In early 2024, there was a notable rise in domestic MICE tourism, emphasising the sector’s growing importance in Vietnam’s tourism industry. To remain competitive with other regional destinations like Thailand and Bali, targeted marketing strategies and enhanced infrastructure are crucial.
Mr. Tran Quoc Bao, Deputy General Director of Saigontourist Travel Company, noted a significant growth in domestic MICE tourism with a 10% increase compared to the same period last year.
In the first three months of 2024, the company welcomed over 12,000 domestic and international MICE tourists. Specifically, in Ho Chi Minh City, there were over 50 domestic and international MICE groups totalling more than 6,000 tourists.
Apart from increasing the number of groups, the size of each group has also significantly increased, with the largest group consisting of 700 visitors to Hanoi – Ninh Binh and another group of 600 attendees at a conference in Ho Chi Minh City.
Other MICE groups ranged from 100 to 500 visitors with diverse itineraries covering famous destinations across the country such as Hanoi, Da Nang, Vung Tau, Phan Thiet, the Central Highlands, Tay Ninh, Hue, Hai Phong, etc.
Similarly, at Vietluxtour, Mr. Tran The Dung, the company’s General Director, also mentioned that MICE tourism is their primary market segment, representing the largest proportion of Vietluxtour’s customer base.
According to the company’s statistics, in the first three months of 2024, Vietluxtour signed contracts with thousands of clients, marking a 35% increase in both the number of tourists and revenue compared to the same period last year.
Ms. Bui Thi Ngoc Hieu, Deputy Director of Ho Chi Minh City Tourism Department, mentioned that despite being honoured four times as the “Top MICE Destination in Asia,” the city continues to improve its MICE infrastructure and services to attract more international events and strengthen its leading position on the regional and global tourism map.
The actual construction and upgrading of infrastructure to serve many tourists is also a challenge for many authorities. For large-scale tourist groups, most organisers must divide them into smaller groups to fit transportation and destination service capabilities.
In the MICE tourism segment, Vietnam is competing with various other destinations such as Thailand, Bali, and the Maldives, which are also attracting wedding and conference tourism. Therefore, to further spread this effect to other localities, the National Tourism Administration needs to continue promoting, marketing, and finding effective ways to reach and attract target customers.
Vietnam needs to enhance its image and showcase Vietnamese culture to the world, especially in India. Advertising campaigns can focus on popular destinations like Phu Quoc, Ha Long Bay, Da Nang, as well as unique experiences unique to Vietnam.
Representatives from Asia DMC, a company specialising in organising Indian tourist groups to Vietnam, suggested that for wedding tourism, Vietnam needs to create comprehensive wedding service packages, from decorations and ceremony organisation to guest accommodation arrangements.
Collaborating with event management companies and wedding organisers in India is also an effective way to reach target customers.
Australian Hospitality Alumni Network Vietnam 