In his capacity as the first Chairman of DECA, Mr. Le Dinh Nam – Deputy General Director of Bac My An Tourism Joint Stock Company – shared insights regarding the development orientation, operational mechanism, and long-term vision of the Club in creating a distinctive edge for Da Nang as a MICE destination.

The first Event & Destination Club in Vietnam.

Accordingly, the core difference of DECA lies in its integrated model approach, aiming to build a practical connection and operational mechanism for the entire MICE ecosystem. Previously, MICE products primarily centered around accommodation services and conference spaces; today, DECA is progressively repositioning the experience, shifting from merely providing "services" to pioneering "destination value."

One of the major bottlenecks in the industry currently is the lack of synchronized linkage among components, which prevents MICE products from being truly comprehensive. The birth of DECA aims to resolve this issue by connecting enterprises along the value chain, forming all-inclusive product packages, and executing market promotion activities in an organized manner.

Not stopping at the hospitality and conference sectors, DECA also gathers enterprises from various fields such as culture, arts, and indigenous experiences, while closely aligning with the promotion orientation of the tourism industry. From there, it aims to step-by-step develop Da Nang into a destination that does not just supply services, but offers comprehensive solutions for international MICE clients.

However, gathering multiple sectors is merely a necessary condition. The sustainable differentiator of DECA lies in forming an integrated ecosystem where the entire value chain – from conferences, accommodation, and travel agencies to cultural experiences – is connected into a unified and seamless journey.

In parallel, DECA focuses on promotion activities with measurable effectiveness, such as famtrips, business matching, and international partner connections. The goal extends beyond mere promotion, aiming to generate real opportunities, visitor flows, and concrete economic value for both members and the destination.

To ensure that orientations are effectively implemented, DECA applies specific measurement indicators, focusing primarily on the volume of events and MICE delegations arriving in Da Nang – a factor that directly reflects the market appeal of the destination.

More importantly, DECA aims to generate tangible economic value for the entire ecosystem. Connection activities do not just stop at formalities but are transformed into specific collaborations, bringing revenue and clear contributions to the general development.

Right from its formation stage, DECA built an operational mechanism based on the principles of transparency and value-sharing, with a strong commitment to companionship from its members. The allocation of opportunities is carried out based on function and capacity, ensuring fairness and avoiding local bias.

This approach not only creates sustainable cohesion among members but also contributes to enhancing the overall quality of the experience, progressively affirming Da Nang's position as a professional and competitive MICE destination in the region.

DECA ACCOMPANIES THE CREATION OF A SUSTAINABLE MICE ECOSYSTEM FOR DA NANG

In the context of increasingly fierce competition among regional destinations, propelling Da Nang forward on the international MICE map requires a long-term, synchronized, and focused strategy.

Accordingly, to enhance competitive capacity, Da Nang needs to focus on developing three core pillars simultaneously.

First and foremost is building MICE products that are strong enough and carry a unique identity. MICE should not stop at conference infrastructure but needs to be integrated with cultural elements, experiences, and signature local stories, thereby creating a distinct difference and unique value for the destination.

In addition, regional and industry linkages play a key role in forming a synchronized operational ecosystem. Modern MICE is no longer limited to the scope of a single destination but requires close coordination among businesses, localities, and the entire service chain to bring a seamless experience to customers.

In parallel with this, market promotion needs to be deployed in a methodical, continuous manner with effective measurement. Clearly identifying target markets according to each MICE segment will help build appropriate messages and products. At the same time, promotion activities need to be tied to concrete actions such as bidding for international events, organizing famtrips, business matching, and strengthening cooperation with strategic partners in source markets.

In this process, DECA acts as a bridge and a value-creation platform, connecting businesses, destinations, and the market. Not stopping at supporting connections, DECA also participates in co-designing products, contributing to building a practically operating ecosystem and accompanying domestic and international promotion activities.

Through these efforts, DECA not only opens up development opportunities for the member community but also contributes to improving overall competitive capacity, aiming at the goal of turning Da Nang into a dynamic and highly positioned MICE destination in the region.

Source: Content summarized from the interview of Mr. Le Dinh Nam - the first Chairman of DECA on Da Nang Newspaper: https://baodanang.vn/404?r=https://baodanang.vn/deca-be-phong-moi-cho-du-lich-mice-3333188.htm#catagory#c