Vietnam Showcases Ho Chi Minh City as Asia’s Emerging MICE Powerhouse at IMEX Frankfurt 2025

Vietnam showcased Ho Chi Minh City as an emerging MICE powerhouse at IMEX Frankfurt 2025 to strategically position the city as a leading destination for meetings, incentives, conferences, and exhibitions in Asia. By presenting a unified delegation under the theme “Welcome to Ho Chi Minh City,” the country introduced innovative tourism products, sustainable event models, and immersive cultural experiences to over 3,800 global buyers. This initiative aimed to enhance international visibility, attract high-spending business travelers, and establish long-term partnerships with global event organizers—aligning with Vietnam’s broader ambition to lead Asia’s next wave of MICE tourism growth. Vietnam is making bold strides to position itself as a competitive player in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism market, with Ho Chi Minh City leading the charge. This ambition was on full display at IMEX Frankfurt 2025, one of the world’s foremost trade shows for the travel industry, held from May 20 to 22 in Germany. With the theme “Welcome to Ho Chi Minh City,” Vietnam’s dynamic southern metropolis captured attention through immersive presentations, vibrant displays, and high-level B2B networking initiatives aimed at global buyers and exhibitors