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DNO - Da Nang is set to further strengthen its position as a leading MICE destination in Vietnam with the launch of an enhanced promotion programme for 2026, introducing a series of new incentives to attract both domestic and international event groups.
Under the theme “Da Nang - Elevating your MICE experience”, this year’s programme places a strong emphasis on flexibility and quality.
One of the most notable updates is the revised eligibility criteria, now applied to domestic groups of 70 participants or more and international groups of at least 30.
The adjustment is expected to better capture the growing segment of mid-sized MICE groups in the post-pandemic landscape.
For the first time, the city will also introduce a formal recognition programme to honour outstanding MICE partners.
Businesses bringing MICE groups to Da Nang will benefit from extended brand visibility on official tourism platforms, complimentary promotional placements for 6 - 12 months, and access to domestic and international marketing activities at preferential rates.
Another key highlight is the introduction of tailored incentives for repeat visitors.
Groups returning to Da Nang for a second time or more will be designated as “Loyal MICE Partners,” receiving exclusive vouchers for new tourism products and services, alongside preferential offers from local partners.
This marks a strategic shift from short-term attraction to long-term relationship building.
BOX: Since 2021, Da Nang’s MICE promotion programme has delivered tangible results, welcoming more than 670 delegations and nearly 234,000 visitors.
Building on this momentum, the city targets approximately 93,000 MICE arrivals in 2026, representing a 12% increase compared to 2025.
Alongside incentive programmes for MICE groups, the Da Nang Department of Culture, Sports and Tourism is calling on local tourism businesses to strengthen collaboration in promoting the city as a MICE destination.
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A key focus is the joint development of a “MICE Standard Checklist,” aimed at standardising service quality in event organisation.
This initiative is expected to enhance professionalism across the industry, ensure consistent service delivery, and reinforce Da Nang’s credibility in hosting large-scale conferences, exhibitions and international events.
Da Nang has established the Da Nang Event Destination Association (DECA) to strengthen its MICE ecosystem and boost global competitiveness.
Bringing together event, conference and tourism businesses, DECA is expected to act as a “soft coordinator,” improving collaboration and standardising service quality.
The organisation is already targeting key international markets, including Indonesia, the Philippines and Russia, through proactive promotion and partnership building.
By shifting to strategic outreach, Da Nang aims to secure a stronger position on the global MICE map and move closer to becoming a leading regional hub for conferences and events.
