The programme, running from January 1 to December 31, is designed to reinforce the city’s position as a leading destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) in Vietnam and the region, said Truong Thi Hong Hanh, Director of the Da Nang Department of Culture, Sports and Tourism.

Launched in 2022, Da Nang’s MICE promotion scheme has gained traction among event organisers and local service providers, becoming a factor in destination selection for conferences, incentives and corporate events, added Hanh.

This year’s programme introduces several adjustments with a view to improving accessibility and long-term engagement. Minimum group sizes have been lowered to 70 participants for domestic MICE groups and 30 for international groups, a move expected to broaden participation, particularly from overseas markets.

For the first time, Da Nang will formally recognise and promote outstanding MICE enterprises that bring delegations to the city. Benefits include brand and logo placement on official MICE tourism platforms, complimentary promotional materials for six to 12 months, and preferential access to domestic and overseas tourism promotion activities.

MICE groups returning to Da Nang for the second time or more will be offered special support policy. They will be recognized as trusted MICE partners and will receive vouchers to experience new tourism products and services, as well as price discounts from the partner business network.

Alongside the programme to support MICE groups, the Da Nang Department of Culture, Sports and Tourism calls on tourism businesses to strengthen cooperation in promoting MICE destinations, focusing on building MICE Standard Checklist to standardize the quality of event organisation services.

In 2025, the Da Nang MICE programme welcomed 250 MICE groups with over 82,000 visitors, including 39,000 international visitors. The first half of January 2026 is also showing positive momentum, with several medium- and large-scale international MICE groups choosing the city. These include delegations from Supabase Group with 240 visitors from January 8-18, Quantumedge Capital with 160 visitors January 11-16, and Singapore-based Kara Coconut with 85 visitors from January 4-7.

Da Nang’s tourism sector will continue to leverage public-private partnerships to address resource constraints and provide practical support to businesses, with the aim of attracting more international MICE groups to the city, said Hanh.

A golden opportunity for Da Nang to fully tap into MICE tourism

VOV.VN - A series of large-scale regional and international events held in Da Nang throughout June have reinforced the city’s reputation in MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), signaling strong potential for this sector to grow further in 2025 and beyond.