A delegation of travel firms from the central coastal city of Da Nang made its debut at the Asia-Pacific Incentives & Meetings Event (AIME 2025), the leading MICE tourism fair in the region, in Melbourne Australia, from 10 to 12 February.
AIME is the largest and oldest MICE fair in the Asia-Pacific region, certified by the Global Association of the Exhibition Industry UFI. AIME 2025 connected 20,000 meetings between 1,650 buyers and 675 exhibitors including event management companies, travel agencies, associations, professional conference organizers, corporations, destination representative companies, government organizations, airlines, exhibitors. Significantly, of the 170 international buyers and more than 470 domestic buyers, three in four hosted buyers were attending the show for the first time. At the same time, AI technology was used to create compatible appointments.
According to Deputy Director of Da Nang Department of Tourism Tan Van Vuong, Da Nang has great advantages in developing MICE and golf tourism, as well as attracting high-quality wedding and resort tourists. In recent times, the tourism industry has actively researched and sought new markets to diversify the market and find more sources of visitors. In 2024, the city organized two tourism and investment promotion programs in Melbourne and Sydney, Australia.
Therefore, “participating in the AIME 2025 Fair this time, the Da Nang tourism industry hopes to strengthen connections and expand cooperation with businesses in the Australian market and countries in the Asia-Pacific region, attract more visitors in potential markets and move towards opening direct flights from Da Nang to Australian cities in the near future”, said Mr. Vuong.
During the 3 days of the Fair, the Da Nang tourism booth connected nearly 200 appointments with potential buyers in the fields of MICE tourism, golf, wedding tourism and luxury resorts from markets such as Europe, America, Australia, Singapore, India, Southeast Asia and hundreds of visitors visited the booth to learn about Da Nang tourism. Through the exchange, the partners showed special interest in Da Nang tourism products, promising the ability to connect, exchange customers and organize events, conferences… in Da Nang in the coming time.
According to the Australian Bureau of Statistics, more than 12 million Australians will travel overseas in 2024, up more than 15% from 2023. Australian tourists will stay longer (5-7 days), prioritize high-end resorts, spend more, and focus on beach resorts, golf experiences, and cultural tours. Australian tourists often prioritize specialized tours and small groups.
Australian tourists are in the top 10 international markets and are considered to have great potential for Da Nang tourism. Australian MICE tourism website – MICENET voted Da Nang as an emerging destination for MICE tourism in the region.
Australian Hospitality Alumni Network Vietnam 