Vietnam is looking to expand its meetings, incentives, conferences and exhibitions sector as international travel continues to recover. Tourism experts say the country has strong potential to attract more business events, but better promotion, modern facilities and targeted support will be needed to compete with other destinations.
The sector, commonly known as MICE tourism, brings together business meetings, company incentive trips, conferences and exhibitions. It can attract visitors who spend on hotels, transport, restaurants, shopping and local activities. Large events can also create business opportunities for service providers and support employment in tourism-related industries.
Pham Van Bay, deputy director of the Vietravel Hanoi branch, said Vietnam has several advantages that could help it develop this market. The country offers a wide range of destinations, competitive travel costs and accommodation options. It also has experience hosting major events and welcoming international visitors.
The recovery of international tourism is creating more opportunities for the sector. Hotels and event organisers are improving their services, while destinations are seeking to attract groups that travel for business purposes. This could help Vietnam build a stronger position in the regional MICE market.
However, industry representatives say the country needs a more focused strategy. International companies often choose destinations based on the quality of conference venues, hotel capacity, transport links and the ease of arranging large events. Vietnam will need to continue improving these areas to meet the expectations of major international organisers.
Targeted promotion is another important part of the plan. Tourism agencies and businesses may need to work more closely to present Vietnam as a suitable location for conferences and corporate travel. Promotion could focus on the country’s major cities, coastal destinations, cultural attractions and the range of experiences available to visitors.
Support policies could also help event organisers and tourism companies attract larger groups. Clear information, reliable services and efficient coordination between public agencies and private businesses can make it easier to arrange international meetings and exhibitions.
The development of MICE tourism could bring benefits beyond the events themselves. Visitors may extend their stays to explore local attractions, take part in cultural activities or travel to other destinations. This can increase spending and support businesses across several sectors.
Vietnam’s diverse destinations may give it an advantage when competing for international events. Major cities can provide conference facilities and business services, while coastal and cultural locations can offer additional experiences for visitors.
The sector’s future growth will depend on how effectively the country addresses gaps in infrastructure, promotion and support. With stronger cooperation between tourism authorities and private businesses, Vietnam hopes to attract more international groups and make business events a larger part of its tourism industry.
