5,500-member Indian tourist group arrives in Hanoi: Opportunity to expand MICE market

Hanoi has welcomed a monumental wave of excitement as nearly 500 tourists, the first wave of a colossal 5,500-strong group from India, touched down in Vietnam. This remarkable influx marks the largest MICE (Meetings, Incentives, Conferences, and Exhibitions) group from India ever to grace the shores of the S-shaped country.

Embarking to welcome huge MICE group

Indian tourists visited the Temple of Literature in Hanoi on their first day in Vietnam. Photo: Hoai Nam/ The Hanoi Times

According to a VietTravel report sent to the Hanoi Tourism Department, the group of 5,500 Indian tourists will be divided into smaller groups arriving in Vietnam from August 27 to September 7.

They are all employees of Sun Pharmaceutical Industries Ltd. and come from different countries, with the majority being Indian. The group is classified as high-spending visitors and services booked two to three months in advance. The company is owned by one of India's top five billionaires, who will be accompanying the group.

The Indian tourist group is traveling to Vietnam according to a pre-designed itinerary, visiting Ha Long Bay and Ninh Binh Province before returning to and staying in Hanoi City. At present, 11 five-star hotels in the capital are accommodating the group.

All hotels are ready to serve the special guests. Many of them, such as InterContinental Hanoi Landmark72, Meliá Hanoi, Movenpick Living West Hanoi, Pan Pacific Hanoi or Novotel Hanoi Thai Ha, have hired Indian chefs and imported a range of ingredients to offer an extensive menu of traditional Indian dishes. Some Vietnamese specialties are also included for visitors to try, including beef rice noodle soup, rice vermicelli with fish, fish cakes, and Vong Village green rice flakes for dessert.

Indian travelers explore Vietnamese culture at the Temple of Literature in Hanoi. Photo: Hoai Nam / The Hanoi Times

The Hanoi Tourism Department has instructed local destinations to work with tour operators to arrange priority sightseeing routes and separate ticket inspectors for the group, as well as to ensure their safety at tourist sites. The Group's 11 five-star hotels have been asked to improve the quality of their facilities while ensuring safety and order, fire prevention and control, and food hygiene and safety.

On August 27, the first subgroup of nearly 500 tourists arrived in Hanoi and stayed at the Novotel Hanoi Thai Ha Hotel.

Nguyen Viet Thu, Cluster Director of Sales & Distribution at Novotel Hanoi, noted that despite the size of the group, the reception and check-in procedures were remarkably efficient, leaving the tourists very happy and satisfied.

"A key factor in this success is the warm welcome from the hotel staff," she told The Hanoi Times.

"Touched by our hospitality, guests also greeted the hotel staff with 'hello' in Vietnamese to express their appreciation and friendliness," she added.

Melia Hanoi Hotel hosts a gala dinner for Indian tourists. Photo courtesy of the hotel

With 306 rooms and a prime downtown location, Meliá Hanoi offers convenient access to the capital's attractions and neighboring provinces. Its newly upgraded banquet and meeting facilities, which can accommodate up to 1,000 guests, have made it the choice of three of the six sub-groups, each with more than 300 rooms. In addition, the hotel will host the group's five gala dinners.

"We have a tradition of catering to large MICE events," Antiago Cabre, general manager of Meliá Hanoi, told The Hanoi Times.

"However, it is a challenge for us to serve quality meals that are in line with the religious and cultural beliefs of Indian tourists," he said.

To provide the group with an authentic local flavor, the hotel hired an Indian chef to work with the culinary team throughout the stay. The menu features a variety of dishes including chicken, goat, beans, lentils, vegetables and fruits, all prepared with a variety of spices and herbs. Meals are accompanied by white rice and breads such as roti and naan.

Halal food served to Indian tourists at the Meliá Hanoi Hotel. Photo courtesy of the hotel

Hanoi's tourist attractions attract Indian visitors

In the afternoon, they were divided into smaller groups to visit Hoa Lo Prison Relic, Temple of Literature, Ba Dinh Square, Hoa Lo Prison Relic Sites and other attractions.

According to Le Xuan Kieu, director of Van Mieu - Quoc Tu Giam Center for Cultural and Scientific Activities, this is a huge group of tourists, so the center has planned to support their reception, such as parking and tourist traffic management. The visitors of the Temple of Literature - Imperial Academy mainly visited the exhibition areas.

A representative of Vietravel, which provides transportation services to the group, said that the unit has prepared a system of luxury tourist buses with modern designs to comfort visitors during their trip to each location on the tour itinerary.

Great opportunities for Indian visitors

Indian travelers explore Vietnam's history at the Hoa Lo Prison Relic Site in Hanoi. Photo: Hoai Nam / The Hanoi Times

According to the Vietnam National Authority of Tourism (VNAT), Vietnam welcomed more than 392,000 Indian arrivals in 2023, an increase of 231% compared to 2019. Notably, in the first six months of 2024, the country received 231,000 Indian arrivals, a remarkable increase of 164% compared to the same period in 2023.

Such impressive figures show that India has become one of Vietnam's top 10 international tourist markets. This is proof that Vietnam is a destination receiving a massive wave of Indian travelers.

VNAT Vice Chairman Ha Van Sieu said the Indian market is growing very fast, which has great potential for Vietnam's tourism. The 4,500-member group is a bright spot for the industry.

According to experts, Vietnam has all the advantages to further attract this type of tourist thanks to its convenient location and flight routes. In addition, Vietnam is still a fresh destination with diverse culture and cuisine and rich natural resources. The Indian market shows great potential for Vietnamese tourism to tap MICE tourist groups, especially wedding tourism with lavish weddings of ultra-rich Indians.

Indian travelers pose for a group photo with local travelers at Hanoi's iconic Temple of Literature. Photo: Hoai Nam/The Hanoi Times

Nguyen Viet Thu from Novotel Hanoi Thai Ha Hotel says the Indian tourist market is growing rapidly, which brings great potential for the country's tourism development.

When choosing to travel to Vietnam, tourists often opt for high-end four- and five-star services. However, this market also has unique trends, needs and tastes, especially when it comes to cuisine," she said.

Regarding the Indian market, Santiago Cabre noted that the number of Indian guests staying at Meliá Hanoi has increased significantly compared to the same period in 2023.

"The potential of Indian tourists remains very promising, thanks to the advantage of direct flights and Vietnam's reputation as a safe and friendly destination," he said.

"Indian tourists are considered to be in the high-end segment, and we hope they will continue to boost spending on travel services and shopping in Hanoi and neighboring provinces," he added.

Vietnam's hosting of the 4,500-strong Indian tourist group opens up great opportunities for localities to improve service quality and increase revenue from MICE visitors. In Hanoi alone, the careful preparation of accommodation facilities further confirms the capital as a center for MICE tourism, Cabre said.