HoaBinh Group taps into MICE opportunities from the Nordic market

As Vietnam and Sweden celebrate 55 years of diplomatic relations with a high-level visit by Vietnamese Prime Minister Pham Minh Chinh, a new chapter of collaboration is opening between the two nations – centered on innovation, green growth, and global connectivity. With nearly 20 years of experience in organizing international events, HoaBinh Group (The MICE Leader) proudly embraces this opportunity, partnering with Nordic organizations to elevate “Made in Vietnam” MICE to global standards.

1. Vietnam – Sweden: A partnership entering a dynamic new phase

Since the early days of diplomatic ties, Sweden has remained one of Vietnam’s most unique partners – offering development aid and sharing expertise in education, healthcare, and governance. After more than 55 years, this relationship is evolving rapidly, entering a phase of strategic cooperation grounded in innovation and sustainable development.

The official visit of Vietnamese Prime Minister Pham Minh Chinh to Sweden in June 2025 marked a significant milestone, paving the way for deeper connections between governments, businesses, and institutions from both countries. In this momentum of cooperation, the international event industry, especially MICE (Meetings, Incentives, Conferences, and Exhibitions/Events), is expected to serve as a key bridge for trade, investment, and national image promotion.

2. MICE – A key industry bridging Vietnam and Sweden

The growing exchange between Vietnam and Sweden in policy, trade, and investment is driving strong demand for high-level networking events. From bilateral conferences and business forums to incentive travel programs, MICE plays an increasingly vital role in building strategic partnerships and promoting national branding.

Against this backdrop, Vietnam is not only an attractive tourist destination but is also emerging as a leading hub for professional event management in Southeast Asia – ready to welcome Swedish businesses and organizations seeking meaningful and long-term collaboration.

3. HoaBinh Group (The MICE Leader) – A strategic partner for “Made in Vietnam” MICE

With nearly two decades of experience, HoaBinh Group (HBG) is a pioneer in Vietnam’s MICE industry, offering one of the few fully integrated event service ecosystems in the market. From concept development and program design to logistics, tour operations, air tickets, transportation, and hotel bookings – HBG delivers turnkey solutions tailored to international clients, particularly those from Sweden.

Through its subsidiaries – HoaBinh Tourist, HoaBinh Airlines, HoaBinh Bus, HoaBinh Booking, AV Vietnam, and more – HBG doesn’t just organize events; it orchestrates entire MICE journeys, ensuring peace of mind from planning to execution in Vietnam.

In interviews with Dien Dan Doanh Nghiep and ScandAsia, HBG CEO Ms. Pham Hoang Lan shared: “MICE today is more than just a service sector; it has become a soft infrastructure for national transformation. It’s where policies, technologies, and market solutions converge to create sustainable connections”.

She also emphasized the role of professional organizers like HBG in facilitating business partnerships, fostering public – private cooperation, and supporting digital transformation and sustainability within the Vietnam – Sweden relationship.

(Sources: Dien Dan Doanh Nghiep, ScandAsia, Baoquocte, VCCInews)

Currently, HBG is accelerating its collaboration efforts with Swedish enterprises and institutions, aiming to become the go-to strategic partner for all MICE activities in Vietnam – where innovation, connection, and sustainable development are translated into action and world-class service.

With experience in delivering thousands of large-scale international events for organizations such as ASEAN, the EU, the United Nations, and various governmental and non-governmental delegations, HBG is known for its flexibility, operational excellence, and content customization – tailored to each market’s style, particularly Sweden’s emphasis on efficiency, practicality, and user experience.

As Vietnam and Sweden move into a new era of strategic collaboration, HBG is actively expanding its network across Swedish associations, enterprises, and organizations – working toward becoming a trusted MICE partner that fosters innovation, mutual understanding, and long-term sustainable development between the two nations.

We are ready to accompany enterprises, organizations, and governmental and non-governmental institutions in Sweden and the wider Nordic region in designing and executing effective MICE programs – where every event is an experience, and every journey marks a lasting milestone of genuine cooperation. Contact HoaBinh Group at hotline +84 939 311 911 to start planning your MICE journey in Vietnam.