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Seoul Streamlines MICE Support Program Process, Attracts Large-Scale Groups and Revitalizes Industry

The Seoul Metropolitan Government and the Seoul Tourism Organization have breathed new life into the city’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry by significantly simplifying the MICE support program process for corporate meetings and incentive travel groups.

Through this major improvement—reducing the previously complex three-step process to a single step—Seoul successfully supported 73 corporate meetings and incentive events, attracting more than 12,000 international participants. Notably, the city secured a large-scale incentive group of 4,000 people, a clear sign of recovery in a sector that had slowed significantly in recent years.

This initiative is part of Seoul’s broader regulatory reform efforts, specifically the "81st Regulation Elimination Task." Previously, the support program involved a three-step process: Travel agencies first paid related costs; the Seoul Tourism Organization then verified documentation and reimbursed hotels or service providers; and finally, the hotels refunded the travel agencies. This system resulted in an average delay of about two months and imposed significant administrative and accounting burdens on the industry.

To address these challenges, Seoul conducted industry surveys, expert consultations, and benchmarking of best practices from other local governments. In March, it officially implemented a simplified process, under which the Seoul Tourism Organization directly pays subsidies to travel agencies. This reform has shortened payment times by 30 days and significantly reduced accounting and tax management burdens, earning positive feedback from stakeholders.

The procedural improvements have already resulted in the successful hosting of large-scale events. Following a slowdown during the COVID-19 pandemic, incentive group tourism involving more than 1,000 participants is now showing strong signs of recovery. Building on this momentum, Seoul is extending the streamlined process to regional collaboration programs such as "Plus Cities," aiming to promote nationwide MICE tourism with Seoul as a central hub.

Kil Ki-yon, CEO of the Seoul Tourism Organization, stated, “This simplified support process goes beyond administrative reform—it significantly strengthens Seoul’s competitiveness in attracting MICE events. We will continue to listen to the industry and pursue field-oriented innovation.”

Koo Jong-won, Director-General of Tourism and Sports at the Seoul Metropolitan Government, added, “The increase in large-scale incentive group tourism is an encouraging achievement. We will keep improving our systems based on on-site feedback to solidify Seoul’s position as a globally attractive MICE destination.”