Domestic travel companies report surge in MICE tourism in Q1
Domestic travel companies have reported a surge in MICE (meetings, incentives, conferences, and exhibitions) tourism in the first quarter of 2024, with both tourist arrivals and revenues exceeding those recorded in the same period last year.
Hanoi (VNA) – Domestictravel companies have reported a surge in MICE (meetings, incentives, conferences and exhibitions) tourism in the fiᩚᩚᩚᩚᩚᩚᩚᩚᩚ𒀱ᩚᩚᩚrst quarter of 2024, with both tourist arrivalsand revenues exceeding those recorded in the same period last year.
TranPhuong Linh, Director of Marketing and Information Technology at Ben ThanhTourist, said her company served over 8,000 MICE tourists in the period,mostly in Vung Tau, Bien Hoa, Phan Thiet, Bac Lieu, Ben Tre, Can Tho, andHanoi. BenThanh Tourist has also recently expanded its MICE offerings to includeinternational destinations, hosting groups of 200-400 guests in Thailand, the Republic of Korea, Japan and China, she said, noting an annual growth of around 15% in the number of MICE tourists served. As MICE tourisminvolves large groups and integrates various activities such as team-building,conferences and gala dinners, Linh said her company has been selective in eachpreparation stage, from choosing suppliers and convention centres to building aprofessional and experienced staff to cater effectively to client needs.
Meanwhile,Vietluxtour identified MICE as its biggest market segment, securing contractswith thousands of clients that resulted in a year-on-year increase of 35% inboth tourist arrivals and revenue.
Vietluxtour GeneralDirector Tran The Dung said 60% of domesticMICE tourists opted for travel by car or railway, with popular routes includingHo Chi Minh City to Phan Thiet, Vung Tau, Nha Trang, Quy Nhon, Tuy Hoa, and Hanoito Ha Long, Sa Pa, Ninh Binh and Sam Son. Notably, the average spending perguest on these tours reached 6 million VND (250 USD).
Beyond increasingtrade promotion activities to tap into new markets, he said his company isoptimising tour quality 𝓰to ensure customersatisfaction and retention.
Healso anticipated a further growth in the MICE tourism segment this year, particularlyamong clients from real estate, banking, and apparel industries./.
The central city of Da Nang’s tourism department has boosted key tourism products – the Meetings, Incentives, Conferencing, and Exhibitions (MICE) and golf tour service in the Republic of Korea market – as more than one million Korean tourists visited the city in the first nine months.
Vietnam’s new e-visa policy, which took effect from August 15, has facilitated group and MICE (meetings, incentives, conferences, and events) tours, insiders have said.
Thailand’s MICE (meetings, incentives, conventions and exhibitions) industry this year is estimated to recover to 80% of the 2019 level in terms of revenue, but it may slow in 2024 as pent-up demand eases, according to the Thailand Incentive and Convention Association (Tica).
The northern port city of Hai Phong has introduced several key tourism tasks to realise the goal of 9.1 million tourists, including more than one million foreign arrivals, in 2024.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
A MICE tour group in Da Nang (Photo: VNA) 
