Business Tourism and Vietnamese Gastronomy
An appetizer: a transformation to savor
The business tourism sector, especially MICE events, is undergoing a major shift. MICE professionals are moving from a purely transactional approach to one focused on delivering enriching experiences. This change is driven by growing participant expectations and intense competition among destinations. In this context, gastronomy, particularly Vietnamese cuisine, is a strategic advantage for standing out and offering something different.
Finger foods: trends that are mouth-watering
The MICE sector has shown remarkable resilience and a significant rebound post-pandemic. By the end of 2024, nearly 49% of in-person meetings will exceed pre-crisis attendance levels. The volume of Requests for Proposals (RFPs) has increased by 12%, and overnight stays grew by 21% in the second quarter of 2024 compared to the previous year. This recovery is supported by rising budgets, with over 60% of planners expecting increases in 2025 to manage rising costs and high participant expectations. Today, the challenge isn't just to organize a meeting, but to create a holistic and engaging experience. Participants want more than just logistics; they are looking for a tangible return on investment, like quality networking and interactive sessions.
The main course: culture as the secret ingredient
In a saturated MICE market, integrating local culture and authentic experiences is a key way to differentiate yourself. Companies that embrace local culture can stand out and attract business travelers seeking deeper connections. Food is an excellent way to discover a city's culture, offering an authentic glimpse into local traditions and life. By leveraging local cuisine, MICE events can provide the cultural immersion participants are looking for, which boosts the destination's appeal.
The star chef: Vietnamese cuisine, a unique culinary art
Vietnam has become a world-class culinary destination. Travel & Leisure magazine named it Asia's most attractive culinary destination, and its food is recognized as one of the most popular globally. The arrival of the Michelin Guide in Hanoi and Ho Chi Minh City confirms this status and highlights the richness and diversity of its cuisine.
Born in the green landscapes of the Red River Delta, Vietnamese cuisine is an ancient culinary art. Based on the principle of five flavors and five elements, it's more than just eating—it’s a philosophical and sensory experience. Freshness, lightness, and harmony characterize its dishes, with each bite celebrating a subtle balance of yin and yang.
Vietnam, a land of culinary diversity, offers a unique taste journey through its three regions.
From the subtle North, home of Phở, to the spicy Center of Huế, and the sweet, tropical South, each region tells its own story. Influenced by Chinese, French, and Indian traditions, it has managed to transform borrowed ingredients into original creations. The Bánh Mì, a global gastronomic ambassador, perfectly illustrates this blend of tradition and modernity. This international recognition of Vietnamese cuisine aligns perfectly with the growing demand from MICE professionals for unique and immersive experiences.
The tasting menu: integrating gastronomy into your programs
Gastronomy shouldn't be seen as an afterthought but as a core element of the MICE strategy. Culinary activities are a pillar of modern MICE programs, offering significant opportunities for engagement.
- ♦ Cooking Workshops: These sessions are powerful team-building tools that improve communication, cooperation, creativity, and problem-solving skills.
- ♦ Food Tours: Market visits and street food tastings provide deep and authentic cultural immersion. For example, Hanoi offers tours of its Old Quarter with tastings of iconic dishes like Bún Chả and egg coffee.
- ♦ Gourmet Dining: High-end dining elevates corporate events, enhancing brand image and creating memorable experiences.
The dessert: personalization and wellness, to end on a high note
MICE participant expectations place personalization and wellness at the heart of the experience. Vietnamese cuisine naturally meets these demands.
- ♦ Custom Menus: Rich in vegetables and rice-based dishes, Vietnamese cuisine naturally offers many vegetarian, vegan, and gluten-free options, partly due to Buddhist influence. This inherent inclusivity is a distinct advantage for MICE events.
- ♦ Health and Wellness: Often described as fresh, light, and healthy with little sugar or oil, it perfectly aligns with the trend where 53% of MICE organizers include healthy food options in their programs.
- ♦ Networking and Team Cohesion: Professional relationships are often formed outside of formal meetings. Food is a powerful connector, breaking down barriers and encouraging genuine conversations.
The bill: the future of gourmet MICE in Vietnam
Vietnam is quickly gaining recognition as a growing MICE destination, particularly in key cities like Ho Chi Minh City, Da Nang, and Hanoi. Growth projections for Vietnam's MICE market are promising, with an expected increase of 4.32% between 2025 and 2033.
While other destinations compete on infrastructure, Vietnam has the opportunity to set itself apart by offering an authentic, deeply cultural experience enriched by its globally recognized gastronomy. Vietnam is positioning itself not just as a place for professional meetings, but as a destination that enriches the overall participant experience, immersing them in a vibrant culture and exceptional cuisine.