As the global meetings, incentives, conference, and exhibitions (MICE) tourism sector becomes increasingly competitive, Vietnam unveiled its new MICE tourism strategy yesterday, 7th August, during the High-Level Tourism Forum of the twentieth ITE-HCMC at Ho Chi Minh City's Saigon Expo and Convention Centre (SECC).
This landmark developmental blueprint centres on taking MICE travellers from meetings to meaningful experiences and from destinations to long-term value, as presented by Ho Van Sieu, vice-chair of the Vietnam National Authority of Tourism.
Ho pointed out that, at present, Vietnam has five advantageous aspects when it comes to MICE in Southeast Asia and beyond; namely:
- Its strategic location within Southeast Asia;
- Growing international connectivity;
- An incredibly diverse range of experiences in terms of culture, ecology, and heritage;
- Its ability to offer high quality experiences at a significantly lower cost than its regional peers; and
- Its traditional sense of hospitality which has, time and again, brought travellers back to its shores.
Estimating the cost of a sunshine industry
Valued at nearly US$6 billion, the Vietnamese MICE market is on a steep upward trajectory, expanding from $7.3 billion in 2025 to $7.7 billion in 2026, and projected to reach $10.3 billion by 2031.
Facing mature regional competition from established hubs such as Singapore and Thailand, Vietnam’s updated blueprint hinges on several transformative pillars.
Rather than individual cities competing in isolation for single accounts, the country’s leadership is advocating for a shared regional MICE space with its Indochinese peers.
In which case, Vietnam champions collaborative, cross-border MICE packages which merge conferences in Ho Chi Minh City with corporate incentives in Cambodia or the broader Mekong subregion.
Domestically, major economic gateways are absorbing nearby provincial assets to expand overall capacity.
Ho Chi Minh City, for instance, is leveraging infrastructure from surrounding Ba Ria-Vung Tau and Binh Duong provinces to transition from a brief transit gateway into a holistic, long-stay experience hub.
Government backing matters
This operational pivot is reinforced by legislative backing as the Vietnamese government has formalised MICE as a high-priority, strategic core of the national economy via National Assembly Resolution No. 28/2026/QH16.
Cities are deploying progressive local frameworks to secure accounts: Ho Chi Minh City now legally mandates structured financial support for large delegations, offering up to a 25 percent discount on entrance fees and subsidising up to 30 percent of venue rental costs.
Bureaucratic hurdles have also been addressed by slashing event value-added tax (VAT) rates to five percent, establishing state cultural investment funds, and rolling out simplified event-specific visa processes alongside 100 percent visa-free zones like Phu Quoc.
Sustainability matters in Vietnam
Crucially, Vietnam is addressing the fact that 85 percent of modern international event planners prioritise sustainability.
Under the country’s 2030 Sustainable Tourism Strategy, coastal hubs and major properties like Radisson Blu Resort Cam Ranh have established zero-plastic meeting environments.
Meanwhile, destinations such as Da Nang and Hoi An are legally formalising Green Event City frameworks with integrated low-emission and electric transportation grids to fulfil strict corporate environmental mandates.
Necessary fusion and investment
At the same time, industry planners are leaning into the twin wings framework, artfully weaving together authentic cultural heritage with modern tech.
Large venues like SECC and the National Convention Center (NCC) are retrofitted for seamless multi-camera hybrid setups, AI-powered operation apps, and AR/VR integration.
Simultaneously, corporate incentives are transitioning away from mass sightseeing towards bespoke Michelin-starred dining tours, luxury multi-sport modules, and mega-gala events hosted on private yacht charters or at World Heritage sites.
Likewise, heavy investment in infrastructure is directly resolving venue bottleneck capacities while appealing to high-yield industrial supply chains.
Facilities like the Vietnam Event Centre (VEC) are actively hosting specialized B2B exhibitions requiring heavy structural floor loads and machinery accommodations.
Backed by private sector developments,Vietnam is securing its position as a reliable host for global geopolitical, technological, and medical gatherings.
