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DNO - Da Nang boasts its advantages for MICE tourism experience, ranging from geographical location, infrastructure, hospitality service capabilities, and overall appeal. This is a great chance to attract more tourists to the city.
According to Mr. Andre Pierre Gentzsch, General Manager of Furama - Ariyana International Tourism Complex, Vietnam, including Da Nang, currently has a tremendous opportunity to elevate its MICE (Meetings, Incentives, Conferences, and Exhibitions) experience.
The city possesses vital assets, including an increasingly professional tourism and hospitality industry, modern conference facilities, convenient flight connectivity, highly attractive destinations, and a competitive cost structure.
At present, the key issue is to build the systems, professional expertise, and international market presence strong enough to transform this potential into high-quality local events.
In fact, elevating the MICE experience goes beyond simply upgrading event venues. It encompasses the entire customer journey, from the planning stage, guest reception, accommodation, and conference operations to dining, networking, team-building activities, and post-event interactions.
Da Nang holds unique advantages for the international MICE market. The city boasts its modern conference facilities, high-quality accommodation, the unique appeal of a coastal destination, and a wide range of options for team-building and leisure activities, with the support of local government. This creates a distinct advantage for the "business plus leisure" model, a value proposition not easily replicated by every major city.
However, the city must continue to enhance the quality and consistency of the entire MICE experience.
For Da Nang, the sea, alongside the city's scenic, cultural, and heritage assets, should serve to extend the value of the conference experience (creating opportunities for networking, team-building, and post-work relaxation) beyond choosing the tourist destination.
In 2026, the MICE tourist attraction promotion program is implemented with the theme "Da Nang - Elevating MICE Experiences". The city aims to welcome and support nearly 93,000 MICE visitors, representing an increase of approximately 12% compared to 2025.