Luxury segment boosts Nha Trang tourism

Whilst hotels and resorts are primarily built for leisure, many properties are seeing the strongest growth in the MICE (meeting, incentive, cooperation and exhibition) segment. In Nha Trang, luxury city hotel groups including Sheraton, Intercontinental and Best Western Havana are leading the way in MICE.

Potential for MICE tourism

Nha Trang, the capital of Khanh Hoa province, is the political, economic and cultural centre of the province. Long stretches of pristine sand and clear water offer sun-kissed relaxation in this bustling coastal town.

Tran Phu beach fronts the Tran Phu Boulevard, a 7km-long stretch of golden sand. The beach is set against a backdrop of forested mountains and a border of palm trees and vibrant flowers and boasts a range of beach side facilities including lively bars and restaurants.

According to figures from the Nha Trang Khanh Hoa tourism department, the province currently has 601 accommodation establishments, with a total of 19,936 rooms, including nine five-star hotels with 1906 rooms and 15 four-star hotels and resorts with a total of 2683 rooms.

The central coastal province of Khanh Hoa aims to attract four million tourists and gross VND6.5 trillion (US$309 million) in revenue this year, representing a rise of 17% and 30% year-on-year.

Nha Trang can be considered a new luxury MICE destination. The town itself is booming and looks set to become a leading luxury MICE destination in Vietnam. It is a new tourism hub with dozens of leisure and tourism opportunities ranging from day trips, spa indulgence and luxury treatments, to vibrant nightlife on a luxury scale. Furthermore, Nha Trang is located not far from Saigon, Southern Vietnam’s economic hub.

Visitors to Nha Trang will be spoilt by stunning beaches and islands, a wealth of culture and history, fantastic local food, spas and relaxation activities, a buzzing nightlife scene, the chance to explore the local lifestyle, amazing landscapes and a plethora of outdoor activities.

Nha Trang is set to gain the conferred ‘Luxury MICE City’ status from the South Central Vietnam tourism authorities. With so many luxury resorts, hotels and spas on offer as well as good tourism infrastructure, this piece of paradise can be seen as a prime MICE destination in the region.

Nha Trang is one of the most beautiful beach destinations in the world and has gained a great reputation amongst luxury holiday makers over the last five years.

Boasting 300 days of sunshine a year, this laid back beach town is waking up to become Vietnam;s most happening seaside spot.

Nearby Cam Ranh and Van Phong in Khanh Hoa have opened up for high-end tourism development recently, further benefiting Nha Trang with increased tourist traffic and further marketing of the area.

Nha Trang has been a top attraction for both domestic and international travellers for many years and is also popular with day visitors coming to relax on its alluring beaches-considered the most beautiful in Vietnam thanks to their deep blue waters and seemingly endless white sand.

Should visitors tire of the sea, Nha Trang offers several interesting sites, including a group of 9^th-century Cham towers, Po Nagar, and a stunning, 14-metre tall statue of the Buddha at Long Son Pagoda. Perched in the hills above town, the gleaming white Buddha commands a stunning view of Nha Trang and the sparkling sea beyond.

Golfers can enjoy a round of golf on the courses at Vinpearl Golf Club of the picturesque Diamond course, nestled between mountainous and sea.

Experienced drivers will enjoy slopping beach dives as well as challenging deep drop offs and even drift diving, as well as the chance of spotting whale sharks and whales.

Visitors of any age will have fun on the exhilarating rides at the amusement park at Vinpearl Land, where bowling, ice skating or even a show can be enjoyed. Head out of town to spend a few hours in a mud bath, or browse artisan shops for local handicraft products, making ideal gifts or souvenirs.

Adventurous foodies can sample bun cha ca, a delicious soup made from the freshest fish. Gourmet travellers can try abalone, lobsters and much more besides.

Luxury leisure

For those seeking luxury, limousine services, VIP meet and greet, cruises, and fine dining await, as well as some of Vietnam’s best golf courses, tailor made photography experiences and master cooking classes.

For the adventurous, there are biking experiences and also boat trips and road trips on classic vespas.

Nha Trang makes an ideal destination for weddings, romantic gateways or company trips. Travel companies in Nha Trang aim to provide every opportunity visitors could desire, employing local expertise and knowledge.

At Luxury Travel, our experiential tours promote cultural understanding and exchange and allow time for relaxation and self-exploration. They provide flexibility, privacy, worry free travel, maximum value, and a once-in-a-life-time experience. Itineraries can be modified to suit individual tastes, time frame, budget, and special interests.

A team of both local and expatriates act as personal experience managers and deliver one of the world’s most authentic luxury travel experiences.

“We have seen our luxury holiday-makers increase by 50%, particularly from the UK in line with the recent visa waiver. UK visitors tend to travel in the winter months, flying straight from the cold weather to the sun and warmth of Nha Trang. We currently have bookings right up to December 2016.”

Maximising on MICE

To become a prime MICE destination in a luxury market, Nha Trang still requires further development in some areas as well as direct foreign investment. Expansion in airport links would directly benefit MICE tourism.

Development of shopping malls as well as more authentic travel and tourism experiences will help develop this beautiful bay to it full potential.

Luxury accommodation is currently in over-supply, and with more hotels and resorts opening in Cam Ranh, this destination is set to compete with Nha Trang in the near future. Together, these destinations should concentrate on promoting the region to become a strong competitor with Danang or Phu Quoc.

The region’s first luxury destination magazine, Discover Nha Trang, has begun publication with a mission to promote the region for tourism.

All players should work under one umbrella as a competent DMO. Effective development in the industry is necessary, with more overseas marketing and airline connection expansion. Better access is crucial to development and Cam Ranh Airport must be upgraded or rebuilt to attract larger aircraft and flight companies. Airports should offer VIP meet and greets and other luxury exclusive serices.

The local authorities must prioritise sustainable tourism development to develop a strong local economy. A strong and sympathetic architectural master plan must be put in place in order to retain the local charm and French essence of the city.

Developers must be careful not to over-develop islands and beaches and treat all investors and developers equally to attract them to the city and encourage new service providers, such as cruise operators.

To develop this segment, Khanh Hoa needs to prioritise the building of the tourism sea port to welcome mega ships and develop local ocean cruise tourism.

Emperor Cruises recently faced some difficulties in setting up a cruise in Nha Trang port and are currently using the merchandise cargo port.

To tap into the luxury leisure market, local tour operators must understand their luxury clients. The key thing sophisticated travellers seek today is personal service and the opportunity to experience unique encounters with a destination’s culture, history and people-in other words something that they cannot find in today’s internet driven world.

Luxury travellers look for experiential travel and expect to return home with fond memories. The growth of the experiential travel market is well reported. Luxury travellers aren’t merely buying a destination anymore, they are seeking engagement. Terms such as ‘authentic’, ‘transformational experiences’ and ‘meaningful connections’ are now commonplace on the brochures and websites of travel companies.

Fortunately, Nha Trang has great potential for both leisure and MICE luxury travellers.