Vietnam is strategically positioning MICE tourism as a key product to attract high-spending visitors, foster trade, investment, and enhance destination competitiveness. This was emphasized by Deputy Prime Minister Pham Thi Thanh Tra at the High-Level Tourism Forum during the 20th Ho Chi Minh City International Travel Expo (ITE HCMC 2026) on 27/8. She stated, "MICE needs to be positioned as a strategic product for Vietnam's tourism, targeting high-quality visitors and creating momentum for trade and investment."

High-level tourism forum at Ho Chi Minh City International Travel Expo. *Photo: Organizers*

MICE – an acronym for Meetings, Incentives, Conferences, and Exhibitions – refers to business tourism, typically involving group travel that utilizes multiple services simultaneously, such as air travel, accommodation, conferences, and dining. According to Grand View Research, the global MICE market is estimated to reach over 1,000 billion USD in 2026, potentially increasing to 1,829 billion USD by 2033. MICE travelers spend 3-6 times more than regular tourists. In Vietnam, Mordor Intelligence estimates this market will reach approximately 7,7 billion USD this year, potentially increasing to 10,3 billion USD by 2031.

Minister of Culture, Sports and Tourism Lam Thi Phuong Thanh believes MICE can accelerate the shift in tourism from quantity-based growth to quality and value. The Ministry will advise the Government on finalizing the legal framework, simplifying event visa procedures, developing green MICE standards, and forming an integrated ecosystem linking aviation, accommodation, conferences - exhibitions, travel, and culture - cuisine. This aims to attract more international event organizers.

The Deputy Prime Minister also proposed three key directions: expanding markets through connecting destinations and multinational tourist routes; enhancing service quality towards green and smart practices; and linking MICE with trade, investment, science - technology, and cultural industries. This approach is crucial as Southeast Asian and Mekong sub-region countries need to cooperate rather than compete individually.

Indonesian MICE delegation arrives in Ho Chi Minh City in May. *Photo: L.N*

For Ho Chi Minh City, the Deputy Prime Minister urged the city to take the lead in becoming a competitive MICE hub in the region, elevating ITE HCMC into a platform connecting international policies, markets, and businesses. In 2026, Ho Chi Minh City ranked 17th among the top 25 meeting destinations in Asia-Pacific, as announced by Cvent. Vice Chairman of Ho Chi Minh City People's Committee Nguyen Loc Ha stated the city will focus on improving infrastructure, services, and technology to attract large-scale events.

In the first 7 months of the year, Vietnam welcomed nearly 14 million international visitors, an increase of 13,8% compared to the same period in 2025. This achieves approximately 56% of the year's 25 million visitor target.

Bich Phuong