Fragrance In Tourism Opens New Opportunities For Experiential Travel Development
On June 16, 2026, within the framework of the “Aromas and Perfumes in Tourism” program, representatives of Menas Group and delegations from Vietnamese universities participated in a professional exchange with professors and experts from Université Côte d’Azur (UniCA), one of France’s leading institutions in fragrance, perfumery, cosmetics, and innovation research.
The event served as a platform connecting academia, research institutions, and businesses while creating new opportunities for cooperation in the development of the perfume and cosmetics industry, as well as the application of fragrance in tourism across Vietnam. As experiential travel continues to gain importance worldwide, fragrance is increasingly recognized as a powerful tool for enhancing visitor engagement and destination competitiveness.
UniCA Shares Pioneering Research On Fragrance In Tourism
The program was chaired by Mr. Sylvain Antoniotti, Vice-President of Université Côte d’Azur and Delegate for the IDEX program. During his presentation, he introduced UniCA’s research ecosystem, innovation platforms, and educational strengths, particularly in fragrance, cosmetics, and perfumery.
Special attention was given to the Fragrance Science Creativity and Innovation Center and the 2IP Aromas – Perfumes – Cosmetics platform. These research centers bring together leading experts in formula development, emerging technologies, and consumer behavior studies within the global fragrance industry.
Through a range of practical case studies, UniCA demonstrated that fragrance is no longer simply an emotional trigger but has become a strategic tool for branding, customer experience enhancement, and destination differentiation.
Fragrance In Tourism And Its Role In Building Destination Identity
One of the key topics discussed during the workshop was the potential application of fragrance in tourism and hospitality services.
According to international experts, scent has a unique ability to evoke memories and emotions more effectively than many other sensory elements. As a result, hotels, resorts, spas, shopping centers, and tourism destinations around the world have developed signature scents that help create lasting impressions and strengthen brand recognition.
Fragrances can be integrated into hotel lobbies, guest rooms, spa facilities, retail environments, and even destination-inspired souvenir products. Consistent use of scent contributes to stronger brand recall and creates memorable experiences that encourage visitors to return.
For Vietnam’s tourism industry, this represents a promising opportunity to elevate visitor experiences and enhance destination competitiveness in an increasingly experience-driven market.
Menas Group Shares Its Vision For Vietnam’s Perfume And Cosmetics Industry
Representing the Vietnamese delegation, Mr. Nguyen Duc Quynh, Chairman and CEO of Menas Group, presented an overview of the company’s business ecosystem, with a particular focus on the future development of Mena Cosmetics & Perfumes.
His presentation highlighted the growth potential of Vietnam’s cosmetics, perfume, and fragrance sectors while emphasizing opportunities for cooperation between Menas Group and UniCA in formula research, technology transfer, professional training, and the development of perfume brands tailored to the Vietnamese market.
According to Menas Group, combining Vietnam’s natural resources with international research expertise can provide a strong foundation for creating high-quality products and enhancing the competitiveness of Vietnam’s beauty and fragrance industry.
Unlocking Vietnam’s Natural Resources For The Fragrance And Perfume Industry
During the discussion, Mr. Nguyen Duc Quynh also emphasized Vietnam’s significant potential for developing a fragrance and perfume industry based on natural ingredients.
The country possesses a rich ecosystem of flowers, herbs, spices, essential oils, and aromatic woods. These valuable resources can serve as the foundation for creating cosmetics and perfumes that reflect Vietnam’s unique cultural identity.
With systematic research, strict quality control standards, and access to advanced international technologies, these native ingredients have the potential not only to meet domestic demand but also to become high-value export products that showcase Vietnam to the world.
Opening New Opportunities For International Cooperation In Fragrance And Tourism
The exchange between Menas Group and Université Côte d’Azur opened numerous opportunities for cooperation in research, education, and product development related to fragrances, cosmetics, and perfumes.
This collaboration represents an important step forward for Mena Cosmetics & Perfumes while strengthening connections between Vietnamese enterprises and leading international research institutions. Such partnerships are expected to support the development of products with distinctive Vietnamese characteristics and contribute to elevating tourism and hospitality experiences in the future.
In the coming years, Menas Group will continue exploring international partnerships to expand its retail, cosmetics, and lifestyle ecosystem while delivering premium products and experiences to customers.