MICE is a sophisticated model that combines work and tourism, requiring a high level of organization, infrastructure, staff, and additional services. MICE tourists travel in large groups and are known for consuming more than other visitors. This type of tourism is favored by a growing number of localities across the country, such as the cities and provinces of Quang Ninh, Da Nang, Khanh Hoa and Hanoi.
Vietnam is fully capable of developing MICE tourism thanks to its advantages in terms of cultural and natural heritage sites, developing infrastructure and diversified development of the tourism market. According to the Vietnam National Administration of Tourism, the number of MICE travelers to Vietnam reached 800,000 in 2018, and the figure is expected to grow strongly in the coming years.
However, Vietnam has not developed national standards for MICE venues. According to the ASEAN Tourism Strategic Plan in the 2016-2025 period, ASEAN will be a quality tourism destination offering a unique and diverse experience, and will be committed to inclusive, balanced, responsible and sustainable tourism development by 2025. This raises the need for Vietnam to issue MICE venue standards.
The Ministry of Culture, Sports and Tourism has collected opinions about draft standards for MICE venues. The Directorate for Standards, Metrology and Quality will appraise the proposal and the results will be announced by the Ministry of Science and Technology.
ASEAN member countries relate to the ASEAN MICE Venue Standards (AMVS) as a reference to develop and enhance the capacity and competitiveness of MICE entrepreneurs in serving both the organizers and visitors in a professional way. AMVS 55 criteria include 32 for physical settings, 10 for technology and 13 for service. Each criterion will be scored with the lowest of zero and the highest of three. If the applicant scores more than 75 percent (124/165 points), the MICE venue will be proposed for certification.
In addition to meeting the requirements of quality, service, class, convenience and safety, some AMVS
criteria also reflect considerations of human dignity and sustainability, such as respect of different races,
religions, cultures, gender and age; compensation, benefits and welfare for staff; environmental protection;
waste handling; and consideration of the surrounding community.