Vietnam positions MICE sector for growth amid tourism recovery

The recovery of international tourism is creating a window of opportunity for Vietnam's MICE industry, according to travel sector representatives. Improved event organisation capabilities and expanded accommodation infrastructure are positioning the country to compete for high-value conferences and corporate events in the region.

Vietnam's major cities are reshaping their approach to MICE tourism. Ho Chi Minh City has begun shifting focus from traditional venue-based events toward experience-driven programming, recognizing changing preferences among international clients. Meanwhile, Phu Quoc has emerged as an unexpected contender in the regional MICE race, with recent innovations including resort-based flight check-in facilities that offer convenience advantages.

Industry analysts identify Phu Quoc as a potential future hub for MICE activities in Southeast Asia, citing its combination of hospitality infrastructure and experiential appeal. The island destination's strategic developments reflect broader efforts across Vietnam to differentiate its offerings in an increasingly competitive regional market.

However, stakeholders emphasize that realizing the sector's full potential will require sustained policy support. Strategic government initiatives targeting infrastructure development, regulatory streamlining, and international promotion are viewed as essential to attracting major international events and maintaining competitiveness against established regional competitors.