Ho Chi Minh City hosts over 200 MICE groups in four years as business tourism expands

The figures were announced at a conference on Tuesday reviewing the city’s MICE tourism program for the 2022-25 period.

Vo Ngoc Diep, head of the Tourism Accommodation Management Division under the department, said the city supported more than 200 domestic and international MICE groups during the four-year period.

International MICE visitors alone contributed an estimated VND48-55 trillion ($1.8-2.1 billion).

The groups, ranging from 100 to more than 1,000 visitors each, came from markets including the United States, South Africa, China, and India.

Ho Chi Minh City has been named ‘Asia’s Best MICE Destination’ by the World MICE Awards for four consecutive years and retained the title in 2026.

MICE, which stands for meetings, incentives, conferences, and exhibitions, is considered a high-value tourism segment because visitor spending extends across accommodation, dining, transportation, events, sightseeing, and shopping.

Ho Chi Minh City eyes greater value from MICE tourism

Despite the growth, city officials said Ho Chi Minh City still faces several hurdles as it seeks to compete with other major MICE destinations in the region.

Diep said existing support policies are not yet competitive enough, while funding and specialized personnel for MICE promotion remain limited.

Another challenge is the lack of a dedicated MICE database and statistical system, meaning several indicators still have to be estimated.

The city also lacks a dedicated database and statistical system for MICE tourism, meaning several key indicators still have to be estimated.

Its existing development plan was drawn up before the administrative restructuring and therefore does not fully reflect the city’s expanded development space, including the Binh Duong and Ba Ria-Vung Tau areas, she added.

Pham Huy Binh, director of the Ho Chi Minh City Department of Tourism, said the city should shift its focus from simply attracting more MICE visitors to increasing the value generated by each visitor through longer stays and higher spending.

“MICE not only creates value for the tourism sector but also generates spillover effects for trade, investment, services, and the city’s international integration,” Binh said.

Under the new approach, the city plans to capitalize on the different strengths of its expanded urban space.

The central area can focus on conferences, commerce, finance, and services, while Binh Duong has advantages in industrial events, specialized exhibitions, business networking, and investment promotion.

Ba Ria-Vung Tau and Con Dao, meanwhile, offer opportunities for MICE products linked to the marine economy, resorts, ecotourism, and experiential travel.

Binh said the goal is to connect these resources into complete MICE product chains rather than develop individual destinations and services separately.

Businesses call for stronger incentives, better infrastructure

Tourism businesses at the conference also called for stronger incentives and infrastructure.

Tran Thuy Trang, deputy director of the Vietravel DMC Center under Vietravel Corporation, proposed financial support for feasibility studies and the bidding and hosting of major events, as well as incentives to encourage previous MICE groups to return.

She said eligibility for support should not depend solely on group size, arguing that groups of fewer than 100 visitors could still generate substantial revenue through high-value contracts and spending.

Hong Thu Mai, an executive at Saigontourist Travel Service Company, pointed to another major constraint: the lack of a large, multifunctional convention and exhibition center meeting international standards.

The shortage puts Ho Chi Minh City at a disadvantage when competing with major regional MICE hubs such as Bangkok and Singapore, she said.

Saigontourist also proposed opening up distinctive venues for MICE activities, including museums, cultural facilities, waterfront spaces, and suitable public assets.