IT&CMA is a MICE exhibition that draws in the largest number of participants in the Asia-Pacific region. The exhibition had approximately 1,400 attendees from 48 different countries and approximately 400 buyers this year.
This year marked the first time in three years that STO operated its own independent booth. Six member companies (Conrad Seoul, Lotte Hotels & Resorts, Seoul Dragon City, Channel K, Bosuk Tours, US Tour & Travel) from the Seoul MICE Alliance (SMA) - a partnership between government agencies and private-sector organizations - were also in attendance to carry out a joint marketing effort.
At the MICE consultation table in the Seoul promotional booth, STO and the SMA members took part in active PSA (Pre-Scheduled Appointment) business meetings with buyers. There were a total of 45 consultations, and 14 new MICE opportunities were discovered. STO also worked alongside the six SMA members to engage in joint promotional marketing. Visitors to the booth showed a great deal of interest in Seoul's MICE industry as they got to experience Korean traditional culture such as Korean macrame art and enjoy chimaek (Korean fried chicken and beer).
Seoul also came in second place in the Stickiest National Pavilion category at the “Sticky Awards” - an awards ceremony hosted by the exhibition's organizer, TTG Events.