Hòa Bình Group Affirms Leadership in the MICE Industry

A group of 4,500 employees from Sun Pharmaceuticals Industries Limited (Sun Pharma), India, recently participated in a MICE trip (Meetings, Incentives, Conferences, and Events) in Vietnam, from August 27 to September 5. Sun Pharma, one of India’s largest pharmaceutical companies, was founded by billionaire Dilip Shanghvi, the 5th richest person in India and the 13th richest in Asia, with a net worth exceeding $26 billion.

Hòa Bình Group, the official provider of event equipment for this MICE event, played a crucial role in its success. On this occasion, Vietnam Business Forum conducted an interview with Ms. Hoàng Lan, CEO of Hòa Bình Group (the MICE leader).

CEO of Hòa Bình Group Ms Hoàng Lan (the MICE leader)

What are your thoughts on partnering with Sun Pharma, one of the world’s leading pharmaceutical companies, for such a significant event in Vietnam?

We are extremely proud to have contributed to the success of Sun Pharma's event. As the official event equipment provider, Hòa Bình Group prioritized quality and professionalism, ensuring that all aspects—from sound and lighting to event space—were meticulously prepared to meet the high standards of our international clients. This event served both as a challenge and an opportunity for us to improve our services further and demonstrate that Vietnam can compete with top global MICE destinations. We hope the success of this event will promote Vietnam as a prime MICE destination to more international corporations, fostering long-term and sustainable collaborations."

The 33rd ASEAN Directors-General of Customs Meeting in Phú Quốc organized by Hòa Bình Group.

How do you view the opportunities and challenges facing Vietnam’s MICE industry following the success of this event?

Vietnam is rapidly becoming an attractive destination for MICE events due to its infrastructure development, diverse cultural experiences, and stunning natural landscapes. India, in particular, is a large and growing source market for tourists. In the first seven months of 2024, more than 271 thousand Indian tourists visited Vietnam. Local service providers, travel agencies, and certain regions in the country have already established strong collaborations to support the growth of MICE tourism.

However, the MICE industry still faces challenges, particularly the lack of cohesive partnerships between stakeholders and limited policy support from certain local governments to help develop this tourism segment. Moreover, MICE requires two critical factors: the first is technical infrastructure capable of hosting large-scale events for thousands of participants; the second is advanced technology. Both require substantial investment.

Moving forward, Vietnam needs to enhance its international marketing efforts to target the right MICE audience. By doing so, the country can better tap into its potential and strengths in this sector. Successfully hosting large-scale MICE events, such as Sun Pharma's, will lay the groundwork for attracting more international corporations and tourists from countries like India and beyond.

Hòa Bình Group Contributes to the Success of Sun Pharma's MICE Trip

Hòa Bình Group has established itself as a pioneer in the MICE industry over the past two decades. Can you share the Group's strategic vision moving forward?

Founded in 2008, Hòa Bình Group has become one of the leading companies providing services and equipment for MICE events in Vietnam. To date, the Group has partnered with over 3,000 organizations and maintains long-term relationships with thousands of clients, including major institutions like UNDP, the World Bank, embassies, FDI companies, and government and non-government organizations. We have also been involved in major MICE events across Asia, including in South Korea, Singapore, and ASEAN countries.

Looking ahead to 2024–2025, Hòa Bình Group aims to become one of Southeast Asia’s top MICE brands. To achieve this, we will continue investing in human resources and infrastructure while constantly improving our services. A key focus will be developing a young, dynamic team of dedicated employees and technicians who are innovative and ready to deliver creative solutions. We are also committed to upgrading our equipment to meet the diverse needs of our clients.

Through our ongoing efforts, we believe we can contribute to the position of Vietnam as a leading MICE destination in the region.

Giang Tu (Vietnam Business Forum)