Seoul Conducts First-Ever Promotional Roadshow in EuropeAttendees Hail "Discovery" of City as Key Industry Destination The city of Seoul and the Seoul Tourism Organization (STO) held the city's first independent MICE (Meetings, Incentives, Conventions & Exhibitions) roadshow in Belgium, spotlighting the growing importance of the city as a key industry destination. The event was held on May 28 in Brussels, the capital of the European Union, where many international organizations and multinational corporations are located. At the presentation, Seoul promoted its status as a prime MICE destination with advanced convention services and extensive infrastructure. It also explained Seoul's strength as a global economic center with world-class tourist venues and top events of 2010: the G-20 summit, the Korea MICE Expo, activities marking Seoul's status as World Design Capital 2010, and the "Visit Korea Year" campaign. Seventy people, including a large number of buyers from major Belgian associations, companies and convention organizations, attended the luncheon gathering. The Korean-inspired meal, including Korean mixed rice dish "Bibimbap" and a desert flavored with Korean "omija" berries, was prepared by two Michelin-star chefs, Sang Hoon Degeimbre and Yves Mattagne. The event opened with a reception, preceded by individual meetings with buyers. Among the dignitaries on hand was Park Jun-woo, Korea's Ambassador to Belgium. Correspondents for HQ Magazine and Korea's Yonhap News Agency were also in attendance. Several attendees said that they had far more effective consultations at the event than at IMEX, the biggest MICE convention of the year, and expressed an intent to attend Seoul's next roadshow. Many described the event as a new "discovery" of Seoul. In addition, attendees were treated to a demonstration of sand animation art as well as a performance of traditional Korean music. There was even a quiz on the city's MICE attributes, with prizes including vouchers for several nights' free accommodation in the city. The event left attendees with a very positive impression of Seoul as a MICE destination. The success is expected to provide an impetus for the city's efforts ahead of the next roadshow, scheduled to be held July 12-13 in London. For information on the London roadshow, |