MICE Seoul



Seoul Targets American Market at
the ‘2018 ASAE Annual Meeting & Exposition’

An organization with 20,000 members, 78% of whom are decision makers
A chance to promote Seoul's appeal and strengthen networks


Seoul has taken steps to target new markets in the Americas. From August 18 to 21, the Seoul Metropolitan Government (SMG) took part in the ASAE Annual Meeting & Exposition, which was held at McCormick Place in Chicago, Illinois in the United States. Founded in 1920, ASAE (American Society of Association Executives) is a membership organization that represents association professionals. As an organization that possesses the largest network of executives that represent American international conference organizations, ASAE represents more than 21,000 association executives and industry partners who manage societies and organizations in nearly 50 countries around the world. With 98% of their members being located in the United States, ASAE has tremendous influence when it comes to bidding international events from the Americas.

The 2018 ASAE Annual Meeting & Exposition hosted educational/informational sessions, an exhibition session, a welcome reception and other formal functions, and additional events. SMG took part in the exhibition session and additional events along with seven other organizations which included the Korea Tourism Organization and the Gyeonggi Tourism Organization. At their exhibition booth, SMG promoted the city of Seoul and actively engaged in consultations with association executives and international associations based in the United States. In particular, SMG focused on finding new international meetings that could be brought over to Seoul. Meanwhile, at the additional events that were held, SMG laid the foundation for attracting MICE tourism to the city by strengthening its network with ASAE and other related organizations based in the Americas. SMG also participated in an educational session to acquire the latest information regarding MICE and learn about how unique venues are being utilized elsewhere.

Approximately 4,800 attendees took part in this year's event which included approximately 1,800 representatives from 420 organizations and 2,700 buyers. Since the majority of the attendees were influential decision makers, SMG is expecting tangible results from the consultations that were carried out during the event. When SMG attended ASAE Annual Meeting & Exposition in 2017, it was able to discover nine international meetings and successfully bring the 2018 PDA Biopharmaceuticals Conference to Seoul.

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