Central hub promotes its role as leading MICE destination

An event is held at the Ariyana Convention Centre Danang in the central city of Đà Nẵng. The city has established itself as an attractive MICE destination in the region. Photo courtesy of Ariyana Convention Centre Danang

ĐÀ NẴNG — The central city has emerged as a key player in the growing Asia Pacific MICE sector, as the hub has strongly committed to service excellence with world-class facilities and strategic location.

Đà Nẵng city was highlighted for its growing role in the MICE (Meetings, Incentives, Conference and Exhibitions) industry, attracting significant attention and accolades from international stakeholders at the Meetings Show Asia Pacific 2024 at Sands Expo and Convention Centre, Marina Bay Sands, Singapore.

MICE groups from a diverse range of international markets such as Australia, India, Thailand, Russia, Malaysia, South Korea, Taiwan, Singapore and many others have shown interest and chosen Đà Nẵng as their event destination.

This year’s Meetings Show Asia Pacific, under the theme: Asia Pacific’s Role in Recasting the Global MICE Sector, provided the perfect backdrop for the central city to reinforce its position as a top-tier venue for international meetings and conventions.

Da Nang Mikazuki Japanese Resorts & Spa is a favourite beach front destination of MICE travellers in Đà Nẵng. The city has been boosting MICE and golf as two key tourism products. Photo courtesy of Da Nang Mikazuki Japanese Resorts&Spa

The city welcomed 25 MICE groups, with 9,510 visitors in the first quarter of 2024. Last year, it received 163 MICE groups, totalling 45,344 visitors.

At the meeting, Ariyana Convention Centre Danang was at the forefront of showcasing Đà Nẵng City as a premier MICE destination.

“We were honoured to represent Đà Nẵng and Việt Nam at this prestigious international gathering,” said Prabhakar Singh, Director of Sales and Marketing at Ariyana Convention Centre Danang.

“The interest we have seen in Đà Nẵng as a MICE destination at the show is a clear indicator of our city’s potential and the effective strategies we have implemented to promote our MICE capabilities on a global stage.”

At the conference, Ariyana Convention Centre Danang, host of the prestigious APEC 2017 and a co-founder of the Asia Venue Alliance (AVA), presented its cutting-edge facilities, tailored event solutions, and commitment to sustainable business practices.

These efforts were designed to meet the complex demands of modern international events. Attendees and potential clients had the opportunity to engage directly with MICE leaders of Việt Nam, gaining insight into the future of event hosting in the Asia Pacific.

Additionally, the centre, on behalf of the destination of Đà Nẵng, participated in various networking events and expert-led panels, ensuring that Việt Nam’s voice is heard in discussions on key industry trends such as sustainability, technology integration and workforce development.

A water-flooded bar offers fresh sea breeze on the beach of Nguyễn Tất Thành in Đà Nẵng City. The central city has emerged as a destination for MICE, Golf and wedding travel in the Asia Pacific region. VNS Photo Công Thành

This is particularly important as the MICE industry looks towards recovery and growth post-pandemic, with an increased focus on resilience and adaptability.

The global MICE industry is estimated to register annual growth of 7.2 per cent from 2023 to 2032, to surpass US$1.7 trillion by 2032, according to Precedence Research in a report released in 2023.

In the Asia-Pacific region, the MICE industry is set to expand at an even higher annual growth rate of 7.4 per cent over the same period, accounting for almost half of global market share by 2032.

The Meetings Show Asia Pacific 2024 proved to be a significant milestone for Ariyana Convention Centre Danang to highlight the city’s readiness to host world-class events, driving the growth of tourism and business in the region.

Coracles on the beach of Sơn Trà Peninsula in Đà Nẵng. Fishing community and lifestyle is a unique attraction for international tourists visiting the coastal central city. VNS Photo Công Thành

"The Meetings Show Asia Pacific was a fantastic opportunity for us to exchange knowledge with other industry leaders and to bring international standards back to Vietnam," said Prabhakar Singh.

“We are excited about the future prospects and the positive impact our participation will have on attracting more global events to our city. Ariyana Convention Centre Danang invites all interested parties to discover the vibrant city of Đà Nẵng and explore its potential as a top destination for international business gatherings.”

Đà Nẵng has launched one of the largest promotion programmes of the year as the city’s tourism industry offered more than 10,000 vouchers with an estimated value of VNĐ5 billion (US$200,000) for tourists visiting the city.

The hub’s tourism industry has been boosting its promotion of MICE and golf, two key products for tourism attraction.

In 2023, Đà Nẵng Golf Resort became a member of Asian Tour Destinations – the Tour’s exclusive network of world-class golfing venues, and golfers can have more playing options at many golf courses during their golf trip in central Việt Nam, including BRG Đà Nẵng golf clubs, Bà Nà Hills Golf Club, Vinpearl golf Nam Hội An, Hoiana Shore club and Laguna golf Lăng Cô.