As we step into 2025, the tourism sector is gearing up for significant growth, particularly in the realms of MICE (Meetings, Incentives, Conferences, and Exhibitions) and nocturnal tourism. With revenue expectations reaching a staggering $1.4 trillion globally for MICE tourism, Vietnam is positioning itself as a formidable player in this dynamic industry.
According to the United Nations World Tourism Organization (UNWTO), MICE has quickly transformed into one of the fastest-growing segments in the tourism industry. The Asia-Pacific region, in particular, is set to be at the forefront of this boom. Reports from The Business Research Company support this trend, projecting an increase in the MICE market from approximately $978.77 billion in 2024 to $1.063 trillion in 2025, reflecting a compound annual growth rate of 8.3%.
Amidst these figures, Vietnam’s travel sector is exhibiting promising signs, with MICE tourism seeing a notable 35% increase in the first quarter of 2024 compared to the previous year. Major players in the industry, such as Crowne Plaza by IHG, are revitalizing hotel offerings to match the rising demands of this market. Crowne Plaza's initiative to innovate globally by 2026 is a testament to their commitment to enhancing the MICE experience.
Furthermore, over 90% of event organizers are optimistic about the revival of in-person events, further underscoring the potential for growth. Vietnam is not just a promising destination; it may very well become a leader in MICE tourism, with significant investments into infrastructure and services designed to attract international events.
Key cities like Da Nang have emerged as top choices for major international events, thanks to their robust infrastructure and appealing landscapes. The InterContinental Danang Sun Peninsula Resort exemplifies the luxurious offerings aimed at MICE clients, boasting an exquisite capacity and stunning views.
However, challenges remain. Local competition exists from established MICE destinations such as Singapore, which has incorporated more sustainable practices that appeal to environmentally conscious organizations. Reports indicate that while Vietnam is on the rise, there is an urgent need for a more integrated approach to sustainability in its tourism offerings.
In juxtaposition to the MICE trend, there is a rising fascination with nocturnal tourism, described as “noctourism.” This innovative travel concept allows individuals to experience the world under the cloak of night, presenting unique opportunities to observe wildlife and natural phenomena. In a survey conducted by Booking.com, 69% of respondents expressed a preference for cooler travel destinations, and 72% are actively considering locations with minimal light pollution, attesting to a shift in traveler attitudes towards sustainability.
Vietnam itself offers a range of nocturnal experiences, such as the opportunity to witness glowing eyes rising above the waters in Cat Tien National Park or embark on firefly tours in Cuc Phuong. Such experiences are becoming increasingly popular, particularly for those seeking to connect more deeply with nature.
Global trends also show increased interest in nocturnal adventures, with museums offering overnight stays inspired by the popular film “Night at the Museum.” Travelers can enroll in unique experiences like the Northern Lights tour in Tromso, Norway, renowned as the “capital of the Northern Lights,” providing visitors an almost guaranteed chance to view this stunning phenomenon.
Europe, particularly iconic destinations such as Iceland and Italy, is also seeing an uptick in nocturnal tourism, with visitors partaking in experiences like truffle hunting or admiring the breathtaking auroras in the Northern sky. In the UK, tourists can enjoy a magical evening at the Natural History Museum, emphasizing how such unique offerings are in demand.
Thus, the intersection of MICE tourism and nocturnal experiences represents an exciting frontier for Vietnam. The country is uniquely positioned to leverage its rich natural landscapes to attract both MICE events and travelers seeking night-time adventure. Though the landscape is competitive, Vietnam has the potential to stand out by introducing sustainable practices and unique activities that speak to modern travelers’ desires.
As we look towards the future, the potential of nighttime adventures with cultural or social components cannot be overlooked. With initiatives such as Bali’s celebration of the New Year through a day of silence, travelers begin to recognize the importance of immersive experiences, those that allow for meaningful engagement with the local culture.
In conclusion, Vietnam's MICE sector is preparing for a vibrant year ahead as it embraces emerging trends like noctourism. With a commitment to elevating the visitor experience through sustainability and innovation, Vietnam is poised not just to attract MICE events but also to charm adventurers seeking the thrill of the night.
