In 2025, business tourism (MICE) is experiencing strong and competitive growth in Southeast Asia. Vietnam and Indonesia are significantly enhancing their appeal by investing in infrastructure, innovation, and diversifying their offerings, while also capitalizing on the "bleisure" phenomenon (combining business and leisure). These two nations are emerging as leading strategic growth drivers in the MICE sector within Southeast Asia. Their dynamism is helping to solidify the region's image as an essential MICE hub.

► New generations and bleisure
 

Both Việt Nam and Indonesia boast attractive destinations, from rich cultural heritage to famous attractions

The Asia-Pacific MICE market is undergoing remarkable expansion, valued at $212.83 billion in 2025 and projected to reach $328.97 billion by 2030, exhibiting a Compound Annual Growth Rate (CAGR) of 9.10%. The region has been identified as the fastest-growing market globally. Southeast Asia, in particular, is benefiting from rapid economic growth, stimulating a sophisticated demand for innovative MICE solutions.

Vietnam is positioning business tourism as a strategic economic pillar, aiming for long-term, high-value-added growth. The hospitality market is expected to reach approximately $19.75 billion by 2034, with a CAGR of 12.30% between 2025 and 2034, driven by the rise of MICE and the emergence of smart hotel concepts.

► Business tourism in Vietnam in 2024-2025: A promising renaissance

In 2025, Vietnam confirms its position as a dynamic and innovative MICE destination, supported by remarkable tourism growth and an ambitious national strategy. Having welcomed over 10 million international visitors in the first half of the year, the country demonstrates exceptional economic resilience, with the tourism sector now contributing over 6.6% to its GDP. This performance is underpinned by massive investments in infrastructure, particularly in Hanoi, Ho Chi Minh City, and Da Nang, where new convention centers and high-end hotels are enhancing national appeal. The government plays a crucial role by offering significant fiscal and logistical support for organizing international events.

A notable transformation is occurring in the approach to professional events, with the emergence of the "bleisure" concept, which harmoniously integrates professional experiences and well-being. Organizers are now focusing on more agile formats, prioritizing more frequent, personalized, and intimate meetings, reflecting evolving professional dynamics. Thematic diversification is also a strategic focus, with increasing openness to innovative sectors such as technology, green industry, finance, and healthcare. Concurrently, Vietnam is strengthening its regional cooperation, notably with Indonesia, facilitating economic and professional exchanges. This comprehensive strategy positions Vietnam as a particularly attractive regional hub for professional events, combining modern infrastructure, an innovative approach, and unique cultural experiences.

► The art of combining business and culture: MICE programs in Vietnam
 

Vietnam and Indonesia can enhance business tourism through cultural and landscape synergies

Indonesia is targeting new tourism records in 2025, with international visitor spending projected at approximately $23.4 billion, surpassing the 2019 record by nearly 12%. The overall contribution of the travel and tourism sector to the national GDP is expected to reach an unprecedented 5.5%, a 21% increase compared to 2019. The Indonesian MICE market is estimated at approximately $1.5 billion in 2025, with a projected CAGR of 7% for the 2025-2033 period.

► Indonesia: An archipelago with a thousand facets for your incentives

In 2025, Indonesia is emerging as a particularly strategic and dynamic MICE destination, with an ambitious economic vision and an innovative approach to business tourism. The tourism sector, including the MICE segment, is expected to contribute significantly to the national economy, accounting for 5.5% of GDP and generating a robust economic ecosystem of 14 million jobs and over $23 billion in foreign revenue. Metropolises such as Jakarta, Bali, and Surabaya are positioning themselves as international congress hubs, supported by modern infrastructure and high-quality facilities.

The Indonesian government is deploying a particularly bold diversification strategy, aiming for between 14.6 and 16 million foreign tourist arrivals and expanding its traditional segments to promising niches such as medical tourism, halal tourism, and senior tourism. Bali is emerging as the epicenter of this transformation, becoming the undisputed capital of "bleisure," where professionalism and well-being harmoniously converge. The destination distinguishes itself with its high-end infrastructure and its resolute commitment to sustainable development, attracting a demanding international clientele conscious of environmental issues. This dynamism is based on a particularly successful public-private collaboration model, where authorities and economic actors strategically co-invest in training, continuous improvement of service quality, and international promotion. This systemic approach strengthens Indonesia's competitiveness and attractiveness on the global professional events stage.

► Bali: The island of the gods, a new leading destination for MICE tourism
 

Similarities open up chances for Việt Nam – Indonesia Business Tourism opportunities

Vietnam is establishing itself as a major MICE hub in Asia, leveraging its economic growth, attractive policies, and new infrastructure to draw global conferences and business travelers. Its cost competitiveness and aggressive visa reforms are key assets. Indonesia, for its part, is positioning itself as a powerful regional player, thanks notably to Bali's appeal, the diversity of its destinations, and strong governmental will. The country is capitalizing on innovation and its cultural richness to attract regional and international markets.

Although their strategies and challenges differ, both nations are experiencing significant growth and share a common vision of the importance of MICE, investing heavily in infrastructure and digitalization. To attract high-value visitors, they will need to continue refining their services, strengthening human resource training, and adapting their offerings to global expectations regarding sustainability and technology.
In 2025, their success in business tourism will be a key indicator of their ability to innovate and solidify their positions as indispensable players on the global MICE map.