Brian Jeffrey
Recently, Vietnam has been abuzz with the arrival of a large group of Indian tourists – the largest so far from this market with 4,500 visitors. They are on a tour to explore Hanoi, Trang An (Ninh Binh), and Ha Long (Quang Ninh) from August 27 to September 3, divided into several arrivals.
This visit serves as a crucial test for Vietnam’s emerging MICE (Meetings, Incentives, Conferences, Exhibitions) tourism segment, offering a chance to promote its popular destinations and evaluate the sector’s readiness.
Vu Quoc Tri, the Secretary-General of the Vietnam Tourism Association, highlights that Vietnam is still in the initial stages of developing MICE tourism. He stresses the importance of long-term planning to foster the sector’s growth, considering the rising significance of MICE tourism globally.
Pham Ha, the CEO of Lux Group, points out the shortcomings in Vietnam’s MICE tourism infrastructure, such as insufficient facilities for large groups, poor coordination among destinations and service providers, and a lack of distinct national branding for MICE destinations.
One major setback is the absence of a compelling MICE destination brand for Vietnam, unlike Thailand, which has thrived as a prominent MICE destination in Asia through strong collaborations between its Tourism Authority and service providers.
Le Thi Hong Hanh, Director of Vietluxtour’s Hanoi branch, advocates for greater government involvement and support in developing Vietnam’s MICE tourism sector, drawing parallels with the assistance offered in countries like Thailand and Singapore.
Trinh Le Anh, a Tourism lecturer at the University of Social Sciences and Humanities, emphasizes that Vietnam must enhance its services, hotel standards, staff professionalism, and conference facilities to attract and retain MICE visitors in the long run.
Post-COVID recovery poses additional challenges for Vietnam’s tourism industry, particularly in terms of specialized human resources and the absence of universities offering comprehensive MICE or event tourism training.
Despite these hurdles, Vietnam’s MICE market shows potential for growth both domestically and internationally, with a focus on attracting large Asian groups due to proximity and cost advantages.
The Vietnam Tourism Association (VITA) and the Vietnam MICE Club (VMC) have announced the upcoming 2024 MICE Expo on September 27 at the National Convention Center, aimed at bringing together 500 businesses and 800 delegates to promote Vietnam’s MICE tourism on a global platform.
