 The city of Seoul and the Seoul Tourism Organization (STO) have succeeded in their bid to host the "Korea MICE Expo" for the next three years (2010-2012), prevailing over stiff competition from other cities across the nation. Korea MICE Expo is the nation¡¯s sole MICE (Meetings, Incentives, Conventions and Exhibitions) industry exhibition organized by the Korea Tourism Organization (KTO),
The KTO has been holding the "Korea Convention Fair" since 2000 as part of its efforts to stimulate new MICE demand in Korea and abroad. Held in a different city each year and now celebrating its 10th anniversary, the event was renamed the "Korea MICE Expo" and bid proposals for hosting the event for the next three years were accepted on September 3 this year.
In their proposal, Seoul and the STO offered a vision outlining "The joint growth of MICE cities in Korea" driven by the international brand value of Seoul that can build a global image of the event and revitalize the newly rebranded Korea MICE Expo. The enthusiastic support of the election committee for Seoul was also boosted by the promise of an unprecedented level of administrative and financial support for the event in order to create an international brand image in the shorted period of time possible.
"Eco-friendly Seoul" Booth Designed to Appeal to Overseas Buyers
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During the proposal presentation, the Seoul Convention Bureau also suggested the concurrent hosting of the "Seoul Green MICE Forum," an event held under the theme of a "Green Convention," as part of the city¡¯s plan to impart a global reputation and image to the Korea MICE Expo by holding an international forum with a relevant topic. The forum will form one of the two pillars of Korea¡¯s first MICE exhibition, to be based on an organic partnership network formed between the private sector, government, industry and academia, and take a leadership position in the global market and academic field.
These efforts were further made evident during "Korea MICE Expo 2009" that was held from November 10 to 11 at the Songdo Convensia, when the city of Seoul showcased 12 booths jointly with COEX to display the true colors of "Eco-friendly Seoul." Every single item from the chairs to the paneling utilized environmentally friendly materials to create a unique atmosphere designed to stimulate the sensibilities of overseas buyers and visitors.
MICE Knowledge Forum,
Sharing the Latest Trends, Knowledge
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The "MICE Knowledge Forum," jointly organized by the KTO and the Korea Convention Services Society, was also held concurrently with Korea MICE Expo 2009. Held under the title of "Driving Forces in Achieving Korea¡¯s Competitiveness as a MICE Destination," the forum provides a venue for industry experts and scholars from around the world to share the latest trends, information and knowledge about the MICE industry.
On November 10, the first day of the event, MICE experts from around the world were invited to a discussion on global trends and ways to revitalize the industry. Internationally renowned experts including Vice-president Cynthia Nikitin of PPS (Project for Public Spaces), a design-related private association based in New York, and Abraham Pizam, dean of the Florida University School of Hotel Management, delivered lectures that helped attendees better understand the pertinent issues. Especially noteworthy was the active discussion that took place on enhancing Korea¡¯s competitiveness as a MICE nation through destination marketing.
The second day of the event featured presentations on the topic of "MICE Industry and City Marketing," offering an opportunity to examine the future development direction of Korea¡¯s MICE industry from a variety of angles. Studies presented during the forum included "Analyzing participant motives for corporate meetings and exhibitions," "Comparing goals and satisfaction rates of companies participating in consumer goods and capital goods exhibitions," "Case studies on the relationship between MICE events and city branding," "MICE industry¡¯s role in augmenting Korea¡¯s medical tourism infrastructure," "Comparing the limitations upon convention participants in Korea, China and Japan," and "Study of the specialization efforts of regional convention centers linked to wide-area economic spheres."
Seoul, Ready to Become a Global Convention Center
Maximizing "Business Creation" to Ensure a Bright Future
 With Korea MICE Expo 2009 serving as a trial run, the city of Seoul has already completed its preparations and lineups for the upcoming Korea MICE Expo, slated to be held in Seoul for the next three years. The event will be significantly expanded both internally and externally, and over 100 top buyers from around the world will be invited in order to maximize the business creation effect of the expo and help transform the Korea MICE Expo into one of the major brand products of both Seoul and Korea.
With mutual support and cooperation being the ultimate goal, an organic preparation structure will be formed in conjunction with other MICE cities as well as the KTO, the Korea Convention Association, Korea PCO Association, the Korea Convention Services Society, the Seoul Convention Cluster, and other related organizations and agencies.
A spokesperson for the Seoul Convention Bureau stated that "convention managers from around the world should forget about staid venues in Europe, North America, and Southeast Asia, and instead turn to Seoul and Korea, which can offer business opportunities as well as a rich traditional culture, entertainment, art and leisure," expressing strong confidence in the future of Seoul as a global MICE industry center.
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