The city's Department of Tourism reviewed the MICE tourism programme for 2022-2025 on September 29 and outlined plans to attract more major events, extend visitors' stays and increase their spending.
An Indonesian group of nearly 1,000 people visited Ho Chi Minh City in May this year (Photo: Tran Xuan Hung).
MICE tourism revenue estimated at USD 2.9-3.3 billion
At the conference, Vo Ngoc Diep, head of the Tourism Accommodation Management Division at the Department of Tourism, said the city had received and supported more than 200 domestic and international MICE groups over the past four years.
The groups ranged from 100 to more than 1,000 visitors and came from markets including the US, South Africa, China and India.
Based on surveys and data compiled by the department, total revenue from MICE tourism between 2022 and 2025 was estimated at VND 75-85 trillion (USD 2.9-3.3 billion), equivalent to about 10-12 per cent of the city's total tourism revenue during the period.
International MICE visitors accounted for an estimated VND 48-55 trillion (USD 1.85-2.12 billion), while domestic visitors contributed about VND 27-30 trillion (USD 1.04-1.16 billion).
Diep noted, however, that the revenue figures remain estimates because the city does not yet have a separate statistical system for MICE tourism. It also lacks comprehensive and consistent data on factors such as visitors' length of stay, spending by individual groups and the effectiveness of support policies.
The programme's significance went beyond revenue, Diep said, as it provided a single point of contact for businesses seeking support rather than requiring them to approach multiple agencies.
This enabled authorities and businesses to coordinate on immigration, security, traffic, event organisation and visitor services.
Diep also said the effectiveness of MICE tourism should be assessed based on the overall range of activities generated by each group in the city, rather than simply the cost of organising an event.
MICE programmes are being designed to combine conferences with leisure, sightseeing, shopping and experiences (Photo: Moc Khai).
With this approach in mind, a delegation from the Department of Tourism and several travel companies surveyed destinations and service facilities in the northern part of the city that could serve MICE groups, including Song Be Golf Course, Minh Long Ceramic Museum and several conference centres.
The survey explored ways to combine conferences and seminars with leisure activities, golf, sightseeing, shopping and other experiences to extend visitors' stays and increase their spending.
Diep said the city still faced limitations in data collection, promotional resources, event acquisition and specialised personnel. Some venues for conferences and exhibitions also fail to meet the requirements of major events.
Ho Chi Minh City therefore needs to take a more proactive approach to identifying and attracting major events, rather than primarily supporting groups that have already chosen the city.
Song Be Golf Resort is among the sites surveyed by the Ho Chi Minh City Department of Tourism for integration into MICE programmes (Photo: Moc Khai).
City seeks to attract major groups and events
Pham Huy Binh, director of the Department of Tourism, said the city needed to generate greater value from each MICE group in the next phase.
MICE tourism not only brings visitors to the tourism sector but also creates opportunities for trade, investment and business cooperation, he said.
According to Binh, the city could combine the strengths of areas including central Ho Chi Minh City, Binh Duong, Ba Ria-Vung Tau and Con Dao to develop more diverse MICE programmes.
An event may last only two or three days, but visitors could extend their trips by adding sightseeing and leisure activities before and after the event. The needs of accompanying guests and delegates' families should also be taken into account.
By 2030, Ho Chi Minh City aims to improve its capacity to serve MICE visitors, proactively attract major conferences and exhibitions, and strengthen cooperation between authorities and businesses.
Diverse destinations with distinctive activities offer visitors engaging experiences (Photo: Moc Khai).
Speaking at the conference, Nguyen Loc Ha, standing vice-chairman of the Ho Chi Minh City People's Committee, said the 2022-2025 programme had laid the foundations for coordination between government agencies and businesses.
To strengthen its competitiveness, the city should move from simply supporting groups that have already selected Ho Chi Minh City to actively identifying and promoting events that fit its development priorities, Ha said.
The city will target conferences and exhibitions linked to sectors in which it has strengths, including finance, technology, innovation, logistics, healthcare, education, industry and the marine economy.
Nguyen Loc Ha, standing vice chairman of the Ho Chi Minh City People’s Committee, speaks at the conference (Photo: Moc Khai).
Ha stressed that MICE tourism should be assessed through multiple factors, including visitors' length of stay, spending, event quality, the likelihood of repeat visits and economic activity generated after events.
To achieve these goals, Ho Chi Minh City will continue improving infrastructure, upgrading its workforce, applying technology and data, and encouraging businesses to work together to develop more MICE programmes.
“The city's goal is not simply to attract more MICE visitors, but to increase the value MICE tourism creates for the city's economy,” Ha said.