MICE Seoul



Seoul Promotes MICE Tourism in Global Hubs

Road show for promising Vietnamese businesses ends in success

Discovery of American and European demand in Singapore


The Seoul Metropolitan Government (SMG) recently attended MICE promotional events that were held in Asian hub cities, where it received a positive response from locals. The strategic promotions that were carried out in Vietnam - a city whose economic development is leading to an increase of MICE demand - and Singapore - where small but substantial MICE forums were held - have been drawing a great deal of attention.

Starting on July 24th, SMG attended the ‘Asia Business Meet’ (ABM) that was held for two days at the Marina Sands Bay resort in Singapore. ABM is co-organized by the Northstar Travel Group, a leading global travel agency that operates four MICE media companies, and an association in Singapore that organizes exhibitions and conventions. ABM uses Northstar’s subscriber database and only invites those with plans to organize international meetings or corporate meetings. For this reason, attendees of ABM have a high chance of bidding actual events after conducting consultations.

At the event, SMG carried out 1:1 business meetings with approximately 50 overseas buyers who were in attendance, held a team-building program, and earned an encouraging response after introducing Seoul MICE’s support programs. SMG also attended the Singapore MICE Forum (SMG) which was held while the event was in session. The theme of the forum was 'The Fusion of IT to Strengthen the Base of the International MICE Industry', and 82 speakers got up to the podium to discuss a variety of issues. The Seoul Tourism Organization (STO) plans to benchmark the MICE forum in Singapore for the upcoming 5th Seoul MICE Week that will be held this November. To make this happen, STO carefully analyzed the site of the forum and consulted with the organizers to recruit major speakers.

Promotions for Seoul MICE were simultaneouly carried out in Vietnam. The Vietnam Incentive Road Show, which was organized by the Korea Tourism Organization, was held on July 24th and the 26th at Novotel Danang Premier Han River and the InterContinental Saigon Hotel, respectively. Approximately 100 buyers, who consisted of individuals in charge of local businesses with an interest in Korea and representatives of travel agencies that specialize in incentive tours, attended the road show. The road show offered business consultations for local buyers, promoted the infrastructure for the MICE industry, featured a traditional Korean cultural performance, and held a networking party. SMG captured the interest of the Vietnamese buyers by promoting Seoul's comprehensive MICE support package, 'PLUS SEOUL’, and Seoul's all-access tourism pass, the 'Discover Seoul Pass'.

Due to the fast economic growth that Vietnam has been experiencing, the number of companies in the fields of insurance, trade, and IT that have been organizing corporate meetings and incentive tours is rapidly increasing. It is anticipated that this will also result in a significant demand for MICE tourism that can be brought over to Seoul, which certainly makes the Vietnamese market worthy of notice.


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