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and conference facilities and other es-
sential logistics.
In this regard, Hanoi and HCMC
have made much progress for the phys-
ical part, but the local capacity of host-
ing, organising and managing interna-
tional events remains low.
Fourthly, ‘management capacity’
is a crucial factor in executing major
events successfully. Vietnam’s educa-
tion sector has only recently discovered
event management, with some institu-
tions having added it to their tourism
and hospitality curricula. In Vietnam,
it will take several years to build a pool
of event managers, whilst the overall
quality of the education system remains
in question.
Lastly, the successful development
and promotion of a country as a MICE
destination depends not the least on
the quality of its products and services.
MICE organisers and travellers are dis-
cerning customers with limited time.
They usually seek smooth travel, good
accommodation, tasty and healthy
food, convenient transport, competent
service, well organised and effective
events, friendly people, and maybe a
bit of free leisure time and excitement.
They want a life-time experience and
value for their money.
This last point is probably the most
complex and difficult to achieve. It re-
quires the efforts of all if Vietnam wants
to expand its MICE business further.
* Kai Marcus Schröter is a German
national living and working in Vietnam
since 1998. He is the founder and CEO of
HTM Management Consultancy, a boutique
hospitality tourism management advisory
firm, providing professional services for the
industry in Vietnam, Laos and Cambodia.
www.ht-management.com
The natural beauty of the country must be harnessed in
tandem with a solid plan for MICE sector development
Increasingly, Vietnam is drawing international MICE busi-
ness, but more work is needed to expand it