Golden Opportunity for MICE Tourism

The influx of 4,500 employees of Sun Pharmaceuticals Industries Limited, owned by billionaire Dilip Shanghvi, to Vietnam has created a big buzz in the international tourism industry. The trip not only strengthens Vietnam's position on the global tourism map but also demonstrates the growing importance of MICE tourism (Meetings, Incentives, Conferences, and Exhibitions tourism) in wooing international visitors.

Welcoming a big MICE group

On August 27, 2024, a group of 4,500 people from India officially started their discovery journey in Vietnam, lasting till September 7. Divided into smaller groups, they stayed at 4-5-star hotels in Hanoi, including the InterContinental Hanoi Landmark72, Meliá Hanoi, Mövenpick Living West Hanoi, Pan Pacific Hanoi, and Novotel Hanoi Thai Ha.  They visited famous landmarks such as Hanoi, Ha Long Bay and Ninh Binh to provide a comprehensive view of the country's culture and landscape.

Ms. Nguyen Nguyet Van Khanh, Marketing Director of Vietravel Holdings, said that due to the large scale and number of visitors, her company has prepared a comprehensive itinerary detailing a series of engaging activities for the tourists. This has helped each tourist enjoy a complete experience during five days of sightseeing, combined with work and relaxation.

“We focus on selecting accommodation services at each destination. The tour guide team boasts proficiency in foreign languages, deep knowledge of the destinations, exceptional presentation and storytelling skills, and the expertise to manage sensitive situations, ensuring each group of visitors has a well-organized and enriching experience,” she said.

To meet their needs, hotels in Hanoi have also prepared very carefully. A representative from InterContinental Hanoi Landmark72 said: “We have prepared the best services and amenities to comfort the international group. Every detail, from room to follow-on services, is centralized to bring the best experience to customers."

Not only focusing on accommodation, but it is also important to ensure food requirements, especially religious food. Hotels and restaurants have prepared menus with traditional Indian and vegan dishes. Professional chefs use imported ingredients from India to bring the highest satisfaction to visitors.

In Ninh Binh province, Trang An 5 Restaurant is ready to welcome the group with many traditional Indian dishes. Mr. Dinh Xuan Phuong, the restaurant owner, shared, "We were informed months in advance about the visit from the Sun Pharmaceuticals Group. In response, we have crafted a special vegan menu featuring six main dishes, with 23 ingredients imported from India, all meticulously prepared by our professional chefs. With a team of around 30 employees, we have tried to bring the best service to the delegation from August 28 to September 5."

In addition, seminars, events, and gala dinners have been carefully planned to ensure a perfect experience for this large group. These events are not only places for members to exchange and connect each other but also opportunities for Vietnam to demonstrate its professional organization of international events.

Mr. Jackie Han, Director of VietnamEvents Company, expressed: VietnamEvents' selection as the provider for 16 events and gala dinners for the group of 4,500 people was no mere coincidence. Previously, our company served many Indian tourist groups to Vietnam, including the 3-day-3-night wedding event of billionaire Vivek Dinodiya and bride Anmol Garg with over 600 international guests at Vinpearl Ha Long in February 2024. After this event, VietnamEvents served another group of 2,500 Indian visitors in Ho Chi Minh City.

“We understand that organizing such a large-scale event is not just about arranging services but also about creating memorable experiences for customers. Therefore, we have devoted a lot of effort to researching the Indian culture and preferences to provide the most suitable solutions, from brainstorming and event chain designing to arranging services, all are carried out in the most professional and meticulous manner. The successful execution of this event not only features the stature of Vietnamese tourism but also showcases our expertise in organizing world-class MICE tourism events.”

Not only private companies, but local authorities have also participated in preparing and welcoming the visitors thoughtfully.

Mr. Bui Van Manh, Director of the Ninh Binh Tourism Department, said: The tourism industry has sent specialized staffs to survey and make detailed plans to receive the visitors, arrange traffic flows and organize means of transport. At major scenic spots like Trang An and Tam Coc-Bich Dong, visitors must use boats for discovery, so large groups of visitors can be given priority in a separate lane for the most convenient and fastest travel. Dozens of foreign language-proficient tour guides are arranged to guide visitors. Security, order and healthcare workers are also available to promptly handle any incidents that may arise.

“This event not only promotes local tourism but is also an opportunity to boost the image of Ninh Binh to the world. We extend a warm and attentive welcome to the Indian guests, aiming to showcase the exceptional hospitality and service quality that Ninh Binh has to offer,” he said.

Affirming the potential of MICE tourism in Vietnam

According to the Vietnam National Authority of Tourism (VNAT), in 2023, Vietnam welcomed more than 392,000 Indian visitors, an increase of 231% from 2019. In the first seven months of 2024, India ranked 7th in tourist arrivals in Vietnam.

VNAT Deputy Director Ha Van Sieu said: “The rapidly expanding Indian tourism market presents an opportunity for Vietnam's tourism sector. This group of 4,500 visitors represents a key highlight for Vietnam's tourism industry.”

According to economic experts, Vietnam is blessed with many natural and geographical advantages to strongly appeal tourists from India. With its favorable geographical location, direct flights, diverse culture, rich cuisine and abundant natural resources, Vietnam is emerging as a charismatic destination for Indian tourists, especially MICE and high-end wedding tourism, which are very popular among the super-rich in India.

However, tapping the Indian market is not simple due to differences in culture, religion and experience style. Vice President of the Unesco Hanoi Travel Club, Mr. Pham Tien Dung, emphasized: " Indian tourists typically have high expectations for food and accommodation services. To effectively serve them, especially in large MICE groups, Vietnam must improve its restaurant and accommodation ecosystem. This involves addressing diverse culinary preferences, providing prayer facilities, and offering specialized services to ensure maximum satisfaction for visitors.”

Mr. Jackie Han, General Director of VietnamEvents, also agreed with this view and added: "Welcoming a group of 4,500 Indian tourists is not only a great opportunity but also a challenge for us to improve service quality and prove our ability to organize international MICE events. The careful preparation of Vietnam's accommodation and service facilities has proven that Vietnam is not only a tourist destination but also a potential MICE center.”

The successful reception of this large-scale Indian group is an important step forward, opens up many opportunities for localities to improve service quality and increase revenue from MICE visitors while affirming Vietnam's position in the international tourism industry.

By Thu Huyen, Vietnam Business Forum