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In recent years, the number of international and domestic MICE tourists has been increasing rapidly. It can be said that Vietnam has increasingly outstanding potential for developing MICE tourism.
What is MICE tourism?
MICE tourism is a type of tourism that combines seminars, conferences, and meetings. One of the meanings of MICE is Meeting, so MICE has the ability to attract a large number of guests. Events in many fields such as economics, sports, culture, politics, etc. all bring tourism value to a region. Combining work with relaxation will bring satisfaction and work efficiency. These events gather many guests and move from one place to another, which is what creates the potential of MICE tourism and creates opportunities for tourism businesses.
MICE from big brands
For MICE guests, the first issue of concern is infrastructure. The locations chosen by MICE guests are often resort cities with a system of hotels, luxury accommodation facilities, stages, and standard halls. In addition, there must be high-class Spa and Resort services to meet the needs of rest and entertainment. MICE guests also pay great attention to traffic infrastructure, cities with international airports, national airports, and convenient road traffic are always highly appreciated and given priority by MICE guests. Amenities right where MICE groups stay such as health care services, beauty, sports, shopping, etc. are great pluses to retain customers.
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FLC Samson Beach & Golf Resort complex is the destination of many MICE customers.
Discussing the brands that have been successful in this type, Dr. Nguyen Tri Hieu, a business administration doctor with more than 30 years of experience working in credit business and financial institutions in the US, said: “In the US, this model has been implemented very successfully by the Marriott hotel brand. Marriott specializes in large conferences, and recently has a tendency to build many hotels in coastal and isolated mountainous areas with cool climates, providing conferences for many large companies with up to thousands of people. In particular, Marriott's strength is creating a very large number of regular customers. Therefore, they use the service periodically every year, leading to a steady flow of customers, and stable prices are also a plus for customers.”
Potential of MICE tourism in Vietnam
Vietnam is increasingly trusted as the host of many large-scale cultural and sporting events: the Miss Universe and Miss World Vietnamese pageants held in Nha Trang, the fireworks display in Da Nang, the Da Lat flower festival, the APEC conference, the ASEAN summit in Hanoi... are typical events that elevate Vietnam to the regional and international level.
Except for the capital Hanoi, which is the economic, political and social center that focuses on international and national events, in the past two years, the current trend chosen by MICE groups is the bustling resort cities on the outskirts of the capital. If previously, MICE guests often chose localities near Hanoi in the North such as Ha Long, Quang Ninh, most recently Thanh Hoa has also attracted many MICE groups with the FLC Sam Son Eco-tourism Resort Complex.
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The International Conference Center is located in the FLC Samson Beach & Golf Resort Complex, which has hosted many large-scale conferences and seminars.
This is a place that has been trusted by many large-scale events and conferences in the North to organize with the number of guests up to thousands. With many outstanding features such as: geographical location near the capital, near the airport, located in a poetic coastal area. In addition, FLC Sam Son Resort and Tourism Complex has nearly 600 rooms including 5-star Hotel and Resort; entertainment and sports services: spa, tennis, 18-hole international standard Golf course and especially the 1,300-seat International Conference Center suitable for many events, conferences, seminars... With many such amenities, FLC Sam Son Resort and Tourism Complex is the destination of many MICE customers in the past time and promises to be an ideal destination for MICE guests in the future.
Dr. Nguyen Tri Hieu, an economist, also said, "Currently, the biggest difficulty for tourism agencies in Vietnam is how to connect with large corporations to have a regular customer base and customer care services, and conference services must be very professional and fast."
Overcoming current difficulties and having effective methods of exploiting MICE tourism also opens up opportunities for socio-economic development in many fields. It is important that Vietnam tourism must increase promotion and introduce this potential to tourists and tourism partners. Exploiting and developing MICE tourism requires links between tourism businesses, links between the tourism industry and local authorities to build brands for tourism programs to attract domestic and foreign visitors.
