Da Nang reinvents MICE promotion through first-hand experiences
DNO - Da Nang is taking a more experiential approach to MICE tourism, inviting decision-makers from major corporations and businesses to experience the destination themselves before choosing it for their employees.
From September 11 to 13, the Da Nang Tourism Promotion Center, in cooperation with Vietravel, organised a destination experience programme for representatives of major corporations and enterprises from across Vietnam.
The participants are among those directly involved in selecting destinations and designing incentive trips, conferences, team-building activities and employee holidays.
Under the theme “Da Nang – Elevating MICE Experiences,” the programme reflects the city’s strategy of moving beyond conventional destination surveys.
Rather than simply telling businesses what Da Nang can offer, the city is giving them an opportunity to experience how a complete MICE journey can actually work.
The itinerary combined accommodation, cultural discovery, cuisine, entertainment, arts and interactive activities in Da Nang, including Hoi An.
Participants visited the Museum of Da Nang and Hoi An Ancient Town, explored Bay Mau Nipa Palm Forest and experienced local craft-making at The Hang Art under the theme “Back to the Originals.”
The programme also offered distinctive evening experiences, including watching the Dragon Bridge’s fire-breathing performance from a tourist boat on the Han River.
Participants explored accommodation and resort products at Da Nang Mikazuki Japanese Resorts & Spa and Almanity Hoi An Resort & Spa, gaining first-hand insight into facilities and services that could be incorporated into future corporate programs.
This approach recognizes a growing expectation in MICE tourism: businesses are not merely looking for a place to hold meetings, but for destinations capable of delivering memorable experiences for large groups.
For enterprises, direct experience can also make destination selection more practical. A craft activity can become a team-building highlight; an artistic performance can add cultural depth; an evening cruise can create a memorable moment, while resort facilities can provide space for relaxation and rejuvenation.
The strategy comes as Da Nang strengthens its position as a major MICE destination.
The city has set a target of increasing MICE arrivals by around 12% in 2026 compared with 2025.
In the first nine months of 2026, Da Nang advised and welcomed approximately 199 MICE groups with 60,044 participants.
International visitors accounted for 35,424 people from 121 groups, while domestic travellers totaled 24,620 people from 78 groups.
Bringing business representatives to experience the destination first-hand is a concrete expression of Da Nang’s “Elevating MICE Experiences” strategy in 2026.
The city is shifting from simply introducing what it has to offer to enabling businesses to experience, understand and make informed choices.
By doing so, Da Nang hopes these first-hand experiences will lay the groundwork for larger-scale MICE programmes in the years ahead.