NEW SPACE & MOMENTUM FOR MICE TOURISM IN HCMC

Following the merger of Ba Ria – Vung Tau and Binh Duong provinces into Ho Chi Minh City, the city has entered a new phase of development with distinct advantages in space and tourism resources.

The expansion not only increases the city’s land area and population but also lays the groundwork for a diverse tourism ecosystem — from modern urban landscapes to coastal and island destinations, traditional cultural heritage, and industrial hubs. This foundation is crucial for boosting the growth of MICE tourism (Meetings, Incentives, Conferences, Exhibitions) — a high-potential segment that has yet to be fully leveraged.

In terms of market potential, businesses have organized many MICE groups in Ho Chi Minh City, particularly from domestic provinces and cities. However, the number of international MICE groups remains modest, with destinations like Da Nang or Hanoi often preferred.

“The boundary expansion creates opportunities to extend visitor stays and broaden event venues. The challenge now is how to balance activities between the city center and satellite destinations like Vung Tau and Binh Duong. With strong coordination and consistent policies, Ho Chi Minh City can absolutely position itself as the leading MICE hub for both domestic and international visitors,” shared Ms. Hoang.

In reality, Ho Chi Minh City has already established itself on the regional and global MICE map. Notably, it was named Asia’s Leading MICE Destination at the World MICE Awards 2024, marking the fifth consecutive year it has held this title.

Yet, awards and recognition are only the starting point. To sustain its appeal and elevate its standing, the city must accelerate investment, foster innovation, and proactively address bottlenecks in attracting international travelers.

The Ho Chi Minh City Department of Tourism emphasized that the newly expanded city, with its diverse resources, vast market, and modern infrastructure, is poised for a strong transformation. From here, it aims to become a multi-centered, modern, and sustainable tourism hub for both Vietnam and the broader region.

By 2030, Ho Chi Minh City envisions itself as one of Southeast Asia’s leading tourism centers — not only attracting visitors but also serving as an inspiration and driving force for Vietnam’s tourism industry.

According to the City Pulse 2025 survey, Ho Chi Minh City ranked second out of 65 global cities in resident retention, reflecting its strong appeal as a destination to “stay longer – work effectively,” aligning perfectly with its MICE tourism promotion strategy.

“A Unique Position as a Coastal, Industrial, and Cultural City”

Speaking with Lao Động Newspaper, Ms. Huynh Phan Phuong Hoang, Deputy General Director of Vietravel, remarked that after the boundary expansion, Ho Chi Minh City is not only a modern metropolis but also a coastal, industrial, and cultural city — rare and valuable attributes for MICE tourism development.

“We expect Ho Chi Minh City to become the largest MICE tourism hub in Southeast Vietnam in the near future. This is also the common aspiration of many enterprises within the Ho Chi Minh City Tourism Association,” said Ms. Hoang.

However, to make this vision a reality, Ms. Hoang stressed that the city must establish a clear legal framework and supportive policies for the MICE segment, similar to strategies adopted by other countries in the region.

For example, South Korea offers detailed support policies tailored to group sizes — whether 50, 100, 500, or 1,000 delegates — with specific incentive mechanisms for each level.

Another critical issue is the visa barrier, which remains a challenge for large international groups traveling to Ho Chi Minh City in particular, and Vietnam in general.