MICE Tourism Sector Sees Strong Growth at Ho Chi Minh City Expo
The International Travel Expo Ho Chi Minh City (ITE HCMC 2026) concluded on August 29, drawing 47,960 in-person and online attendees over its three-day run. A key factor in its success was the facilitation of more than 21,000 B2B appointments between international buyers and exhibitors.
The event saw a strong presence from corporate and MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists, including American Express Global Business Travel and BCD Meetings & Events. Industry leaders highlighted MICE as a critical driver for growth in Vietnam's tourism sector.
'Modern corporate clients are no longer satisfied with the traditional 'meeting then leisure' format,' said Mr. Tran The Dung, General Director of Vietluxtour. He emphasized that his firm saw strong demand for MICE services in the first half of the year, particularly from the pharmaceutical, manufacturing, and financial sectors.