It's no coincidence that Da Nang is increasingly asserting its position as a "shining star" on the international MICE tourism map. Not only does it possess modern and integrated infrastructure and a luxurious resort ecosystem, but Da Nang is also highly regarded for its unique and high-class MICE tourism experiences that are rarely matched elsewhere.

Da Nang Attracts MICE Tourists Thanks to Its Outstanding Advantages

Since the beginning of 2025, Da Nang has consistently become a destination for many large international MICE groups. In February 2025, the city welcomed 226 MICE guests from Bota-P World Co., Ltd. (Thailand), with many attractive experiential activities, allowing tourists to combine business with exploring the city's unique culture, cuisine, and landscapes.

At the same time, the Tamil Business Conference took place in Da Nang with the participation of over 300 international guests from more than 30 countries. In addition, The CTM Asia Conference and All Stars Awards 2025 attracted approximately 70 experts in the fields of MICE, independent travel, and leisure from Asian and international markets, creating opportunities for networking, cooperation, and market expansion for the local tourism industry.

According to the plan, Da Nang aims to welcome approximately 80,700 MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors in 2025, an 11% increase compared to the previous year. With its modern infrastructure, professional services, and advantages in natural and cultural landscapes, Da Nang is increasingly asserting its position as a leading MICE destination in Vietnam and the region.

With its long coastline, increasingly sophisticated event infrastructure, and a network of high-quality hotels, resorts, and services, Da Nang is transforming from a leisure tourism destination into a leading MICE (Meeting, Incentive, Convention, Exhibition) hub in the region.

Specifically regarding MICE tourism potential, Da Nang possesses a unique combination of advantages, creating a comprehensive and attractive "MICE ecosystem" that few other localities can match. International standard convention centers located near the beach, large outdoor venues, and a system of high-class 4-5 star hotels all combine to create a complete and convenient MICE ecosystem for organizers wishing to implement a model that combines meetings, exhibitions, and experiences.

With its abundant tourism resources, including diverse types of mountains, sea, and rivers, along with its central location and easy access to World Heritage sites such as Hoi An Ancient Town, My Son Sanctuary, and Hue Imperial City, Da Nang can create exciting business and leisure travel itineraries for visitors.

Sun World Ba Na Hills transforms MICE tourism into a unique experience.

Within Da Nang's high-class MICE supply chain, Sun World Ba Na Hills is increasingly favored as a unique highlight, a superior MICE "playground" where major brands create events with their own distinctive mark.

g.

A Manulife event held at the Golden Bridge

Sun World Ba Na Hills boasts a superior advantage thanks to its unique location and impressive setting. Located at an altitude of 1,487m with a cool climate year-round, Ba Na Hills offers rare cloudscapes, creating a unique and unforgettable MICE (Meetings, Incentives, Conferences, and Exhibitions) backdrop for large-scale events.

In particular, thanks to the integrated ecosystem of Sun Group, Sun World Ba Na Hills can flexibly combine with high-class hotels and resorts within the same system, such as: InterContinental Danang Sun Peninsula Resort, Mercure Danang French Village Bana Hills, or Premier Village Danang Resort. This helps build "all-in-one" experiences, from relaxation, entertainment, shopping to team building, optimizing budget and time for MICE groups.

With its stunning location, comprehensive service system, and impressive event space, Sun World Ba Na Hills is truly an ideal destination for unique and distinctive MICE programs.

A team-building activity organized at the Eclipse Square

Sun World Ba Na Hills boasts modern and flexible infrastructure, allowing for customizable spaces to meet the demanding requirements of international MICE events. Squares like Noel Plaza, Eclipse Square, or the mystical space inside the Moon Castle are ideal choices for hosting branded events, from gala dinners and awards ceremonies to showcases and product launches.

In particular, the Golden Bridge – a newly emerging world wonder – can become the exclusive backdrop for artistic and creative events, having been utilized in the "Walking on Clouds" fashion show in 2018 and the popular "United We Stream Asia" online music festival in 2020. Many international brands are willing to invest heavily in organizing special programs, creating a unique impression on the legendary bridge at sunset, when the sunlight softly reflects on the dazzling golden arches.

With its customizable space, unique location, and stunning natural landscape, Ba Na Hills is increasingly establishing itself as a leading MICE destination, offering unique, distinctive, and unforgettable event experiences for all brands.

Thanks to its superior space, infrastructure, and services, Sun World Ba Na Hills has become the top choice for international-scale events. Many major brands have leveraged Ba Na's unique landscape and integrated ecosystem to organize unique, distinctive, and impressive MICE programs.

For example, Manulife organized an event honoring its outstanding members nationwide (MDRT 2025), directed by the LongKan team. The spectacular music gala at the Eclipse Square provided a mystical experience, combining stunning performance art and lighting. Meanwhile, Zacapa – a premium rum brand from Guatemala – chose the Moon Castle to host its "cloud-high" rum tasting event, combining cuisine, music, and cigars to create a unique experience amidst the clouds of Ba Na Hills.

These events not only demonstrate Ba Na Hills' prestige but also affirm its ability to create MICE programs with a distinctive touch, far surpassing traditional meeting models.

Mr. Kunal Avanti, Artistic Director of Magnanimous – an event organizer from India, expressed his satisfaction:

“We have organized numerous events around the world in Dubai, Malaysia, Sangri-la (China), Jaipur (India)… Now we are looking for a location that can make a mark for a major event of a global brand. We are not choosing individual destinations. We are choosing an ecosystem that can operate as a sophisticated system, meeting all needs from accommodation and transportation to unique experiences and world-class event organization.”

With its complete ecosystem, unique landscape, and professional services, Sun World Ba Na Hills continues to affirm its position as a leading MICE destination, offering world-class, distinctive, and unforgettable event experiences for international brands.

The vast and magnificent space of the Moon Castle is also an ideal location for MICE tourism activities and events.

The outstanding potential of Sun World Ba Na Hills' MICE tourism, with its ability to transform every event into a unique experience in the clouds, contributes to making Ba Na Hills in particular and Da Nang in general a dream MICE destination, where emotions soar and brands are elevated.

In the future, the presence of Sun PhuQuoc Airways – Sun Group's newly launched airline brand – with its expanded flight network connecting international markets and major domestic cities to Da Nang, promises to complete the high-class MICE tourism ecosystem associated with Sun World Ba Na Hills, further empowering Da Nang to reach higher on the international MICE tourism map.