Guests attending the Launch Ceremony of MICE EXPO 2025 on 15 July, 2025. (Source: Organising Committee)

The Vietnam MICE Tourism Association (VMA) has announced that MICE EXPO 2025 will take place on 26 September at the National Convention Centre in Hanoi. The event is expected to gather over 800 domestic and international enterprises, along with 1,500 delegates and international buyers.

As part of the expo, a series of thematic seminars will be held, focusing on heritage and technology, alongside direct B2B networking sessions connecting players within the tourism, events and technology ecosystem.

On the sidelines of the event, a variety of activities will enhance business engagement, including the “Tech Zone” featuring specialised digital solutions for the MICE sector, the inaugural VMA Pickleball Cup, and the virtual race “A Lap around Vietnam”, celebrating the 65th anniversary of Vietnam’s tourism industry.

This year’s MICE EXPO marks a significant milestone in positioning Vietnam as a distinctive MICE destination in the region and globally. While major regional MICE hubs, including Singapore, Bangkok (Thailand) and Seoul (South Korea), are investing heavily in modernising infrastructure, Vietnam aims to differentiate itself by integrating cultural identity into its offerings.

Nguyen Duc Anh, Chairman of VMA, emphasised that the association envisions MICE EXPO as a bridge between Vietnam’s cultural heritage, natural resources and modern technology. “Heritage is not only a spiritual value but also a creative catalyst and a foundation for unique MICE experiences”, he noted.

According to the VMA Chairman, Vietnam has several competitive advantages, including vibrant heritage, friendly people, unique landscapes, competitive pricing and a rapidly developing technological base. If effectively harnessed, these strengths could enable Vietnam to emerge as a standout MICE destination in the region.

With the theme “Heritage and Technology”, this year’s Expo is expected to encourage participants to wear traditional Vietnamese attire. Organisers hope to attract thousands of attendees in ao dai (Vietnam’s traditional long dress), offering a fresh and distinctive cultural experience for MICE visitors.

*MICE is a type of tourism that combines business activities such as meetings, conferences, exhibitions, and incentive travel organised by companies for their employees or partners. The acronym MICE stands for Meeting, Incentive, Convention and Exhibition.