To achieve its goal of welcoming nearly 93,000 MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists in 2026, Da Nang's tourism sector is rolling out comprehensive support policies, with focus on refreshing visitor experiences and removing bottlenecks in infrastructure and procedures to enhance its competitiveness on the global tourism map.
A group of MICE tourists, arranged by the Visit Indochina, in Da Nang in 2025. Photo: Ngoc Ha
Da Nang's MICE tourism promotion program has long been considered a pioneering “specialty” of the city since its launch in 2021. In 2026, the program goes beyond basic support to become a comprehensive strategy under the theme "Da Nang - Elevating your MICE experience".
According to its 2026 plan for promoting MICE tourism, the city aims to attract and support approximately 92,960 MICE visitors, a 12% year-on-year increase. Of these, international visitors will account for a large proportion with nearly 44,000, while the remainder will be domestic tourists.
A key new feature of the 2026 plan is its flexibility and appreciation. Groups of MICE visitors will receive diverse support, ranging from airport reception services and souvenir gifts to media connections and legal and administrative consultancy.
In particular, the city will place strong emphasis on incentives for organizations that bring in repeat visitors. Specifically, for the domestic market, support will be provided for groups of 70 or more, and for the international market, this number is 30 or more.
To achieve these targets, Da Nang is diversifying its market outreach channels. In the domestic market, the tourism sector is working closely with the Vietnam Railways Corporation to develop integrated “Train - Conference - Resort” packages.
Accordingly, luxury tourist railcars designed specifically for MICE travelers not only help ease pressure on air transport but also offer a distinctive heritage journey experience from the moment travelers begin their trip.
A group of MICE tourist in Da Nang
In the international market, Da Nang is proactively promoting itself at major MICE fairs in India, Australia, the United States, and Southeast Asia.
The establishment of the “Da Nang MICE Taskforce” is expected to serve as an extended support arm, providing timely support for businesses and visitors from the preparation stage through to the end of events.
Despite its strong foundations, Da Nang faces stiff competition from established MICE hubs in the region such as Bangkok in Thailand and Bali in Indonesia.
Mr. Nguyen Ngoc Thien, Deputy General Director of the Hai Van Cat International Travel JSC, stressed a need to implement a coordinated strategy to address air connectivity challenges. In the context of limited direct flights from markets such as Australia and India, Da Nang should proactively pursue codeshare partnerships with major aviation hubs in Ha Noi and Ho Chi Minh City, he added.
The transformation of Da Nang’s MICE tourism in 2026 is not just about growth figures, but a strong affirmation of a dynamic, professional city that always makes efforts to innovate to bring the highest value to tourists and investors.
Translated by My Dung