Quang Ninh seeks to attract more MICE visitors during the year-end season through well-planned travel packages, better service quality and closer cooperation among tourism businesses. The city aims to provide more convenient and rewarding visitor experiences while promoting sustainable tourism growth.
MICE tourism, which combines meetings, incentives, conferences and exhibitions with travel, is an important market for Quang Ninh. Visitors often travel in large groups and use a wide range of services, including hotels, restaurants, cruises and tourist attractions. Developing this market can benefit both travelers and local businesses.
Quang Ninh aims to welcome more than 23 million visitors in 2026 and generate about 71 trillion dong in tourism revenue.
According to the Department of Culture, Sports and Tourism, the city received approximately 18.8 million visitors in the first nine months of 2026, up 9.9% from a year earlier. International arrivals exceeded 4.2 million, while tourism revenue reached about 56.4 trillion dong. MICE tourism contributed significantly to these results.
Improving services and travel experiences
Since the beginning of the year, Quang Ninh has welcomed many MICE groups of 500 or more people. Recently, the Vietnam Association of Medical Biochemistry held a conference attended by more than 1,200 delegates. The event combined professional meetings, a gala dinner and sightseeing activities.
This was the third time the association had chosen Quang Ninh as its event destination.
Dr. Tran Hoai Nam, Standing Vice President of the Vietnam Association of Medical Biochemistry, said Quang Ninh is one of the few destinations able to meet the association's requirements. "Quang Ninh offers beautiful scenery, large hotels and conference halls, and suitable facilities for meetings and exhibitions", he said.
The city's advantages include five-star hotels, high-end resorts, cruise services and a wide range of recreational activities. Its regional expressways, Ha Long International Cruise Port and Van Don International Airport also make travel more convenient. The planned Hanoi-Ha Long high-speed railway is expected to further improve access in the future.
These facilities allow MICE visitors to combine work with leisure without having to travel between multiple destinations, making their trips more convenient and enjoyable.
During the final months of 2026, Quang Ninh is organizing several cultural and entertainment events, including the Yen Tu - Autumn Meditation 2026 Festival, the Binh Lieu Then Festival, special art performances and the Quang Ninh Food Festival.
These events offer visitors opportunities to explore local culture, cuisine and natural attractions beyond their conference schedules.
In order to make travel easier, tourism businesses are developing packages that combine accommodation, conference facilities, dining, entertainment and sightseeing. Better coordination among service providers can help visitors save time, enjoy a wider range of activities and receive more consistent service throughout their stay.
Ngo Van Huy, head of domestic tourism at Saigontourist Hanoi, said Quang Ninh has strong advantages in attracting large MICE groups, including modern facilities, four- and five-star hotels, a UNESCO World Heritage site and diverse tourism services.
He said Saigontourist plans to bring more groups to Quang Ninh during the year-end season, including several large groups.
Building a sustainable MICE tourism market
Along with the domestic market, Quang Ninh is seeking to attract more international MICE visitors, particularly from markets with higher spending potential.
International conferences and events can help promote the destination, support local businesses and create opportunities for visitors to return for leisure travel.
Vinayak Razdan, general manager of FLC Grand Hotel Ha Long, said the hotel has welcomed large MICE groups from Japan, India and Russia this year.
He said the hotel plans to further develop Southeast Asian markets, including Malaysia and Singapore.
According to Razdan, visitors who have positive experiences often return with their families and friends and continue using premium tourism services. This shows the importance of service quality in building long-term relationships with travelers.
For Quang Ninh, sustainable MICE tourism development means focusing not only on visitor numbers but also on the quality of each visit and the long-term benefits for the local tourism industry.
Maintaining suitable incentives, improving service standards and strengthening the capacity to serve large groups will be important. Closer cooperation among travel agencies, hotels, restaurants and attractions can also make travel arrangements simpler and more reliable.
Well-designed itineraries that combine business activities with cultural experiences, sightseeing and relaxation can give visitors more value from their trips while creating opportunities for different local tourism businesses.
By improving visitor experiences and encouraging longer stays and return visits, Quang Ninh aims to build a more stable, competitive and sustainable MICE tourism market in the years ahead.
