Da Nang eyes top spot in Southeast Asia MICE tourism

By VNA May 7, 2024 | 04:47 pm PT

Foreign tourists at Da Nang International Airport in central Vietnam, August 2023. Photo by VnExpress/Nguyen Dong

The central city of Da Nang is setting its sights on becoming the leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Southeast Asia, with various promotion activities this year.

Last year, Da Nang supported 163 MICE groups, attracting a total of 45,344 domestic and foreign visitors. To further incentivize larger events, the city will offer support for event organization surveys to groups exceeding 500 attendees.

The municipal Department of Tourism reported that in the first four months of this year, the city welcomed 42 domestic and international MICE groups, totaling over 12,600 tourists.

They hailed from 13 domestic localities and 29 international markets, including India, Thailand, South Korea, the Philippines, Singapore and Malaysia, with the presence of multinational groups as well.

The department has been ramping up its promotional efforts, targeting travel companies and attending domestic and international tourism fairs and events.

In April, representatives from the Ariyana Convention Center Da Nang attended the Meetings Show Asia Pacific 2024 held in Singapore.

The event, themed "Asia Pacific's Role in Recasting the Global MICE Sector," saw the Da Nang delegation garner significant attention and positive feedback from international investors and partners.