With the theme “Heritage and technology in the new era”, MICE EXPO 2025 seeks to position Viet Nam as a leading MICE destination in Asia.

In his opening remarks, Vu The Binh, Chairman of the Viet Nam Tourism Association, noted that MICE not only benefits enterprises and organisations but also enhances the value of destinations, attracts investment and promotes local culture, cuisine and people to the world. As such, MICE plays an increasingly important role in the tourism economy.

The Chairman of the Viet Nam Tourism Association said that MICE EXPO 2025 is the first official activity under the Action Programme launched by the Association to boost tourist arrivals in 2025.

“The group of 50 international MICE enterprises attending today’s event is the first delegation within the programme’s plan to welcome 300–400 representatives of travel enterprises from countries and territories that are key markets for Vietnamese tourism. They will work with Vietnamese tourism businesses, survey destinations and explore Viet Nam’s tourism products and services, thereby contributing to a rapid increase in international visitor numbers this year,” Vu The Binh said.

Ha Van Sieu, Vice Chairman of the Viet Nam National Authority of Tourism, affirmed that the nation’s cultural heritage is an invaluable treasure, and it is precisely these heritage assets that have inspired many tourism events, conferences, exhibitions and other MICE activities. At the same time, in the digital era, technology has become a decisive factor – the key to unlocking opportunities for developing and upgrading tourism products and destinations, including MICE tourism.

Nguyen Duc Anh, Chairman of the Viet Nam MICE Tourism Chapter, stressed: “Heritage is not only a spiritual value but also a foundation for unique creativity in MICE experiences. Technology, in today’s context, is the bridge that will take MICE tourism further, towards greater professionalism and sustainability.”

MICE EXPO 2025 attracted 150 sellers and 1,500 buyers from more than 800 domestic and international enterprises, with the special participation of over 50 international buyers and a series of fam trips introducing Viet Nam’s land and people.

Within the framework of the event, alongside business networking between MICE enterprises, a specialised conference was held, drawing experts in the MICE tourism field. The conference analysed global MICE trends, the needs and behaviours of the new generation of MICE travellers – those who expect a harmonious blend of physical and virtual experiences. From there, it proposed breakthrough models and solutions for digitising heritage, applying virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) to create unique MICE products. It also recommended mechanisms and policies to foster close cooperation among the state, scientists and businesses in positioning Viet Nam as a leading MICE destination in the region.