Da Nang: Opportunity to elevate MICE tourism

A series of regional and international events and festivals taking place in Da Nang city in June affirmed the MICE tourism brand (tourism combined with conferences, seminars, and exhibitions), promoting this product to develop strongly in the coming time.

“Catalyst” from events and festivals

In June, Da Nang has 3 regional and international events and festivals that create strong public attraction: Da Nang International Fireworks Festival (DIFF) 2025 taking place from May 31 to July 12; Vietnam - UK Football Festival taking place from June 26 to 29; Da Nang Asian Film Festival III (DANAFF III) 2025 taking place from June 29 to July 5.

According to businesses operating in the service and tourism sectors, these events not only contribute to promoting the tourism and creative industries, but are also an important link in the long-term strategy of turning Da Nang into a comprehensive "event city" - a convergence of MICE tourism, sports , culture and arts.

These events do not operate independently but create a synergistic effect, expanding the tourist base, extending the length of stay, increasing tourism spending and strengthening Da Nang's role as an "event center with depth and unique identity in the Asian region".

After the merger, Da Nang city has more than 2,200 accommodation establishments with nearly 65,000 rooms; of which 4-5 star and equivalent accommodation establishments are nearly 140 establishments, with more than 27,500 rooms. Modern infrastructure conditions, ensuring the organization of large, worthy events are also factors chosen by many organizations and businesses.

Mr. Andre Pierre, General Director of Furama Danang International Tourism Complex, said that with extensive experience in organizing international events such as APEC Summit, ASEAN Summit, Furama Resort Danang, combined with Ariyana International Convention Palace, continues to affirm its position as the leading MICE venue in Vietnam. This is a place where strategic visions and global cooperation opportunities converge.

“We are honored to be chosen as the venue for the Vietnam - UK Football Festival and the 3rd Danang Asian Film Festival (DANAFF) 2025 - a film festival of Asian stature. Through these events, I hope that the Furama - Ariyana Danang International Tourism Complex will continue to contribute to spreading the image of a dynamic, creative and friendly Danang - not only a livable city but also an ideal destination for culture, art and international tourism”, said Mr. Andre Pierre, General Director of Furama Danang International Tourism Complex.

In 2025, the Department of Culture, Sports and Tourism aims to welcome about 80,700 MICE visitors, an increase of 11% over the previous year; of which, the number of domestic visitors is expected to reach 40,000 (up 10.81%) and international visitors to reach 40,700 (up 11.21%).

According to businesses, the number of MICE visitors in the first 6 months of 2025 is positive. General Director of DANAGO Tourism Joint Stock Company Huynh Thanh Son said that Da Nang is still a prominent destination that many businesses prioritize in 2025. With its strength in MICE tours, as of June 2025, DANAGO welcomed many business delegations to visit Da Nang to combine conferences, team-building and gala dinners.

Chairman of the Danang Hotel Association and General Director of Furama Resort Danang Nguyen Duc Quynh said that by 2025, with favorable connections from markets such as Thailand, Myanmar, Japan and the Middle East, Danang expects to welcome a breakthrough growth in international visitors, contributing to boosting the economy and affirming the city's position on the international tourism map. Increased connectivity also creates conditions for luxury tourism types such as MICE tourism and health care tourism to grow.

MICE tourism brand positioning

After the merger, the city's MICE tourism is expected to develop to a new level. Mr. Nguyen Son Thuy, Director of Visit Indochina, acknowledged that Da Nang is the locality that proactively and creatively built the earliest MICE policy in the country. This policy has been implemented for many years and has been effective in practice, contributing to attracting MICE visitors to Da Nang after the pandemic.

Famous English football players visit Ba Na Hills. The presence of these guests in Da Nang city contributes to spreading the image of Da Nang to a large domestic and international audience.

Da Nang is facing unprecedented opportunities to position the MICE tourism brand more firmly on the national and regional tourism map.

With an expanding urban scale and concentrated investment in tourism infrastructure, Da Nang will possess strong comprehensive resources, especially natural resources, heritage, cultural and historical relics, international standard hotel systems, modern conference centers, international airports and convenient transportation systems.

These conditions help Da Nang increase its attractiveness and enhance its competitiveness in attracting large international MICE delegations, thereby becoming the leading conference tourism center in Vietnam and Southeast Asia.

Faced with this opportunity, units with strengths in MICE need to invest more creatively in MICE tourism products, based on indigenous value platforms and local materials to ensure that MICE tourism products are unique, exclusive, separate, creative and sell at high prices.

According to experts, to affirm the MICE tourism brand on the world map, units with strengths in MICE need to develop strategic, long-term action plans.

In particular, focusing on strengthening regional cooperation such as proactively coordinating closely with neighboring localities to build a unique MICE product chain with diverse experiences; increasing investment in service quality, innovation in event organization, application of digital technology, and development of high-quality human resources; implementing a multi-platform integrated digital marketing strategy, strongly promoting the Da Nang MICE tourism brand to the international market through specialized international media channels; boldly participating in international MICE Associations.

In addition, the city and businesses need to coordinate closely to create favorable policy mechanisms, support investment and promote trade, in order to increase the competitiveness of MICE tourism in the long term; quickly build the Da Nang MICE tourism association to attract social resources, gather individuals and professional businesses in MICE to share information, ideas, build tourism products, share budgets to promote MICE tourism internationally...

Source: https://bvhttdl.gov.vn/da-nang-co-hoi-nang-tam-du-lich-mice-20250711135704714.htm