Shift towards experiential offerings increasingly visible across destinations such as Phu Quoc, Da Nang and Nha Trang. Photo Credit: New World Phu Quoc Resort
For the past few years, Vietnam’s meetings and incentives sector has focused on expansion: new destinations, improved connectivity and increased hotel numbers beyond traditional cities such as Hanoi and Ho Chi Minh City.
Vietnam’s MICE industry is forecast to grow from US$7.79 billion in 2025 to US$10.75 billion by 2030.
And as secondary destinations rise, Vietnam’s MICE has seen fresh development.
“The question today is no longer whether Vietnam can host large groups,” said Phuong Pham, director of sales, New World Phu Quoc Resort. “Planners are now asking whether Vietnam can create experiences delegates will remember after the event.”
That shift is becoming increasingly visible across destinations such as Phu Quoc, Da Nang and Nha Trang, where MICE development is moving beyond venue capacity towards more experience-led programming.
Beyond the ballroom
In Phu Quoc, large-scale incentive groups are already testing the island’s growing capabilities.
“We recently managed 1,500 delegates from China for a beachside event,” said Pham. “The typical enquiry today is not about gala dinners and meeting spaces. Delegates want impact, scenery and differentiation.” The resort’s DNA is equipped for such requests, integrating cultural and lifestyle elements into programmes. This includes fish sauce factory and pearl farm visits to wellness activities and beachfront entertainment.
The island’s appeal has also been strengthened by its 30-day visa-free policy and growing direct connectivity from Chinese cities such as Chengdu and Shanghai.
Competing on value
“Vietnam’s competitive advantage used to centre largely on cost, but that’s not the case now,” noted a Hoiana Resort & Golf spokesperson. “We are witnessing an increased demand for wellness, golf and diverse MICE infrastructure such as convention centres located by the beach and outdoor venues that still deliver premium experiences.”
In Da Nang, integrated developments such as Hoiana Resort & Golf are increasingly positioning themselves as self-contained MICE ecosystems designed to simplify programme execution. Spanning four hotels with over 1,200 keys, a wide range of dining and leisure offerings including a championship golf course and a private beach, the resort allows planners to plan accommodation, meetings, golf, wellness and social events within a single destination.
The resort is also strengthening its long-term MICE ambitions with plans for a 2,500-seat convention centre, a second golf course and an additional 1,000 five-star rooms, reflecting the property’s confidence in attracting larger-scale incentives and longer-stay programmes.
More than a beach resort
Similarly, Nha Trang is also emerging as part of this next wave of MICE development, particularly for planners seeking resort-based programmes that balance relaxation with large-scale event capabilities.
“Nha Trang’s advantage lies in its ability to offer an island-style resort environment without sacrificing accessibility,” said a spokesperson from Nha Trang Marriott Resort & Spa. “On Hon Tre Island, delegates feel removed from the city, yet Cam Ranh International Airport is located just 30 minutes away. That balance is becoming increasingly important for planners looking to create immersive experiences while still ensuring smooth programme execution.”
At Nha Trang Marriott Resort & Spa, the focus is increasingly on creating more flexible and experience-led environments for corporate groups. Beyond conventional meeting spaces, the property offers outdoor lawns, clubhouse venues with dedicated in-house kitchens and beachfront settings that allow planners to move away from standard ballroom formats.
The property also benefits from access to the Vinpearl Convention Center, whose Crystal Ballroom spans nearly 2,600sqm and can accommodate up to 2,400 guests, reinforcing Nha Trang’s growing ability to host larger-scale international events while maintaining the atmosphere of a resort destination.