Driving forces for MICE tourism

To gain a deeper understanding of this topic, Business Forum Magazine had a conversation with Mr. Xavier Cappelut, Vice President of Accor Vietnam, the operator of Pullman Hai Phong Grand Hotel – a flagship hotel, a symbol, and the face of Hai Phong in the MICE tourism sector.

Mr. Xavier Cappelut estimated that by 2025, around 10 million people would visit Hai Phong. With Accor's existing customer base of over 70 million, this will help Pullman Hai Phong achieve the potential of MICE tourism.

- Mr. Cappelut, Pullman Hai Phong is regarded as ushering in a new era of leisure tourism, combining work with socially engaging activities while offering unique cultural experiences. Does this mean that Accor sees significant potential for MICE tourism in Hai Phong?

The tourism industry consists of two main markets: leisure and business (meetings, conferences, and events). Hai Phong is a city with great potential for MICE tourism, as it is not only an ideal destination for business travelers and conference attendees but also renowned for its culinary scene, family-friendly attractions, and opportunities for exploration.

Additionally, Hai Phong is Vietnam’s largest port city, and in recent years, its economy has developed rapidly, with numerous industrial zones hosting major domestic and international companies. Notably, Hai Phong also serves as Vietnam’s logistics hub.

More importantly, Hai Phong holds a highly strategic position for economic development. It is a gateway for both domestic and international trade via sea, air, road, and rail. For example, traveling from Hanoi to Hai Phong takes just over two hours, making it highly convenient, and the city is also very close to Cat Ba and Ha Long Bay.

These factors have contributed to the growth of MICE tourism in Hai Phong. The expansion of MICE tourism acts as a catalyst for the development of leisure tourism in the city. This presents a tremendous opportunity for the Pullman Hotel City brand to establish a strong presence in Hai Phong.

Pullman Hai Phong offers diverse culinary experiences with six restaurants and bars featuring a variety of Chinese, Mediterranean, and Vietnamese cuisines, complemented by state-of-the-art facilities and advanced technology.

- What are the advantages of Pullman Hai Phong Grand Hotel in the MICE tourism sector?

Pullman Hai Phong was established in a market where the city already had seven other international hotels. However, what sets Pullman Hai Phong Grand Hotel apart is that it is the only flagship hotel of the Pullman brand in Vietnam, meeting the highest standards in both facilities and services. It serves as the face and symbol of Hai Phong, offering the highest level of service quality to date.

Notably, in terms of facilities, the hotel boasts the largest grand ballroom in Northern Vietnam, covering an area of 1,200 square meters and accommodating over 1,000 guests, making it capable of hosting large-scale events.

Additionally, Pullman Hai Phong features 364 guest rooms and apartments designed with the latest and most advanced technology to cater to travelers’ needs. A particularly unique feature is that the hotel’s elevator can accommodate and transport a car, facilitating automotive-related events.

Furthermore, the hotel offers diverse dining experiences with six restaurants and bars serving Chinese, Mediterranean, and Vietnamese cuisines, all supported by modern infrastructure and advanced technology.

More than 80% of the hotel’s employees are Hai Phong locals, and the combination of their hospitality with five-star service standards creates a distinctive identity for Pullman Hai Phong. The hotel also has policies to attract Hai Phong residents to experience its dining services and participate in various events such as weddings, family celebrations, birthdays, and gatherings with friends.

To complement its MICE offerings, the hotel also features pools for children and families, as well as diverse culinary options catering to all age groups. This makes it an ideal choice not just for business trips but also for leisure and family bonding.

- Some experts predict that in the next three years, internationally branded hotels will account for 40% of mid-to-high-end hotel projects in Vietnam. In response to this trend, how does Accor plan to maintain its position as the leading international hotel management group after more than three decades?

Accor has been operating in Vietnam for over 35 years, as well as in Southeast Asia. It was also the first international hotel management group to launch a Vietnamese-language web app, underscoring its commitment to Vietnam as a key and strategic market for its expansion.

Vietnam is developing rapidly, particularly in recent years, and Accor’s growth in the country aligns with its economic trajectory. Currently, Accor operates 46 hotels in Vietnam under various brands and segments. This reflects the group’s strategy of diversifying its hotel brands across different destinations. The choice of which brand to introduce depends on the location and specific market conditions.

At the same time, Accor remains focused on human resources. Since hospitality is about heart-to-heart connections, it is essential to train and develop local talent so they can fully leverage their strengths and innate hospitality. Accor also adheres to high service standards to ensure the best possible experiences for guests.

By concentrating on the core values of hotel management—delivering outstanding guest experiences—Accor has contributed to enhancing international-standard hospitality for both domestic and international travelers in Vietnam.

With these efforts and the recent opening of Pullman Hai Phong, Accor will continue to expand in Vietnamese cities and explore new destinations to meet growing tourism demands.

- Looking ahead, as the tourism market recovers and with visa policies and tourism stimulus measures in place, what recommendations would you offer to the Hai Phong authorities and the Vietnamese government to strengthen Vietnam’s position on the global tourism map?

For both Hai Phong and Vietnam, one of the key factors in boosting tourism development is ensuring that travelers can reach their desired destinations easily and conveniently. Without an expanded network of flight routes, roads, or maritime transport, tourism growth will be limited.

Therefore, alongside the expansion of expressway networks to facilitate travel, Vietnam in general—and Hai Phong in particular—needs to develop an interconnected transport infrastructure linking provinces, districts, and communes. Additionally, it is crucial to increase the number of domestic and international flights. Currently, Hai Phong receives flights from South Korea, but there should be more routes from other international destinations such as Thailand and other Southeast Asian countries.

Moreover, the Vietnamese government should further relax visa policies to attract international visitors. A stronger focus on promotional activities is also essential, particularly in showcasing Vietnam’s rich and diverse culinary and cultural heritage.

Workforce training is another important factor. Despite their innate hospitality, Vietnamese people require professional training to improve service quality.

Finally, Vietnam ought to host more globally acclaimed events in different cities. Hai Phong should think about hosting significant events like high-profile sporting events with well-known international sportsmen or huge music festivals, similar to the international fireworks festival held in Da Nang. These kinds of events would draw attention to Vietnam as a desirable travel destination on a worldwide scale and showcase particular cities as important event hosts.

 Sincerely, thank you!