AIME 2025 took place from February 10-12 at the Melbourne Convention and Exhibition Centre, Australia. This annual event serves as a key platform for connecting businesses specializing in MICE tourism, golf tourism, wedding tourism, luxury travel, event planning, and suppliers.

Da Nang's booth at the Asia Pacific Incentives & Meetings Event (AIME 2025). (Photo: Da Nang Department of Tourism)

Tan Van Vuong, Deputy Director of the Da Nang Department of Tourism, highlighted Da Nang’s strong potential for MICE and golf tourism, as well as its strategy to attract high-end wedding and leisure travelers.

In recent years, Da Nang’s tourism sector has actively explored new markets to diversify its reach and expand its visitor base.

In 2024, Da Nang organized two tourism and investment promotion events in Melbourne and Sydney, Australia. By participating in AIME 2025, the Department of Tourism aims to strengthen connections with potential business partners specializing in high-spending visitor markets across the Asia-Pacific region and globally.

Partners exploring and exchanging information about Da Nang's MICE tourism market. (Photo: Da Nang Department of Tourism)

"Through AIME 2025, Da Nang’s tourism industry hopes to enhance cooperation with businesses in Australia and the Asia-Pacific, attract more visitors from key markets, and work toward establishing direct flights between Da Nang and Australian cities in the near future," he stated.

During the three-day event, Da Nang tourism representatives held nearly 200 meetings with potential buyers in MICE, golf, wedding, and luxury tourism from Europe, the U.S., Australia, Singapore, India, and Southeast Asia. Hundreds of visitors also stopped by the Da Nang booth to explore tourism opportunities in the city.

Australia is among Da Nang’s top 10 international tourist markets and is considered highly promising for the city’s tourism industry. The Australian MICE tourism platform MICENET has recognized Da Nang as an emerging MICE destination in the region.

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