A month of MICE triumphs in Korea

By Pauline Tan
SEOUL – News this month that South Korea has won its bid to host the 2018 Winter Olympics in Pyeongchang is the icing on the cake following the three-day Korea MICE Expo (KME) in Seoul

 

A Seoul-Pyeongchang rail link is scheduled to connect the cities by the time the Games come around.

 

The 12-year old KME wrapped up June 30 with 100 international and 205 domestic buyers in attendance. There were 175 exhibitors participating at the event, held in Coex. The event rotated to different cities in South Korea in the past, but is committed to be hosted in Seoul for three consecutive years until 2012.

 

This year, Seoul Tourism Organization (STO) signed a memorandum of understanding with Thailand Convention and Exhibition Bureau president, Akapol Sorasuchart, for the countries to cooperate on MICE matters. The STO’s new chief, Hong Heegon, said: “With the signing of this MoU, the STO will work to expand the presence of Seoul in the Thai MICE market. Seoul proves to be a strong market for Thailand, so this is very much a mutually beneficial initiative.”

 

KME was preceded by a one-day Seoul MICE Forum. Former ICCA president, Pieter van der Hoeven, one of the speakers, congratulated Seoul on becoming a top five convention city on ICCA’s ranking, and added: “With this kind of growth, Seoul will one day be number one in the world.”

 

Seoul took the opportunity during KME to call attention to upcoming mega-infrastructure projects such as the Dongdaemun Design Plaza, Floating Islands on the Han river, and the Korail Convention Center. Combined, these facilities will more than double Seoul’s meetings capacity over the next few years.

 

However, industry experts also had advice for the destination going forward. ICCA Asia-Pacific regional director, Noor Ahmad Hamid, said: “A clear branding message is needed for destinations to remain in the minds of bookers.” CITS international MICE president, Zhuyuan Li, said: “Seoul hotel rates need to be managed as they are high for the China market, which is one of the biggest inbound markets to the country.”