Hoa Binh Group consolidates leading position in Vietnam’s MICE industry

Hoa Binh Group has established itself as a leader and pioneer in Vietnam's MICE (meetings, incentives, conferences, and exhibitions) industry.

Since its inception in 2008, the company has quickly risen to prominence by strategically positioning MICE as a key trend and promoting Vietnam as a premier destination for MICE tourism.

Hoang Lan, CEO of Hoa Binh Group, said, "We are ready with a long-term strategic vision, committed to growing the MICE industry in Vietnam, and poised to compete with top regional countries like Thailand and Singapore."

Throughout its development, the company has collaborated with over 3,000 partners and served thousands of domestic and international clients.

These partners include major organizations such as the United Nations Development Programme (UNDP), World Bank, and various governmental and non-governmental agencies, Hoa Binh Group said in a release.

In 2023, the company reached a major milestone, successfully organizing a series of large-scale events ranging from international conferences to cultural exchange festivals.

One of the standout events was the WCO 2023 Technology Conference and Exhibition, which brought together more than 1,200 delegates from 95 customs authorities and international businesses.

Additionally, the AMRI 16 Conference in Danang, with the theme “Communication: From Information to Knowledge”, was another significant event that further highlighted the rapid growth of the MICE sector in Vietnam.

Major productions such as the K-pop concert Seen Festival and Hoa Binh Coming Day have cemented the company’s reputation in event management.

Particularly, Hoa Binh Coming Day, a Vietnam-South Korea cultural exchange event that attracted 40,000-50,000 attendees, received praise from South Korean media outlets, including the Korea Times and Korea Herald, for its top-tier logistics, organization, and security, it noted in the release.

More recently, Hoa Binh Group made headlines by supplying event equipment for 16 MICE events hosted for Indian conglomerate Sun Pharma.

A Sun Pharma representative remarked, "Vietnamese businesses are not only capable of organizing large-scale events but also provide comprehensive, professional solutions for global audiences."

CEO Hoang Lan said that between 2023 and 2035, the company aims to be among the top 10 MICE companies in Southeast Asia and the top 50 in Asia.

To facilitate the goal, the company has already adopted advanced solutions such as AI, big data, and VR to create personalized and immersive event experiences tailored to clients' needs.

In addition, the company plans to extend its MICE ecosystem across Southeast Asia, establishing offices in key MICE markets like Bangkok, Singapore, and Kuala Lumpur.

Simultaneously, subsidiaries like Hoa Binh Events, Hoa Binh Tourist, and Hoa Binh Booking will offer comprehensive packages that include event organization and logistics management for large groups.

The company also plans to promote Vietnam’s MICE image through international conferences and forums, while actively participating in key events like IMEX, IT&CMA, and AIME to strengthen partnerships and affirm its competitive edge on the global stage.