seoul convetion bureau

Seoul Promotion Hall operated from October 17 to 19

Promoted Seoul’s allure through K-culture experience events

with eight members of SMA including COEX

Seoul Tourism Organization (STO) attended in the largest MICE exhibition in the Americas, IMEX, which was held from October 17 to 19 in Las Vegas to carry out MICE marketing. At the local Seoul Promotion Hall, members of the Seoul MICE Alliance (SMA), including three departments and eight member companies, joined STO in promoting Seoul’s allure to the world.

※IMEX is the largest MICE industry trade show in the Americas, where over 12,000 professionals from the global MICE industry visit, and more than 62,000 business consultations take place.

At the Seoul Promotion Hall, public and private collaboration resulted in over 100 individual buyer consultations on the first day alone, while the Seoul briefing for 50 buyers from five buyer groups who attended IMEX left a deep impression on the participants. Hallyu culture experience events such as the Squid Game, chicken and beer festival, traditional hand mirror coloring, and old-school lottery also caught the attention of the buyers. Over 500 attendees visited the Seoul Promotion Hall from the first day of the exhibition.

Ham Kyung-Joon, Executive Director of the International Tourism & MICE Division at STO, stated, “We put in a concerted effort with SMA members to engage in joint international MICE marketing through the Seoul Promotion Office at IMEX,” and added, “We will do our best to ensure that the interest of global buyers in Seoul translates into actual MICE event hosting”.

Starting with IMEX, Seoul has initiated efforts to attract 30 million international tourists through overseas promotion for Seoul tourism in eight countries. Following IMEX, in October alone, Seoul participated in events such as ITB Asia (Singapore) and the Kuala Lumpur Roadshow (Malaysia) to promote Seoul's strengths as a MICE destination. In November, there are plans to continue local promotions in China, Taiwan, Thailand, and Spain.