Travel businesses in Ho Chi Minh City have recorded that the MICE market (tourism combined with conferences, seminars, events, awards) is having many positive signals at the end of 2025. The increasing attention from domestic and foreign corporations and enterprises contributes to creating a vibrant atmosphere for both domestic and international markets.
A representative of Vietluxtour Company said that in the third and fourth quarters of 2025, the unit signed many MICE contracts. Of which, domestic MICE tourism and year-end programs and events account for about 65% of the total number of MICE customers.
Notably, large-scale specialized seminars in Ho Chi Minh City, Hanoi, Da Nang... in the form of direct and online combinations are attracting the attention of foreign and foreign joint ventures.
To meet the needs, this unit has continuously diversified, upgraded and technologized products, aiming for the high-end MICE customer segment. It is estimated that revenue from this market will increase by about 35% over the same period in 2024.
Along with the efforts of businesses, the Ho Chi Minh City tourism industry also evaluates MICE as a strategic product. After the merger, the Ho Chi Minh City Department of Tourism has completed a draft policy to support MICE tourists.
In the international market, the image of Ho Chi Minh City tourism is promoted at many major events, both spreading the image of the country and people of Vietnam, and inviting international MICE corporations to Ho Chi Minh City, contributing to improving Vietnam's competitiveness in the region.
However, the Ho Chi Minh City tourism industry still faces challenges such as some high-end hotel segments that have not met the demand for international guests, especially MICE guests with high spending. In addition, human resources are still lacking in uniformity, especially high-quality labor serving this particular segment.
The Ho Chi Minh City Department of Tourism assessed that after the merger, Ho Chi Minh City will not only expand its area and population, but also create conditions for the formation of a diverse tourism ecosystem, from modern urban areas, islands to traditional culture and industrial parks.
This is an important foundation for Ho Chi Minh City to promote the development of MICE tourism - a type of tourism with great potential but has not yet fully exploited its advantages.
