IBTM World, which is currently in its 31st year, is a global event for the MICE industry and is considered to be one of the markets critical to targeting MICE buyers in Europe. Approximately 15,000 industry professionals from a total of 141 countries visited this year’s event.
STO promoted Seoul to buyers from the European region during the exhibitions, and it also operated a consultation table to discover new MICE opportunities. In addition, STO engaged in PSA consultations with buyers, networked with MICE professionals and media outlets, promoted Seoul’s MICE support system and the PLUS SEOUL Package brand, learned about MICE trends, and networked with major MICE officials by taking part in educational sessions that were linked to the exhibition. As a result of its efforts, a total of 31 consultations were carried out and eight new MICE events were discovered, which are expected to bring in 8,000 visitors.
On November 27, Seoul presented at the Korea Pavilion to promote Seoul’s MICE support policies and infrastructure to group buyers. The focus of the presentation was to discover and attract new MICE opportunities by introducing Seoul’s main facilities, unique venues, and the city’s main support programs.