ITE HCMC 2026’s High-Level Tourism Forum was led by Deputy Prime Minister Pham Thi Thanh Tra, Minister of Culture, Sports and Tourism Lam Thi Phuong Thanh, and Vice Chairman of the Ho Chi Minh City People’s Committee Nguyen Loc Ha, with more than 300 delegates in attendance.
ITE HCMC 2026 placed MICE development at the heart of its largest edition, signalling Vietnam's intent to raise tourism's economic value through higher-spending visitors, longer stays and stronger links to trade, investment and innovation.
Related: ITE Ho Chi Minh City to mark its biggest-ever edition | Meetings & Conventions Asia
The focus builds on an established base. Vietnam is already popular with planners for its competitive value, strategic Asian location, varied destinations, improving facilities and safe, welcoming environment. Its blend of business, culture, coast, cuisine and nature also supports incentive travel and bleisure extensions.
Rise of MICE
The High-Level Tourism Forum drew more than 300 delegates to the Saigon Exhibition and Convention Center on 27 August.
Vietnam’s Deputy Prime Minister Phạm Thị Thanh Trà outlined four priorities: strengthen institutions and infrastructure; develop distinctive products and international event brands; advance green and digital transformation and workforce capabilities; and reinforce Ho Chi Minh City as a regional MICE hub.
Minister of Culture, Sports and Tourism Lâm Thị Phương Thanh placed Vietnam's MICE market near US$6 billion. Citing international research, she said the global MICE and business travel market would exceed US$1.8 trillion in 2026 and reach US$2.4 trillion by 2031, with MICE visitors spending three to six times more than conventional tourists.
Industry presentations expanded the discussion. David Mann, Chief Economist for Asia Pacific at Mastercard, examined market trends; Rita Kuan, Market Strategy Manager at the Global Sustainable Tourism Council, addressed sustainability; and Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association, explored connectivity and international events.
Key themes in focus
Hamid then moderated a panel with Mann, Kuan, Nguyen Van Hai, Director of Market Development at Vinpearl; Tran Nguyen, Deputy CEO of the Entertainment and Hospitality Division at Sun Group; and Nguyen Huu Y Yen, Chairman of the Members' Council of Saigontourist Travel Service Company Limited. Discussions covered greener events, sustainability measurement, technology and public-private partnerships.
Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism, presented 'Vietnam MICE Tourism: A New Vision'. His framework shifted the focus from meetings to meaningful experiences; venues to destinations; tourists to participants and creators; short visits to extended stays; and standalone events to connected ecosystems.
Bleisure is central to that strategy. Extending arrivals and meetings into team-building, culture, gastronomy and leisure can increase stays and spending. Destination propositions range from Hanoi's heritage and Ha Long's cruises to Da Nang's beaches, Nha Trang's wellness offer, Ho Chi Minh City's business energy and Phu Quoc's island incentives.
Ha identified five strategies: build infrastructure; connect MICE corridors and partnerships; create distinctive experiences; brand Vietnam as an experience-driven destination; and strengthen governance. A smart ecosystem spanning AI, data and digital platforms would support delivery, alongside lower-carbon events, community benefits and cultural preservation.
Vietnam is moving beyond price and venues towards connected experiences and lasting value. The challenge lies in converting popularity into consistent standards, seamless delivery and bookable products.