Integrating MICE tourism with cultural tourism and local experiences: Current situation and solutions

MICE tourism is emerging as a high-value-added development direction as Vietnam enters a new phase of tourism growth. However, the competitive advantage of MICE tourism depends not only on conference facilities but also on the ability to create distinctive experiences for participants. Integrating MICE tourism with cultural tourism and local experiences can help extend travel programs, increase visitor spending, promote destination identity, and broaden community participation in the tourism value chain. This study analyzes the current state of such linkages, identifies existing gaps, and proposes solutions for developing MICE tourism products that reflect Vietnam’s cultural identity.