Da Nang turns MICE trips into memorable experiences
DNO - In Da Nang, business groups are combining meetings with local cuisine, heritage, entertainment, river cruises and hands-on cultural activities, giving the city a stronger proposition in the fast-growing MICE market.
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Experiencing Da Nang as a MICE traveller
In mid-September, representatives from major corporations and businesses across Viet Nam arrived in Da Nang for a three-day experience programme.
They were not simply inspecting hotels or meeting venues. They followed an itinerary similar to the programmes their employees could experience in the future.
The programme, organised from September 11 to 13 by the city's Tourism Promotion Centre in coordination with Vietravel, brought together people who help propose destinations and design incentive trips, conferences, team-building programmes and employee holidays.
Under the theme “Back to the Original”, participants experienced a mix of culture, entertainment, urban attractions and high-end hospitality.
At The Hang Art in Dien Ban Dong Ward, they tried their hand at making handicrafts and learned about the value of local craft traditions.
In Hoi An, the itinerary continued with the ancient town, Bay Mau Nipa Palm Forest and the Hoi An Memories show.
Back in inner city, the group visited the Museum of Da Nang and watched the Dragon Bridge’s famous fire show from a boat on the Han River.
An evening performance can serve as a highlight of a corporate programme. A river cruise can add an urban experience, while a resort provides space to relax after meetings or group activities.
For MICE organisers, this approach offers a practical way to test individual experiences before building a programme around the needs of each group.
Connecting tourism products into complete itineraries allows decision-makers to experience them first-hand, then tailor programmes to each group’s size, schedule and objectives. This approach is increasingly effective as MICE tourism evolves into a complete destination experience
Nguyen Xuan Ha, the representative of the Executive Board of Hoi An Memories Island
MICE spending reaches a wider tourism network
A MICE group of several hundred people can generate demand across a wide range of services, from accommodation and transport to dining, entertainment and event production.
According to the leader of Visit Indochina, organising a MICE group of several hundred people requires careful coordination.
A group of about 100 guests staying for three or four days may need 50 - 60 hotel rooms, three large coaches, three tour guides and four coordinators, alongside drivers, hotel and restaurant staff, technical crews and other service providers.
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An itinerary may include eight to 10 attractions, six main meals, a gala dinner, team-building activities, conferences and customised experiences.
For groups of 300 to 500 people, the network expands further to include hotels, travel companies, transport operators, restaurants, attractions, entertainment venues, event organisers, stage and audiovisual providers, photographers, gift suppliers and retailers.
This makes MICE tourism an important source of business for a broad local tourism ecosystem.
Building stronger reasons to return
Da Nang welcomed nearly 200 MICE groups with a total of more than 60,000 visitors during the first nine months of 2026.
International travellers accounted for nearly 60 per cent, with India, Malaysia, China and Singapore among the key markets, alongside multinational groups.
Ms. Nguyen Thi Hoai An, the Deputy Director of the municipal Department of Culture, Sports and Tourism, said the city’s 2026 MICE promotion programme is designed to be more specialised and flexible, serving groups of different sizes and creating opportunities in both domestic and international markets.
As reported by Mr. Nguyen Vinh Tran, the General Director of Hoiana, Da Nang has a strong position for MICE tourism, particularly in Asian markets. Hoiana plans to invest in a large convention centre as part of its second development phase.
The domestic market also remains substantial. Since early 2026, The Pearl Hoi An has hosted 60 MICE groups, ranging from 30 to 1,500 people, mainly from major corporations and businesses.
Under the “Da Nang - Elevating MICE Travel Experiences” programme, the city aims to welcome and support nearly 93,000 MICE visitors in 2026, up about 12 percent from 2025. The strategy also looks beyond the first visit.
Companies and MICE groups returning to the city for a second time can become “Preferred MICE Partners”, receiving vouchers for new tourism experiences and offers from participating businesses.
For Da Nang, the goal is clear: make the first MICE trip a reason to plan the next one.