MICE Seoul



A Seoul MICE Showcase in Hanoi

Diverse events and parties vividly deliver to delegates the 24hr excitement and glamor of MICE city Seoul!

Seoul Convention Bureau held their first Seoul MICE road show this year for 80 attendees at the Hanoi Lotte Hotel in Vietnam on Thursday, May 23rd. At the event, local outbound travel agencies, airlines, and media met with 10 Seoul MICE Alliance (SMA) members which included unique venues, hotels, entertainment groups, and travel agency sellers.

The program began with 1:1 business consultation sessions under the theme of ‘Seoul MICE Market’. The evening also featured a ‘Starry Seoul Night’ barbecue party, which promoted the passionate charm of Seoul’s daytime as well as the unexpectedly glamorous charm of Seoul’s gorgeous nightlife.

Buyers showed a lot of interest in the PLUS SEOUL meeting and incentive support program presented at the road show. They were also treated to a K-pop performance, a glow painting teambuilding game, a cocktail show, and a hanbok experience event organized by Seoul Convention Bureau.

Local press interviewed Vietnamese outbound MICE officials and sellers participating in the meetings, business networking, and partying. As there are many Korean companies in Vietnam, it is expected that future corporate and incentive group tourism and business exchanges will increase even more in the future.


Seoul Convention Bureau has compared the results of corporate meetings and incentive tourism performance from 2016 to 2018 for each country. Results show that while the share of Chinese inbound has decreased from 45% to 16%, inbound from Southeast Asian countries such as Thailand and Vietnam increased from 39% to 63%. As of end of May this year, the Seoul Metropolitan City Business Council’s overall incentive support performance result has increased by 19% from the previous year. Also, the number of participating foreigners increased by a whopping 17%, among which Vietnam accounts for the third largest market after Thailand and Indonesia in terms of the number of applications.

Thus, it is a market that is in need of continuous promotion and marketing.

CEO of Just KPOP Joe Jae-Hyung said, “This year we were selected as a new member of the Seoul MICE Alliance and so we participated in this overseas road show for the first time. Recently, Southeast Asian incentive groups tended to prefer different kinds of unique venues where they can enjoy K-pop performances and banquets. As this trend continues, we expect to see more bookings from Vietnam.”

Phung Ha My, a local travel agency official, said, “I have attended a lot of tourism MICE-related events in Hanoi, but this is the first time and the only event in which I could sense the atmosphere of Seoul and what it’s like today.” He also said, “I was able to get many ideas about entertainment and teambuilding programs that can be introduced to Vietnam incentive groups.”


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