seoul convetion bureau

The Seoul Metropolitan Government and the Seoul Tourism Organization (CEO, Kil Ki-Yon) signed a four-party memorandum of understanding (MOU) on March 28th, Friday at 2:00PM with Jeollanam-do and the Jeollanam-do Tourism Organization for the "MICE Marketing Exchange and Cooperation"

This agreement aims to enhance competitiveness in the international MICE market by jointly promoting domestic and international MICE marketing, leveraging each region’s unique cultural and tourism resources. With growing global interest in wellness and Korean cuisine, the Seoul Metropolitan Government views this cooperation with Jeollanam-do—renowned for its pristine natural environment and rich culinary heritage—as a timely opportunity for both regions to grow together as high-quality global MICE destinations.

In particular, Jeollanam-do is expected to attract a significant number of international MICE tourists with major upcoming events, such as the Namdo International Culinary Industry Expo (September 2025) and the Yeosu World Island Expo (September 2026). Seoul and Jeollanam-do also plan to participate in international MICE exhibitions in the UAE and Germany in the first half of this year to jointly market and promote their region-specific tourism resources.

At these exhibitions, the Seoul Metropolitan Government and the Seoul Tourism Organization will operate a 'Seoul MICE Booth' and promote the 'PLUS CITIES' brand—a regional collaboration MICE platform that includes Jeollanam-do to showcase their cultural and tourism resources to MICE professionals worldwide. Additionally, to boost regional tourism related to MICE events, they will support reciprocal tour programs and host joint pre-event familiarization tours and informational sessions.

Koo Jongwon, Director-General of the Seoul Metropolitan Government’s Tourism and Sports Bureau, stated, 'Seoul has established itself as a world-renowned MICE city and has continuously built a collaborative MICE ecosystem with local governments. Through this agreement, we aim to actively share each region's exceptional cultural and tourism resources and carry out joint marketing efforts both domestically and internationally—ultimately growing together as a global MICE city.

Kil Ki-Yon, CEO of the Seoul Tourism Organization, said, ‘Since 2019, Seoul and the Seoul Tourism Organization, in collaboration with partner local governments, have successfully attracted over 20,000 international MICE participants. We hope this agreement will enable Seoul and Jeollanam-do to grow together as attractive global MICE destinations and contribute to the advancement of the domestic MICE industry.’