Local Culture Emerges as a Competitive Advantage for MICE Tourism in Ho Chi Minh City

HO CHI MINH CITY, Vietnam – August 2026 — As global MICE tourism continues to evolve, authentic local culture is emerging as a key factor in helping destinations stand out. At the ITE HCMC 2026 High-Level Tourism Forum, tourism industry leaders discussed how sustainability, connectivity and distinctive cultural experiences can strengthen the competitiveness of Ho Chi Minh City as a MICE destination.

Mr. Nguyen Huu Y Yen, Chairman of the Members' Council of Saigontourist Travel, a member company of Saigontourist Group, joined a panel discussion focusing on the future of MICE tourism under the theme “MICE Tourism in a New Era: Sustainability – Connectivity – Opportunities.”

Beyond Venues: Creating More Meaningful MICE Experiences

Ho Chi Minh City has established a strong foundation for MICE tourism with its international-standard hotels, convention facilities, professional services and convenient infrastructure. However, according to Saigontourist Travel's experience in serving MICE groups, infrastructure alone is no longer enough to differentiate a destination.

Local culture can become a powerful competitive advantage.

By incorporating authentic cultural experiences into MICE itineraries from the initial product-design stage, destinations can offer international travelers a deeper connection with Vietnam.

Experiences such as visiting traditional markets, discovering local neighborhoods, joining Vietnamese cooking classes and participating in community-based activities can transform a business trip into a more memorable cultural journey.

Authentic Vietnamese Culture at the Heart of MICE Tourism

For international companies and event organizers, MICE travel is increasingly about more than meetings and conferences. Participants are looking for experiences that help them discover the identity, lifestyle and culture of the destination.

In Ho Chi Minh City, this creates opportunities to combine professional events with carefully designed cultural activities.

A MICE itinerary could, for example, include a local food experience after a conference, a cooking workshop for team building, or an exploration of the city's historic neighborhoods and markets.

These activities not only enrich the program but also allow visitors to experience the destination beyond conventional sightseeing.

Sustainability Is Becoming Essential

The new generation of MICE tourism also places greater emphasis on sustainable travel and community value.

Reducing single-use plastics, minimizing waste and designing activities that generate meaningful benefits for local communities are increasingly important considerations for international event organizers and corporate clients.

For destinations competing in the global MICE market, sustainability is therefore becoming part of the overall travel experience rather than a separate initiative.

Saigontourist Travel Connects Services, Culture and Sustainability

With the diverse tourism ecosystem of Saigontourist Group and extensive experience in organizing MICE programs, Saigontourist Travel is positioned to connect accommodation, transportation, cuisine, entertainment, destination experiences and professional event services within a single itinerary.

This integrated approach allows MICE organizers to create programs that combine international-standard services with authentic Vietnamese experiences.

For Ho Chi Minh City, the combination of modern infrastructure, professional tourism services, distinctive local culture and sustainable practices can strengthen its position as an attractive MICE destination in Southeast Asia.

Building the Future of MICE Tourism in Vietnam

The discussion at ITE HCMC 2026 highlights an important shift in the global MICE market: successful destinations are no longer competing solely on facilities and price, but increasingly on the experiences and stories they can offer.

By bringing local culture into the heart of MICE programs while maintaining high service standards and responsible tourism practices, Ho Chi Minh City can offer international businesses and travelers something that is difficult to replicate elsewhere—a professional event experience with a distinctly Vietnamese identity.

Meetings create connections. Culture creates memories. And sustainable tourism creates lasting value.