXPO 2025.

According to Mr. Vu The Binh, after the Covid-19 pandemic, MICE has seen remarkable growth globally. Many countries have issued incentive policies to facilitate the implementation of MICE tourism , such as: tax reduction, gifts for guests, service support for events, etc.

Recognizing the importance of MICE, since 2020, the Vietnam Tourism Association has gathered MICE businesses to establish the Vietnam MICE Club, on that basis, the MICE Tourism Association was established with a large number of members, carrying out many meaningful activities.

Typically, the MICE EXPO Forum is held every September to create trade connections between Vietnamese and international MICE businesses, and between domestic MICE businesses to learn, cooperate, exchange technology, development trends, and build a strong Vietnamese MICE tourism brand.

Chairman of Vietnam Tourism Association Vu The Binh spoke.

The Chairman of the Vietnam Tourism Association said that MICE EXPO 2025 is the first official activity of the Action Program issued by the Association to carry out the task of increasing tourism in 2025 according to Resolution No. 226/NQ-CP of the Government.

“The delegation of 50 foreign MICE enterprises attending today's event is the first delegation in the action program plan to welcome 300-400 representatives of travel enterprises from countries and territories that are key markets for Vietnamese tourism to work with Vietnamese tourism enterprises, survey destinations, products and services of Vietnamese tourism, to contribute to rapidly increasing the number of international visitors to Vietnam this year" - Mr. Vu The Binh informed.

Deputy Director of Vietnam National Administration of Tourism Ha Van Sieu spoke.

Deputy Director of the Vietnam National Administration of Tourism Ha Van Sieu affirmed: Following the success of the 1st and 2nd MICE EXPO, the 3rd MICE EXPO with the theme "Heritage and Technology in the new era" is a special opportunity to evaluate the great potential of the MICE tourism industry in Vietnam.

According to Mr. Ha Van Sieu, the nation's cultural heritage is a priceless treasure, passed down through generations, and these heritages have become a source of inspiration for many tourism events, conferences, exhibitions and other MICE activities. At the same time, in the digital age, technology has become a decisive factor, the key to opening up opportunities to develop and enhance tourism products and destinations, including MICE tourism.

“As the number of MICE tourists increases, the forms become more and more diverse, requiring smart and sophisticated management. I believe that through MICE EXPO 2025, participating businesses will solve the common problem of MICE tourism service quality, creatively and effectively connecting heritage and technology, thereby reaping many successes” - Deputy Director of the Vietnam National Administration of Tourism emphasized.

Mr. Nguyen Duc Anh, Chairman of Vietnam MICE Tourism Association spoke.

Mr. Nguyen Duc Anh, Chairman of the Vietnam MICE Tourism Association, said that 2025 is the third time MICE EXPO is organized with the desire to highlight the close connection between Vietnam's cultural identity, rich natural heritage resources and technological achievements that are shaping the future of the tourism industry.

Mr. Nguyen Duc Anh affirmed: “Heritage is not only a spiritual value, but also a foundation for unique creations in MICE experiences. Technology, in the current context, is the bridge that brings MICE tourism to further development, more professional and more sustainable. Our expectation is not to stop at a normal business meeting, but to create a meaningful journey connecting tradition and modernity, between people and technology, and above all, between Vietnam and international friends.”

Trade connection activities took place vigorously at MICE EXPO 2025.

MICE Expo 2025 attracted 150 Sellers and 1,500 Buyers from more than 800 domestic and foreign enterprises. Compared to previous years, the area of commercial and connecting space has not only doubled but the number of Buyers has also increased by 50%, especially with the participation of more than 50 international Buyers and a series of Famtrips introducing the country and people of Vietnam.

Within the framework of the event, in addition to business networking activities between MICE enterprises, a thematic workshop also took place attracting the participation of experts in the field of MICE tourism. Based on identifying the potential and current situation of combining cultural heritage and technology application in MICE product development in Vietnam, the workshop analyzed global MICE trends, the needs and behaviors of new generation MICE tourists - those who expect a harmonious combination of real and virtual experiences; thereby proposing breakthrough models and solutions in digitizing heritage, applying virtual reality (VR), augmented reality (AR), artificial intelligence (AI) ... to create unique MICE products; at the same time, recommending mechanisms and policies to promote close cooperation between the state - scientists - businesses in the journey to position Vietnam to become the leading MICE destination in the region.