According to the Da Nang Department of Culture, Sports and Tourism, Da Nang's MICE tourist attraction promotion program, issued in 2021, has brought many positive effects in attracting large-scale tourist groups to the city.
Continuing the achieved results, Da Nang tourism industry continues to adjust and supplement many new support contents, including activities to honor typical units in MICE tourism promotion with the "MICE - The Rising Wave" award.
In 2026, the MICE tourist attraction promotion program to Da Nang will be implemented with the theme "Enhancing MICE tourism experience", updated according to new MICE trends and the actual situation of the market. Accordingly, the program is adjusted separately for each market: Domestic MICE applies to groups of 70 guests or more, while the international MICE market applies to groups of 30 guests or more.
A highlight of the 2026 MICE program is the mechanism to honor businesses with practical promotional benefits, contributing to increasing brand recognition for participating units.
In particular, within the framework of the MICE tourist attraction promotion program to Da Nang in 2026 "Da Nang - Elevating the MICE tourism experience" held on the afternoon of March 24, for the first time, the Department of Culture, Sports and Tourism of Da Nang City announced the "MICE - The Rising Wave" award to honor businesses that have made outstanding contributions in attracting MICE tourists to the city in 2025.
The honored businesses are considered "leading waves", pioneering market connections, accompanying the city's MICE program and successfully organizing many MICE delegations, contributing to bringing a quality source of visitors to Da Nang.
The five typical enterprises honored include: Hoa Viet Media and Event Joint Stock Company; HBC BESTTOUR Vietnam International Travel Joint Stock Company; Representative Office of Hoa Binh International Trade and Tourism Investment Co., Ltd. in Da Nang; Vietravel Tourism Joint Stock Company; and Visit Indochina Co., Ltd.
According to the city's tourism industry, the implementation of the MICE 2026 program and business honoring activities not only affirms the direction of MICE tourism development towards professionalism and sustainability, but also demonstrates the commitment to accompany businesses in expanding markets, improving service quality and building the image of Da Nang as a dynamic destination on the international tourism map.
