Promoting the exploitation of the MICE customer market
At the beginning of May, Ho Chi Minh City welcomed a MICE delegation of 890 members from Indonesia, further affirming the city's attractiveness to the tourism segment combined with conferences, seminars, commendations and events.
According to Ms. Tran Thi Bao Thu - Marketing - Communications Director of Vietluxtour Company, MICE tourism in Ho Chi Minh City is recording many positive signs. The prominent trend today is to combine conference and seminar activities with the experience of exploring culture, heritage and local destinations.
In addition, large corporations are increasingly prioritizing the selection of tourism products associated with sustainable development criteria (ESG), in line with the corporate's social responsibility and environmental commitment strategy.
According to business statistics, by the beginning of May 2026, the business had completed more than 50% of its summer tourism business plan in both retail and group segments. For corporate tourism, team building and MICE have started early from the first quarter with many large-scale contracts at sea destinations such as: Phan Thiet, Da Nang, Nha Trang, Phu Quoc and Quang Ninh.
Unique advantages help Ho Chi Minh City compete with MICE centers in the region
According to Ms. Vuong Dinh Nguyen Hang - Deputy Head of Tourism Accommodation Management Department of Ho Chi Minh City Department of Tourism, MICE tourism is a product line with a lot of development potential and brings great economic value to Ho Chi Minh City. The city is possessing many core advantages to develop this segment.
The city has formed a relatively complete infrastructure platform, contributing to improving the competitiveness of the destination. Along with that is a diverse MICE service ecosystem, meeting many experience needs and catching up with global trends.
A notable advantage is that Ho Chi Minh City has become the first locality in the country to issue a policy to support MICE tourism development through Resolution No. 62/2025/NQ-HĐND. This is considered a breakthrough step, creating motivation to promote the potential of MICE tourism products and attract more international tourist groups to the city.
In addition, in its long-term development strategy, Ho Chi Minh City aims to become a leading MICE tourism, event and night economy center in Southeast Asia.
According to the Ho Chi Minh City Department of Tourism, the wave of shifting major international events to the Asian region is opening up golden opportunities for the city. If it continues to upgrade infrastructure, optimize organization capacity, enrich destination experiences and effectively implement support mechanisms from Resolution 62, Ho Chi Minh City is fully capable of becoming one of the dynamic and highly competitive MICE destinations in the region.
Not only bringing a large source of customers, MICE tourism is also considered a segment with high spending. MICE customers often use high-end services such as staying in 4-5 star hotels, organizing conferences at international standard centers, using luxury transportation services, and have a large demand for cuisine and shopping.
In addition to direct spending value, this customer flow also creates a spillover effect to many other economic sectors such as aviation, commerce, retail, transportation and event organization. At the same time, this is also an effective channel to promote the image and brand of Ho Chi Minh City destination to the business community and international tourists.
In the coming time, the city will continue to improve competitiveness through investing in modern event infrastructure, promoting digital tourism transformation, developing high-quality human resources and expanding a green and sustainable product ecosystem to catch up with the new trend of the global MICE market.
