28 Nov 《2016 Seoul MICE Week》 ⑤The 2016 Seoul International MICE Forum
On November 24, the 2016 Seoul International MICE Forum was held at Grand Ballroom of Four Seasons Hotel Seoul. In this forum, global MICE leaders delivered lectures on the future trends of the MICE industry which was followed by a lively discussion on the future MICE direction for Seoul, the world’s 3rd largest international meetings city.
In session 1, the keynote speech on ‘Future MICE Trend: Sustainability’ was delivered by Oscar Cerezales, chief operating officer of MCI Asia-Pacific. Titled, ‘2025 MICE Industry: New Age of the Convention Industry‘, he stressed the importance of tourism marketing and mentioned how Seoul was well-equipped in tourism elements, such as food, culture, and infrastructure. In addition to these factors, he recommended that the city would need remarkable innovation and ability to flexibly respond to a rapidly changing market. He also predicted that the new trend in the MICE industry would be small-scale events rather than large-scale events.
Fiona Pelham, Chair of the ISO 20121 Committee, gave a speech on ‘Sustainability: the Future of the Event Industry.’ Pelham said sustainability encompassed the process of managing environmental, economic, and social impacts, adding that the ISO 20121 distinction was designed to reduce carbon emissions while connecting people socially. She explained that it would become increasingly crucial to organize related sustainable events and create brands that aimed for sustainability. “It is important to encourage people to think about sustainability through such things like performances,” said Fiona Pelham, citing a well-received performance on climate change held during the 2016 Rio Olympics opening ceremony.
Dann Van de Kamp, sales director at Westergasfabriek Conference & Event Venue, presented ‘Westergasfabriek-From Gas Factory to Successful Special Space.’ Wastergasfabriek was a gas factory in Amsterdam which shut down in 1967 and was left abandoned for 30 years. It was extensively redeveloped and is now an importance cultural, social, and events space in Amsterdam. “This place serves as a special venue where people enjoy festivals, see exhibitions, and hold conference at what was once a gas factory,” said Kamp. He also explained that a new MICE trend was the increasing desire for a local and unique ‘experience.’ “If MICE events are held at historic places such as the palaces in Seoul, people will feel experiences rather than participating in conference.” said the director, emphasizing such experiences.
Finally, Eui-seung Kim, Director General of Seoul’s Tourism and Sport Department, introduced ‘Seoul’s MICE Promotion Policy.’
In the second session, a panel discussion was held under the theme of ‘Seeking MICE Solution for Coexistence.’ Seung-hyeon Yoon, president of the Korea Convention Society, presented the theme of ‘Key & Sustainable MICE for Global MICE City of Seoul’s Long-Term Growth.’ Chul-won Kim, professor at the College of Hotel and Tourism Management of Kyung Hee University, presided over an energetic discussion with Director Kim and the other speakers of the MICE Forum.
Wrapping up the discussion, Professor Kim said, “I think the main contributing factors to the MICE industry are economic soundness, innovation, and value proposition.” He added, “They should be our road map for the future.”