Hà Nội has advantages to develop into a regional MICE hub. Photo courtesy of Fairmont Hanoi

Experience-driven MICE trends create new opportunities

MICE is widely recognised as one of the higher-value segments of the tourism industry. According to a report by Allied Market Research, the global MICE market is projected to reach US$2.3 trillion by 2032, with a compound annual growth rate of 11.6 per cent.

Nguyễn Trùng Khánh, Chairman of the Việt Nam National Authority of Tourism, has highlighted that MICE tourism not only attracts high-spending visitors but also generates wider economic benefits for sectors including accommodation, food and beverage, transport and retail.

However, the global MICE sector is undergoing significant changes as organisers increasingly focus on creating memorable experiences for participants.

The 2026 Global Meetings and Events Forecast by American Express noted that improving attendee experiences through more meaningful events has become a key priority for event professionals. This trend has shifted attention from traditional return-on-investment (ROI) measurements towards return on experience (ROE).

Julien Houdebine, Global Chief Sales and Revenue Officer at Accor, said in the report that return on experience focuses on whether events successfully meet the emotional expectations of attendees.

This shift creates opportunities for Hà Nội as it competes with established regional MICE destinations such as Singapore and Bangkok. Alongside its tourism infrastructure, the capital’s long history and cultural heritage provide advantages in developing events that combine business objectives with local experiences.

Connecting hospitality with history and culture

In the luxury hospitality sector, Fairmont has a long history associated with significant international events at several of its properties around the world.

At Fairmont San Francisco, the United Nations Charter was drafted and signed in 1945. In 1943, Fairmont Le Château Frontenac in Canada hosted a meeting between Winston Churchill and Franklin D. Roosevelt that contributed to discussions on the strategy for the Normandy landings during World War II.

This heritage creates a connection with Hà Nội, a city that combines historical depth with modern development. Fairmont Hanoi aims to serve not only as a luxury accommodation venue but also as a space where business events can incorporate local cultural elements.

Fairmont Hanoi provides a new venue for social and cultural gatherings in the capital. Photo courtesy of Fairmont Hanoi

Jean-François Brun, General Manager of Fairmont Hanoi, said the brand’s history has been closely linked with important moments in society and culture.

“Throughout our history, Fairmont has stood as a witness to pivotal global moments that shaped society and culture. In Hà Nội, we see a profound opportunity to continue this legacy, not only through world-class venues but by connecting our guests with the cultural soul and spirit of the city,” he said.

Redefining high-end MICE experiences

Building on its international heritage, Fairmont Hanoi has developed a range of event spaces designed to accommodate different types of gatherings, from business conferences and corporate meetings to cultural and social events.

The hotel’s Grand Ballroom offers more than 1,100sq.m of pillar-free space, making it one of the largest ballroom facilities in the Hoàn Kiếm area. The venue is equipped to host international conferences, business forums, product launches and other large-scale events.

Inspired by the lotus, the ballroom features flexible lighting systems that allow event organisers to adjust the atmosphere according to different requirements.

The Grand Ballroom at Fairmont Hanoi offers a large-scale venue for MICE events in the Hoàn Kiếm area. Photo courtesy of Fairmont Hanoi

The ballroom’s pre-function areas incorporate Vietnamese cultural elements, including artistic walls made from traditional fishing tools and designs inspired by the legend of “Con Rồng Cháu Tiên” (Children of the Dragon and Fairy).

These details reflect themes of connection and heritage, creating a setting where visitors and event participants can experience aspects of Vietnamese culture while attending international gatherings.

Every detail in the Grand Ballroom’s pre-function area is designed to tell a story, celebrating Vietnam cultural identity through architectural and artistic language

The Junior Ballroom, bathed in natural daylight and overlooking the hotel's landscaped courtyard, offers an inspiring setting that encourages creativity, collaboration and meaningful connections. Located on the same level as the hotel's six Boardrooms, it is ideal for seminars, workshops, private meetings and breakout sessions during larger conferences.

The six Boardrooms are designed for executive meetings and intimate gatherings, with interiors incorporating Vietnamese artistic elements. Drawing inspiration from the Vietnamese saying "Miếng trầu là đầu câu chuyện" ("A token of hospitality opens the conversation"), each space uses familiar cultural motifs to foster conversation, collaboration and authentic connections.

Artwork inspired by Đông Sơn bronze drums, Hà Nội’s Old Quarter and the Thăng Long Imperial Citadel provide cultural references while supporting a professional meeting environment.

On the same dedicated events level as the Grand Ballroom, the Signature Ballroom offers a more immersive event experience. Equipped with state-of-the-art 3D mapping technology and a fully integrated open show kitchen, it is designed for interactive events, chef's table experiences, live cooking showcases, product launches, gala dinners and bespoke networking events.

The Signature Ballroom at Fairmont Hanoi. Photo courtesy of Fairmont Hanoi

Franck Jerome Martin, COO of Opal Vietnam, a company involved in organising luxury events, said the venue’s combination of cultural identity and flexible event spaces was an important factor for the high-end MICE market.

“In the luxury MICE segment, a premium venue requires more than just scale; it demands cultural identity and flexibility. At the opening ceremony of Fairmont Hanoi, I was impressed by how Vietnamese heritage elements were integrated into the design while maintaining adaptable spaces for different types of events,” the representative said.

A Boardroom at Fairmont Hanoi. Photo courtesy of Fairmont Hanoi

As global MICE tourism increasingly focuses on personalised experiences and meaningful connections, Fairmont Hanoi aims to provide venues that combine international event standards with local cultural characteristics. The introduction of new event facilities contributes to the diversification of Hà Nội’s hospitality offerings and supports the capital’s ambition to strengthen its position as a leading MICE destination in Asia.