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What is M.I.C.E?

Meetings, incentives, conferences, and exhibitions, or Meetings, Incentives, Conferences, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose. Recently, there has been an industry trend towards using the term 'meetings industry' to avoid confusion from the acronym. Other industry educators are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events profession.

M.I.C.E is a type of tourism which is highly promoted in lots of countries, because its value is much higher than individual tourism or group tourism. M.I.C.E is not the latest trend, basically, it has developed through several stages and different perception of tourism-maker. Eventhough M.I.C.E tourism is new in Vietnam, but  if we exploit this type of tourism effectively then it will probably show significant benefits for tourism services and trading in the future.

- Meetings

About 15-10.000 guests come together for exchanging information purpose and are often held in commercial venues such as convention center or hotel.

- Incentives

This activitie aims to reward and encourage groups or individual empoyee for having successfully achieve company’s plan goals. Most of the cost are paid by the company. Beside business meetings, participants coming to the incentive events also have a chance for relaxing and enjoying.

- Conferences

Basically larger meetings, conferences are usually held for lots of people coming from one or various countries to meet, discuss their mutual interest.

- Exhibitions

A major event format designed to bring people together in a particular field or a group of people with close relationships in business. They perform their products/services or exhibit for visitors.

Why promoting M.I.C.E in Da Nang?

Da Nang is well-known for its diversity in charming landscapes,  various attractive destinations and cultural heritages can be found in Da Nang: Ba Na moutain, Hai Van pass, Son Tra peninsula, Ngu Hanh Son moutain, Museum of Cham Sculpture, Suoi Luong, Suoi Hoa Eco-Tourism Area and My Khe beach which was nominated as one of the most beautiful beaches in the world by Forbes.


Da Nang was identified as one of the three key-tourism regions in Vietnam. In recent years, Da Nang city has enforced many policies to develop tourism into a pointed economic sector of the city. Generally, the city has attracted over 46 tourism projects with approximately 1,815 million in total investment. International and local tourists coming to Da Nang has increased by 16% annually from 2005-2008.

About the  tourism facilities, Da Nang currently has 162 hotels and resorts, 4 of which are 4-5 star level, 15 hotels are rated 3-star or relevant, the others are 1-2 star level and qualified hotels. Under premium circumstances, Hoang Tra Life Resort, Silvershore Hoang Dat as well as 45 infrastructure-tourism projects  are tensely invested and constructed, raising the total number of qualified rooms to 7000 rooms and Conference Centers along with 500-1000 seats upgrading. With qualified infrastructures and premium facilities, Da Nang city is now ready to deploy M.I.C.E tourism.

What are M.I.C.E’s inquiries?

According to Hotel Classification Standard ISO 4391: 2009, hotels that reach 3 star, 4 star and 5 star must have a conference room and necessary facilities to hold conferences. These following minimum standards are required:

- 3-star hotel: 01 conference rooms, separate male and female restrooms nearby.

- 4-star hotel: conference area, ​​200m2 seminar area; lounge, guest registration and tea breaks; 01 200-seat conference room with interpreting cabin; 01 conference room, 01 meeting room; good sound insulation; separate male and female restrooms nearby.

- 5-star hotel: conference area, 200m2 seminar area; lounge, guest registration and tea breaks; 01 300-seat conference room with interpreting cabin; 02 conference rooms; 02 meeting rooms, good sound insulation.

Thus, hotels rated 3 stars and above must have areas and facilities suitable for meetings, seminars and conferences as required.