DA NANG ACCELERATES TO CONSOLIDATE ITS POSITION AS A LEADING REGIONAL MICE DESTINATION

With a series of synchronized support policies and a strong focus on upgrading infrastructure and visitor experience, Da Nang is entering an acceleration phase to reinforce its position as a leading MICE destination in the region, especially amid increasingly intense competition on the global tourism map.

MICE Policies Enter a New Phase of “Experience Elevation”

Entering 2026, Da Nang’s MICE promotion program has been upgraded under the orientation of “Da Nang – Elevating the MICE Tourism Experience,” marking a shift from fragmented support approaches to a long-term development strategy that places the experience of MICE delegations at its core.

The focus of this new phase lies in enhancing flexibility in support policies while building sustainable partnerships with MICE operators. Accordingly, MICE groups receive comprehensive support ranging from airport welcome services, greeting gifts, media connectivity, to consultation on legal procedures. Priority mechanisms are also designed to encourage repeat visits, contributing to long-term cooperative relationships between businesses and the destination.

In terms of scale, domestic MICE groups of 70 guests or more and international groups from 30 guests upward are eligible for suitable support packages, helping reduce organizational costs while improving the overall quality of the experience.

Alongside policy enhancement, Da Nang is actively diversifying its market access channels. In the domestic market, combo products following the model of “Train – Conference – Resort Stay” are being introduced to ease pressure on air travel while enriching the journey experience. In international markets, the city proactively promotes itself at major MICE trade fairs and has established the Da Nang MICE Taskforce to provide end-to-end support for businesses and delegations throughout the event organization process.

Many experts believe that to maintain competitive advantages against regional MICE hubs, Da Nang must continue improving air connectivity through airline alliance models while simplifying administrative procedures. Digitizing the licensing process for international conferences and seminars and shortening processing times are considered key factors in enhancing the destination’s competitiveness in the next phase.

Within Da Nang’s MICE development landscape, the challenge lies not only in increasing the number of MICE groups but also in real operational capacity to serve large-scale delegations with tight schedules and high flexibility requirements. This is also a decisive factor in achieving future targets for visitor numbers, room inventory, and total room nights.

From this perspective, integrated resort–conference complexes such as Furama Resort Đà Nẵng play a crucial role in the city’s MICE ecosystem. Beyond being a place of accommodation, Furama Resort Đà Nẵng is positioned as a comprehensive MICE destination where conferences, lodging, and leisure experiences are seamlessly operated within a single space.

Furama Resort Danang: International-Standard Conference and Accommodation Facilities

The resort is located on a key connectivity axis linking Da Nang city center, the Võ Nguyên Giáp coastal road, and the southern technology zones, ensuring convenient transportation for corporate groups and international organizations. This locational advantage is particularly suitable for events with dense schedules and high demands for flexibility.

The resort’s most prominent highlight is the Furama International Convention Palace, situated within the resort complex and accommodating up to 1,000 guests. Over the years, this venue has hosted numerous scientific conferences, technology forums, and investment promotion programs of national and international scale.

The Furama International Convention Palace has a capacity of up to 1,000 guests.

APNIC 60 Conference – the largest Internet forum in the Asia-Pacific region.

In addition, the Ariyana Convention Centre Danang, located adjacent to the resort, significantly expands event-hosting capacity with seating for up to 2,500 guests and previously served as a venue for APEC 2017. The connectivity between these two facilities forms the largest contiguous conference complex in Central Vietnam, enabling the organization of diverse event formats—from large-scale conferences to highly interactive specialized sessions.

Vietnam Logistics Forum 2025 at Ariyana Convention Centre Danang, attended by Prime Minister Phạm Minh Chính

Notably, Furama Resort Danang is among the pioneers in Central Vietnam in applying Artificial Intelligence (AI) to MICE services. The smart robot “Ms. Ariyana” has been deployed at events to assist with welcoming guests, providing guidance, and transporting documents, thereby optimizing manpower and enhancing attendee experience.

Robot “Ms. Ariyana” in the journey of applying AI to MICE services at Furama Resort Danang

At the same time, the resort is implementing solutions that combine AI with Extended Reality (XR) technologies, alongside comprehensive upgrades to sound–visual systems and high-speed internet infrastructure. These initiatives reflect a commitment to accompanying Da Nang in its goal of developing smart, sustainable tourism aligned with global MICE trends.

Explore more about our conference facilities at: https://furamavillasdanang.com/meeting-events/

The growth of MICE tourism is measured not only by the number of delegations or event scale but also by the quality of infrastructure, services, and the ability to deliver professional, seamless experiences. With the support of integrated accommodation and conference facilities such as Furama Resort Đà Nẵng, Da Nang is steadily strengthening its position as a dynamic MICE destination, ready to meet the increasingly sophisticated demands of the international market in 2026 and beyond.