Why is Swiss-Belhotel opening in Lao Cai?

International chain styles town as MICE destination

Lao Cai, a little-visited city in northern Vietnam bordering China, is the unlikely location of Swiss-Belhotel International’s newest property. But Anna S Kong, the company’s vice president for global sales, says that opening in Lao Cai was an “easy” decision.

She explains that the hotel will provide a MICE venue for anyone looking for new space in the area – and competition is close to zero. The property opened its doors in July.

Lao Cai is best known as the gateway to the beautiful mountains and agricultural region of Sa Pa, but it rarely sees international visitors spend the night and has no international standard hotels, let alone any MICE business.

Swiss-Belhotel says it will target the local MICE market, with a secondary focus on Chinese business, and wants to attract a high volume of incentives by marketing the attractions of the surrounding area.

“Imagine having lunch on a mountain top among the paddy fields and local hill tribes, or a treasure hunt using four-wheel drives on dirt roads though the tribal markets,” Kong enthuses.

TTG Asia

[pictured: Hoàng Liên Sơn mountain range, Vietnam, in spring; photo by Hadzunghiep]

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