Delivering revenue up to 6 times higher than other types, MICE tourism is being strongly promoted by Binh Dinh with many demand-stimulating incentives. Pioneering this wave, the high-end commerce and services complex Imperial Oasis Quy Nhon was born with a chain of international-standard luxury event, exhibition and meeting centers, lifting Quy Nhon’s MICE tourism model up the global map.
A “Gold Mine” from MICE Tourism
MICE – a type of tourism combining travel with seminars, conferences, incentives, events, market partner search and business development – is bringing great potential to the tourism industry.
The World Tourism Organization (UNWTO) forecasts that by 2025, MICE tourism will earn more than USD 1,400 billion, with Europe and Asia – Pacific the two largest regions.
According to data from the Vietnam National Administration of Tourism, of the 10 million international visitors to Vietnam in 2016, about 20% were MICE visitors. The number of MICE guests at travel companies also grows 10–15% each year. According to Dr. Nguyen Anh Tuan, Director of the Institute for Tourism Development Research, revenue from MICE tourism is up to 6 times higher than other types, and MICE visitors stay 3–4 times longer than ordinary tourists.
Quy Nhon Boosts Incentives to Tap the “Gold Mine” MICE
Quy Nhon has all the potential elements for MICE tourism to develop, with a long history of resort tourism, abundant scenic spots, distinctive local culture and convenient transport. Phu Cat Airport is expected to be upgraded to an international airport by 2030, an important launchpad for Quy Nhon’s MICE model to make its mark on the world map.
Not missing out on this revenue “gold mine”, Binh Dinh has for many years worked with tourist attractions and travel companies; tourism businesses have offered many discount programs to attract groups attending conferences and seminars combined with tourism, especially in the low season, while also organizing many activities and events linked with provinces and cities nationwide, and so on.
As a result, Quy Nhon has attracted a series of large-scale national and international events such as martial arts tournaments, kickboxing, golf, marathons and Explore Science – a science discovery tour, not to mention about 15–20 festivals each year.
However, relying only on large events or pure nature is not enough. Quy Nhon needs more destinations that both meet conference-hosting requirements and diversify experiential activities such as festivals, shopping, culture and music, to create experiences within “a single step” that help MICE tourism reach the international market.
Imperial Oasis Quy Nhon: A New Attraction from Top-Level Gatherings
Holding its position as the first specialized high-end commerce and services complex at the core of Cat Tien – the companion city of Quy Nhon – Imperial Oasis Quy Nhon promises to be a breath of fresh air that elevates MICE services here.
At Imperial Oasis Quy Nhon, conferences and award events will be elevated in exquisitely designed venues. At the central clock tower is a world-class Crystal Ballroom system with the Billion Lounges – ultra-luxury rooms inlaid with gold – and the Magic Show auditorium with a modern sound and lighting system, where visitors enjoy music at its most refined, plus an art exhibition space with contemporary paintings. This will become the destination for million-dollar negotiations and the venue for the region’s leading events.
Unlike ordinary conference centers that only host events, Imperial Oasis Quy Nhon also offers a different experience through its chain of shophouses, commerce, services, festivals and street culture running 24/7, creating a city that never sleeps and adding appeal to MICE trips.
After meetings, visitors can shop to their heart’s content on the high-end commercial streets, enjoy limited-edition collections and socialize at West Street’s most luxurious restaurants; immerse themselves in lively festivals and enjoy attractive local culture and cuisine on East Street; or explore a unique entertainment world built around Imperial Oasis Quy Nhon’s famous architectural icons such as the Billion View Tower viewing tower, the Panorama Skyway sky bridge, the Glass Museum museum of light, the Golden Silk pedestrian bridge, the Bloom Tower coral torch, and the themed pedestrian streets…
Diverse, attractive services and luxurious spaces will make meetings no longer dull, but instead filled with excitement and a desire to explore. This persuades even the most demanding visitors, such as the elite or international groups. This is the missing piece in traditional MICE tourism. As a result, Quy Nhon gains competitiveness and becomes the center of national-scale conference tourism, reaching out to the international level.
Imperial Oasis Quy Nhon Project
- Location: Cat Tien Urban Area, Phu Cat district, Binh Dinh.
- Investor: Lac Viet Group
- Hotline: 076 259 2468
- Website: http://imperialoasis.vn
