seoul convetion bureau

Seoul City and Seoul Tourism Organization Strengthen Organization for ‘Smart MICE City’… Expanded Support for MICE Companies

The Seoul Metropolitan Government and the Seoul Tourism Organization (CEO Kil Ki-Yon) announced plans to significantly expand support for tourism and MICE companies based in Seoul, aiming to strengthen the organization of a "Smart MICE City." This includes long-term consulting aimed at enhancing corporate competitiveness through digital technology and investment attraction, along with more advanced, customized support such as one-on-one expert consultations.

Through its "Seoul MICE Strategic Development Plan," the city has already presented a future vision of becoming a "sustainable smart MICE city" along with four core policy strategies. This year, the focus is on attracting high-value MICE tourists by integrating cutting-edge digital technologies with large-scale MICE infrastructure.

One MICE service company, referred to as Company M, which participated in the program last year, stated, "MICE companies entering new markets often face difficulties due to a lack of market information and high entry barriers. Through this program, we were able to develop solid IR (Investor Relations) materials, reduce advertising costs by 15%, and increase new customer inquiries by 20%."

This year, the program will especially expand its consultation areas by appointing new experts in legal affairs, labor relations, and accounting to provide practical solutions to companies. Expert consultations will be offered through various channels, including in-person visits at the "Seoul Tourism & MICE Business Support Center" and an on-site "visiting service" at company locations.

Consultations are conducted in a three-step process: initial business diagnosis, matching with field-specific experts, and in-depth consulting. Last year, a total of 10 expert consultants carried out 540 consultations, with a satisfaction rate of 99%, reflecting strong positive feedback.

In particular, one additional expert will be appointed in each of the key areas of legal, labor, and accounting to help companies respond swiftly to pressing issues and to strengthen their internal operations.

A travel agency referred to as Company B, which received labor consultation earlier this year, shared “Due to the mixed nature of employment in our industry—contract workers, freelancers, and more—we were in urgent need of labor advice.” The agency added, “The assigned expert provided prompt and thorough support in drafting employment contracts, updating work rules, and preparing a retirement benefits manual, all of which significantly stabilized our HR management and overall operation.”

More detailed information about the MICE business support program can be found on the official Seoul Convention Bureau website (https://plus.miceseoul.com). Companies wishing to receive expert consultations can apply through the “Seoul Tourism & MICE Business Support Center Consultation Reservation” page on the website.

Kil Ki-Yon, CEO of the Seoul Tourism Organization, said, “The Seoul Tourism Organization will continue to provide full support through the Seoul Tourism & MICE Business Support Center so that the MICE industry can respond flexibly to rapidly changing environments. We will strengthen Seoul's competitiveness in attracting MICE events.”

Gu Jong-won, Director of the Seoul Metropolitan Government’s Tourism and Sports Bureau, emphasized, “In the ever-changing global MICE industry landscape, we have prepared various programs this year to help Seoul MICE companies develop global capabilities. We will actively nurture competent MICE companies to transform Seoul into the world’s leading smart MICE city.”