Operated by the Seoul Metropolitan Government and STO, SMA is a partnership between government agencies and private-sector organizations that was formed to cultivate the city's MICE industry and joint marketing initiatives. After selecting 47 member companies for the first time in 2010, SMA has continuously expanded. With the 39 new members that have been added this year, the alliance now has a total of 299 member companies. Within nine years since its establishment, SMA has experienced a six-fold increase. This shows that the cooperative activities that have been carried out by SMA to increase Seoul's MICE competitiveness have created a synergistic effect.
A strict evaluation process which included a screening of documents, an on-site survey, and the participation of an SMA branch representative in the final screening stage were carried out in order to maintain impartiality during the selection process.
The new members will take part in a variety of activities along with the city of Seoul. Such activities include joint participation in MICE exhibitions overseas, as well as participation in site visits and fam tours for overseas journalists and buyers in a joint effort to attract events. Joint marketing initiatives will also be carried out, which include joint ads in overseas MICE magazines, online marketing, distribution of webzines/newsletters, and promotional booklets. Member companies can also attend official functions such as SMA member meetings which are held to boost business between members, business meetings, and the annual SMA conference.
The new member companies will officially begin their activities as a part of the alliance when they attend the meeting for new SMA members in September. New members are expected to gain more business opportunities during the 2018 Seoul MICE Week (11.19~11.23) when they will attend a conference regarding Seoul MICE's support programs for bidding and hosting events and the SMA annual meeting along with existing members.