MICE (meetings, incentives, conferences and exhibitions) has emerged as one of Vietnam's fastest-growing tourism segments this year, with travel firms reporting increases in both visitor numbers and spending.
Tran Thi Bao Thu, marketing and communications director at Vietluxtour, said MICE arrivals rose about 35 per cent in the first half of 2026 from a year earlier.
She added MICE travellers now spend 25 per cent to 40 per cent more on personalised, premium experiences, with growing demand for "bleisure" trips combining business and leisure, as well as wellness MICE.
The most popular services include five-star integrated resorts with dedicated conference facilities, technology-enhanced gala dinners and specialised wellness programmes.
Bao Thu said Ho Chi Minh City has the potential to become a leading MICE destination in Asia but needs exhibition and convention centres capable of hosting more than 10,000 delegates to compete with regional rivals.
She also called for closer integration of the city's high-quality healthcare system with its tourism sector to develop medical MICE products, including conferences combined with health screening, cosmetic treatment and wellness retreats.
Ho Chi Minh City reinforced its position as Vietnam's leading MICE destination by hosting nearly 900 delegates from Indonesia in the first half of the year, boosting its appeal to higher-spending travellers.
According to Le Truong Hien Hoa, deputy director of the Ho Chi Minh City Department of Tourism, the city aims to diversify its tourism offerings by leveraging its historical and cultural attractions, while expanding river tourism, shopping and the night-time economy.
Following the expansion of the city's administrative boundaries, authorities are also integrating tourism assets from the former provinces of Binh Duong and Ba Ria-Vung Tau to broaden its tourism portfolio, including MICE offerings.
Alongside maintaining its traditional source markets, the city plans to step up tourism promotion in North America, Australia and other potential markets, while attracting more foreign investment to improve tourism infrastructure and products.
"Our goal is not only to increase visitor numbers, but also to extend stays, raise visitor spending and enhance the overall travel experience," Hoa added.