1. Global MICE Tourism Trends Shaping 2025
MICE tourism is becoming one of the fastest-growing segments in the travel industry. According to a report from the United Nations World Tourism Organization (UNWTO), MICE tourism revenue is expected to reach approximately USD 1.4 trillion by 2025, with the Asia-Pacific region playing a key role. Forecasts from The Business Research Company also indicate that the market will grow from USD 978.77 billion in 2024 to USD 1.063 trillion in 2025, with a compound annual growth rate (CAGR) of 8.3%.
Currently, sustainability and wellness trends are increasingly becoming crucial criteria. While advanced technologies like artificial intelligence (AI) usher in an era of optimized scheduling and smart connectivity, hybrid meetings and in-person gatherings are also making a strong comeback, seeking compact spaces that foster deep connection and spark creativity. Personalized experiences are no longer optional—they are becoming the new standard for destination excellence, catering to the distinct needs of clients.
In a recent report jointly conducted by Crowne Plaza by IHG, YouGov, Stylus, and Material, the Blended Travel trend (combining business and leisure) is also seen as a significant influence. Crowne Plaza itself is undergoing a comprehensive global transformation through the end of 2026 to meet these new demands. Looking ahead to a vibrant and high-potential 2025, over 90% of surveyed event organizers expressed optimism about the strong recovery of in-person events and anticipate increased budgets.
2. Impact of MICE Trends on Key Markets in Vietnam
Vietnam is currently emerging as a promising MICE destination in the region. According to data from the Vietnam National Administration of Tourism, the number of MICE travelers in Q1/2024 increased by 35% compared to the same period in 2023. Mordor Intelligence also forecasts that Vietnam’s MICE industry could reach USD 7.79 billion by 2025 and continue growing at a CAGR of 6.67%, reaching USD 10.75 billion by 2030. With strong infrastructure development and government support policies, Vietnam is becoming an attractive venue for international MICE events.
The research unit also emphasized that the hotel industry plays a crucial role in driving MICE development in Vietnam. Major corporations and hotel chains are continuously upgrading to accommodate MICE events in leading markets like Da Nang and Phu Quoc, as well as emerging destinations such as Hai Phong and Cam Ranh, in line with current trends.
With top-tier infrastructure for accommodation, transportation, and tourism services in both Vietnam and Asia, Da Nang is currently a preferred destination for hosting large-scale international events. Notably, the InterContinental Danang Sun Peninsula Resort stands out by offering a distinctive MICE experience amidst majestic natural surroundings. In addition to its impressive architectural design across more than 2,100m² of indoor and outdoor spaces, the resort is highly rated for its premium airport lounge services, upgraded VIP transport, theater-style ballroom, and exceptional welcome standards.
InterContinental Danang Sun Peninsula Resort offers unique MICE experiences amidst lush natural settings – Internet Photo
Meanwhile, in Hai Phong—the gateway of Northern Vietnam's MICE scene—the opening of the new flagship Pullman Hai Phong Grand Hotel is setting a new standard for events and conferences in the port city. The innovative MEET/PLAY model features eight multifunctional spaces to meet diverse demands, from small-scale meetings to grand events. A key highlight is the largest pillarless Grand Ballroom in Northern Vietnam’s 5-star hotel segment, spanning over 1,200m² and accommodating more than 1,000 guests. The unique MEET/PLAY program is expected to significantly elevate the MICE experience here.
The largest pillarless Grand Ballroom in Northern Vietnam’s 5-star hotel segment at Pullman Hai Phong Grand Hotel, opening March 2025 – Internet Photo
Additionally, according to Connect2Asia (C2A), a travel and event company, Vietnam faces strong competition from leading MICE countries in the region. Specifically, compared to Singapore, Vietnam has yet to fully integrate sustainable elements, potentially limiting its appeal to environmentally conscious organizations.
To address this challenge, destinations like Cam Ranh and the Radisson Blu Resort Cam Ranh have emerged as fresh alternatives. The resort’s commitment to MICE quality is reflected in its culinary offerings, which prioritize fresh, local, and sustainable ingredients. Moreover, Radisson Blu Resort Cam Ranh has implemented a no single-use plastic policy in its conference and meeting areas, replacing them with biodegradable alternatives. The resort also encourages paper reduction and has established comprehensive recycling stations to ensure that materials like paper, glass, and plastic are properly sorted and processed.
Radisson Blu Resort Cam Ranh uses no plastic in its meeting and conference areas – Photo provided by the resort
Meanwhile, Phu Quoc—the tropical paradise set to host APEC 2027—attracts MICE travelers with large-scale events, artistic performances, economic conferences, and luxurious weddings. A representative from JW Marriott Phu Quoc Emerald Bay Resort & Spa shared that the island’s strong appeal lies in its rapidly developing and high-quality infrastructure, open visa policies, and convenient flight connections.
As the venue for a series of billionaire weddings from India and Thailand, the resort has made its mark on Phu Quoc’s MICE map with its creative architecture by the legendary Bill Bensley. The elegant Grand Ballroom, the largest within the hotel premises, features 10-meter-high ceilings and draws inspiration from a century-old academic lecture hall, creating a banquet space that harmoniously blends with the luxury resort atmosphere to offer a complete guest experience.
Luxurious wedding at JW Marriott Phu Quoc Emerald Bay Resort & Spa – Internet Photo
It can be said that the MICE tourism trend in 2025 is opening up numerous opportunities while also posing several challenges for Vietnam. Investing in infrastructure, improving service quality, and developing strategies to attract MICE travelers will help Vietnam strengthen its position on the global MICE tourism map, enhance its national image, and boost the local economy. With promising destinations and dedicated efforts from major brands, Vietnam is well-positioned to embrace the new MICE wave and pursue sustainable development in the future.
Source: Cafebiz
