1. HORECFEX Vietnam 2026: The Nexus of Hospitality, Tourism & Event Innovation

Taking place on August 20–21, 2026, HORECFEX VIETNAM 2026 stands as a landmark exhibition and international forum, convening top industry leaders, senior executives, and enterprises across Hospitality, F&B, Technology, and MICE (Meetings, Incentives, Conferences, Exhibitions).

Within the overarching structure of HORECFEX 2026, the MICE Track is designated as a specialized focus segment designed to address core industry challenges: establishing a high-standard integrated service value chain and capturing emerging global event opportunities.

2. DECA’s Strategic Leadership in Shaping Central Vietnam’s MICE Landscape

Stepping beyond the role of a supporting partner, the Danang Events and Destination Club (DECA) directly serves as the Host & Content Curator for the official MICE Track.

DECA’s presence at HORECFEX Vietnam 2026 underscores three foundational pillars:

• Ecosystem Orchestration: DECA unifies key stakeholders across luxury accommodations, international convention centers, DMCs, tour operators, and technical/production event suppliers. This cross-sector synergy forms a unified operational force capable of delivering world-class execution for major international events.

• Global Knowledge Transfer: By actively engaging premier international bodies, DECA facilitates the direct transfer of proven methodologies, international best practices, and actionable market intelligence to the local business community.

• Strategic Destination Positioning: Pivoting from passive promotion to proactive, integrated destination marketing, DECA continually reinforces Da Nang’s standing as Asia’s leading festival and event destination.

3. MICE Track Agenda: "MICE Destination Marketing"

The session delivers actionable insights into destination brand-building and high-conversion international bidding frameworks.

• Time: 13:30 – 17:00 | Thursday, August 20, 2026

• Venue: Hue Conference Room (2nd Floor), Exhibition & Convention Center

13:30 – 14:00 | Keynote Presentation: Proven Strategies for Building Successful MICE Destinations

• Speaker: Mr. Vladimir Antchak – Events Management Expert, British University Vietnam (BUV).

• Core Topics: Benchmark models from leading global MICE destinations; public-private partnership (PPP) frameworks in destination branding; leveraging local cultural and infrastructural assets for sustainable competitive advantage.

14:00 – 17:00 | Interactive Workshop: Best Practices for Successful Bidding in MICE

• Facilitator: Ms. Waikin Wong – Regional Director Asia Pacific, International Congress and Convention Association (ICCA).

• Core Topics: Decoding international Request for Proposals (RFP) evaluation criteria; structuring high-impact destination consortium bid books; risk management protocols and tactical negotiation strategies when competing against regional peer cities.

4. Practical Value for DECA Member Enterprises

Participating in the MICE Track delivers measurable advantages across the MICE supply chain:

1. Standardized Bidding Capabilities: Master ICCA-aligned bid development methodologies to increase win rates for regional association congresses and multinational corporate events.

2. Turnkey Consortium Networking: Leverage DECA’s business network to build end-to-end turnkey packages, enhancing collective capacity for mega-delegations.

3. Alignment with International Planner Expectations: Gain direct intelligence on current procurement priorities, including sustainability (ESG) criteria, digital event technologies, and localized experiential curation.

5. Exclusive Registration for DECA Members

To preserve peer-level interaction and deep technical exchange during the ICCA-led workshop, seating is strictly limited.

• Target Attendees: Business Owners, Directors of Sales & Marketing (DOSM), and MICE Department Heads from 4–5 Star Hotels & Resorts, Convention Venues, DMCs, Inbound Operators, and Event Management Companies within DECA.

• Registration Portal: https://ariyana.dahahi.vn/mice-track-mice-destination-marketing-horecfex-2026

• Deadline: Before August 18, 2026 (Registration will close early upon reaching maximum capacity).