MICE combined with experience becomes a trend
Recorded from tourism businesses in Ho Chi Minh City, in the context of tourism recovery and increasing competition, the corporate customer segment (MICE - resort tourism combined with conferences, event organization) is emerging as a driving force for Ho Chi Minh City's growth.
Talking to Lao Dong Newspaper, Ms. Tran Thi Bao Thu, Marketing - Communications Director of Vietluxtour Company, said that the trend of conferences combining work and discovery is booming. Large corporations especially prioritize tourism products with sustainable development (ESG) elements, in line with social responsibility commitments.
Many tourism businesses have proactively invested and renewed MICE tourism products. At the same time, design flexible programs to meet the diverse needs of this customer segment.
According to Mr. Nguyen Minh Man - Deputy General Director of VinaGroup Tourism Company, the unit orients the development of conference and resort (MICE - Retreat) products, aiming for a full-package experience for businesses. The expansion of urban space after the merger process also creates conditions for these products to develop more strongly.
Take advantage to elevate destinations
Ho Chi Minh City is promoting the development of the MICE tourism segment. In December 2025, the Ho Chi Minh City People's Council approved Resolution No. 62 on policies to support attracting tourist groups to attend conferences, seminars, and exhibitions combined with tourism, effective until the end of 2030.
According to Ms. Vo Ngoc Diep - Head of Tourism Accommodation Management Department of Ho Chi Minh City Department of Tourism, MICE tourism is a segment with high added value, outstanding average spending and long stays, thereby creating a strong spillover effect to service industries and the urban economy. At the same time, MICE is also closely linked to key areas such as finance, technology, healthcare, trade and innovation.
Ho Chi Minh City currently possesses many favorable conditions for MICE development, from its large economic - market position, identity triangle with urban - industrial - sea resort to a synchronous infrastructure system with more than 80 4-5 star hotels (more than 17,700 rooms) and more than 60 large-scale convention centers, along with increasingly complete transport infrastructure.
It is expected that in 2026, Ho Chi Minh City will welcome about 110 MICE tourist groups with total spending of more than 1,000 billion VND, contributing to the budget of about 146.6 billion VND. By 2030, the city aims to welcome 270 MICE tourist groups, with total estimated spending of more than 2,365 billion VND and estimated budget revenue of 342.9 billion VND.
From a business perspective, to develop this product line, Ms. Bao Thu suggested strengthening regional linkages to improve competitiveness. When effectively combining urban products and neighboring destinations, Ho Chi Minh City can transform from a tourist gateway into a complete experiential destination for international tourists and business delegations.
Ho Chi Minh City has been honored by the World MICE Awards as the Best MICE Destination in Asia for 5 consecutive years (2020 - 2024). Thereby, affirming the city's position and competitiveness on the regional MICE tourism map.
