DA NANG PARTICIPATES IN ASIA-PACIFIC’S LEADING MICE TRAVEL FAIR IN AUSTRALIA FOR THE FIRST TIME
For the first time, Da Nang’s tourism sector is honored to participate in the Asia Pacific Incentives & Meetings Event (AIME 2025), one of the foremost MICE tourism fairs in the region.
AIME 2025 is scheduled from February 10 to 12, 2025, at the Melbourne Convention and Exhibition Centre in Australia. This annual gathering is a distinguished platform for facilitating connections among businesses engaged in MICE tourism, golf tourism, destination weddings, luxury travel, event management, and various suppliers.
Mr. Tan Van Vuong, Deputy Director of the Da Nang Department of Tourism, notes that Da Nang possesses significant strengths in fostering MICE tourism, golf tourism, and high-end wedding and leisure experiences. In recent years, the city’s tourism sector has been proactive in researching and exploring new markets to enhance its appeal to a diverse visitor base while attracting high-spending travelers. In 2024, Da Nang successfully conducted two promotional campaigns targeting tourism and investment opportunities in Melbourne and Sydney, Australia. Through participation in AIME 2025, the Da Nang Department of Tourism aims to strengthen connections with potential businesses specializing in high-value travel demographics across the Asia-Pacific region and beyond.
During the three-day exhibition, Da Nang’s tourism booth effectively facilitated nearly 200 productive meetings with potential buyers interested in MICE tourism, golf tourism, destination weddings, and luxury travel from various regions, including Europe, the United States, Australia, Singapore, India, and Southeast Asia. Furthermore, the booth attracted hundreds of visitors eager to discover more about the unique offerings of Da Nang as a travel destination. Through these valuable discussions, numerous partners conveyed a strong interest in Da Nang’s tourism products, laying the groundwork for promising partnerships in visitor exchanges, event organizations, and conferences.
AIME is recognized as the premier and longest-running MICE travel fair in the Asia-Pacific region, holding esteemed recognition from the Global Association of the Exhibition Industry. AIME 2025 will facilitate approximately 20,000 business meetings, connecting 1,650 buyers with 675 exhibitors, including event management companies, travel agencies, associations, professional conference organizers, corporations, destination management companies, governmental organizations, airlines, and other exhibitors. The event will also harness AI technology to enhance matchmaking and appointment scheduling.
Data from the Australian Bureau of Statistics indicates that over 12 million Australians traveled internationally in 2024, reflecting a 15% increase compared to the previous year. Australian travelers are characterized by their tendency for more extended stays (5–7 days), significant spending, preference for luxury resorts, beach holidays, golf experiences, and cultural tours, and a favorable inclination toward specialized and small-group tours.
Australia ranks among the top 10 international markets for Da Nang and is considered an up-and-coming market for the city’s tourism sector. MICENET, Australia’s premier MICE tourism publication, has acknowledged Da Nang as an emerging destination in this sector within the region.
By participating in AIME 2025, Da Nang’s tourism sector aspires to strengthen connections and broaden partnerships with businesses in Australia and the wider Asia-Pacific region. The city is committed to attracting an increasing number of visitors from key potential markets and is actively pursuing the establishment of direct flights between Da Nang and major Australian cities in the foreseeable future.
DA NANG DEPARTMENT OF TOURISM
