Vietnam’s MICE tourism expected to explode after COVID-19

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Vietnam’s MICE tourism expected to explode after COVID-19.
Photo: VietnamNet

MICE, a type of tourism combining meetings, incentives, conferences, and events, is evaluated as a solution to revitalise the domestic tourism market.

Many tourism establishments and some destinations in Vietnam are also implementing promotional campaigns as well as policies to attract new partners and guests for the local MICE segment.

Vietnam has emerged as a MICE tourism hub thanks to its advantages of natural landscapes and many attractive destinations and accommodation facilities that can facilitate many tourists, including some 5-star luxury resorts with beautiful beaches, suitable for events and teambuilding.

According to the Vietnam National Administration of Tourism, the revenue from MICE tourism is about six times higher than from other types of tourism. Pre-pandemic, MICE tourists often have a 3-4 times longer stay than ordinary travellers and higher spending as well. On average, each European MICE tourist to Vietnam spends between $700-1,000 per day, while Asian visitors spend more than $400 per day. The number of MICE tourists coming to travel agencies were increasing from 10 per cent to 15 per cent per year up to 2019.

Dr. Nguyen Anh Tuan, director of the Institute for Tourism Development Research said, “Many international organisations predict that when all economic sectors are restored, MICE tourism will be one of the most developed tourism forms. Because companies, after a long period of inactivity due to the pandemic, will need to meet, exchange experiences, and promote investment.”

MICE groups at this time with a scale of several tens of thousands of tourists will bring a great source of income and promise to open a brighter future for Vietnamese tourism.

Nguyen Duc Anh, chairman of Vietnam MICE Club under the Vietnam Tourism Association (VTA), said that the plus point of MICE tourism compared to many other types is that it is less seasonal and can be exploited continuously during the year.

“MICE tours depend on business programmes and activities, which can take place continuously by month and quarter. In addition, for every event or conference held, there are additional tours for delegates,” he said.

According to Do Van Thuc, business director of Dat Viet Tour, many businesses often organise tours in the early months of the year to launch new operations and projects, while the end-year tours are mostly meant for commendation. Most foreign businesses in Vietnam also associate MICE tourism with team building to tighten internal solidarity and motivate and convey corporate culture.

Although the tourism industry is still facing difficulties as it cannot welcome international visitors, the potential of the MICE tourism market has stimulated local businesses to prepare new products and services for MICE guests.

Ngo Thi Nga, director of Postum Travel, said that this year the company will build high-end service packages with comfortable resorts and private spaces to organise MICE tourism. However, this year programmes will be shorter and combined with online meetings.

Meanwhile, the members of the Vietnam MICE Club are also designing more activities and experiences to stimulate tourism demand, such as tourism organisation associated with sports activities such as jogging, cycling, rowing, and others.

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