Among the key events hosted were the 2025 Da Nang International Fireworks Festival (DIFF 2025), the first Vietnam–UK Football Festival, and the third Da Nang Asian Film Festival (DANAFF III). These high-profile occasions not only attracted large audiences but also strengthened Da Nang’s appeal as a dynamic "event city" where tourism, culture, arts, and business converge.

Industry experts note that these events create a multiplier effect as they helped expand visitor profiles, extend average length of stay, increase spending, and reinforce Da Nang’s status as a distinctive and competitive MICE destination in Asia.

Following its recent administrative merger, Da Nang now boasts over 2,200 accommodation facilities with nearly 65,000 rooms, including nearly 140 four- and five-star hotels. This modern infrastructure, combined with international-standard venues, provides strong foundations to host major global events.

Andre Pierre, CEO of the Furama International Tourism Complex, highlighted Da Nang’s proven capacity in organising high-level gatherings, including past APEC and ASEAN Summits. “By hosting events like the Vietnam–UK Football Festival and DANAFF 2025, we aim to project Da Nang as a vibrant, creative, and welcoming city, not just livable, but a global destination for culture and tourism,” he said.

The Department of Culture, Sports and Tourism has set a target of welcoming 80,700 MICE visitors in 2025, an 11% increase from 2024. This includes 40,000 domestic and 40,700 international travellers. The first half of the year already shows encouraging trends, with many corporate groups choosing Da Nang for combined business and leisure trips.

According to Huynh Thanh Son, CEO of DANAGO Travel, Da Nang remains a top choice for companies hosting MICE tours, including conferences, team-building activities, and gala dinners.

Nguyen Duc Quynh, President of the Da Nang Hotel Association, expects a surge in international visitors thanks to better air connectivity from markets like Thailand, Myanmar, Japan, and the Middle East. This will drive demand not only for MICE but also for luxury and wellness tourism.

Industry leaders also credit Da Nang’s early adoption of MICE-supportive policies, which have effectively helped the city bounce back in the post-pandemic period. With continued investment in its natural and cultural resources, hospitality, transport, and event infrastructure, Da Nang is well-positioned to compete as a top MICE hub in the region.

However, seizing this opportunity will require innovation. Experts urge local MICE businesses to develop high-value, creative, and culturally distinctive products that justify premium pricing and meet international expectations.

To consolidate its global MICE brand, Da Nang needs a long-term strategic plan focused on strengthening regional cooperation and creating diverse MICE experience chains; enhancing service quality, digital event management, and human resource development; and launching bold, multi-platform digital marketing campaigns targeting global markets; and participating in international MICE associations.

In parallel, closer public–private collaboration is needed to refine supportive policies, attract investment, and boost long-term competitiveness. The proposed establishment of a Da Nang MICE Tourism Association would serve as a unifying platform to pool resources, share expertise, and promote the city’s brand to the world.

As Da Nang builds momentum, it stands before a unique opportunity to position itself not only as Vietnam’s leading MICE destination, but as a top-tier convention city in Southeast Asia.

Da Nang emerges as key link in Vietnam-Japan tourism push

VOV.VN - Vietnam and Japan target two million two-way tourist visits each year, with central Da Nang city emerging as a key hub for bilateral tourism.