seoul convetion bureau

Will exceed the record for event attraction and hosting set before the COVID-19 pandemic

Rapid increase in “new demand” from countries such as Vietnam, India,

and the Philippines, in addition to Greater China

Swift recovery based on thorough preparation amid the pandemic

“Heightened satisfaction through aggressive promotion and service advancement”

After the COVID-19 pandemic, Seoul has been swiftly accommodating global demand as a destination for corporate meetings and incentive tourism. The Seoul Tourism Organization (STO) expects that its support for corporate meetings and incentive groups will surpass the pre-COVID-19 levels by the end of this year. A recent notable aspect for Seoul is the increase in demand from new countries such as Vietnam, India, and the Philippines, in addition to the usual demand from the Greater China region.

Why is everyone choosing Seoul as a destination for corporate meetings and incentive tours in the ever-changing MICE market after the COVID-19 pandemic?

From October 11 to 27, a group of 3,257 HDFC Bank officials, comprising financial experts from India's largest private bank, visited Seoul for corporate meetings and incentive tourism. This visit by Indian corporate groups to Seoul was the largest in history. India, with its high affinity for K-cultural content and a significant share of spending, saw a remarkable increase in its demand for Seoul support for corporate meetings and incentive tourism, rising from just 0.2% of total participants in 2019 to 14% this year. In the third quarter alone, three Indian organizing agencies explored Seoul, indicating a consistent and growing demand for visits to Seoul.

STO analyzes that the trends of corporate meetings and incentive groups visiting Seoul before and after COVID-19 are not solely influenced by the hallyu effect. Instead, the trends have shifted due to various factors such as large groups arriving in smaller segments, preference for longer stays with simultaneous visits to other areas besides Seoul, and increased visits from industries including the beauty sector, insurance and finance, and pharmaceutical wholesale.

The analysis suggests that over the past three years, Seoul has been expecting global demand while preparing proactively for the endemic during the COVID-19 pandemic. When COVID-19 was spreading worldwide in mid-2020, Seoul successfully hosted the 8th UIA Round Table Asia-Pacific by becoming the world's first MICE city to develop its own non-face-to-face 3D virtual conference platform, “Virtual Seoul.” At that time, Seoul demonstrated its ability to conduct online MICE events such as seminars, forums, one-on-one meetings, and team building in a safer and more stable IT-based environment than any other city.

Seoul actively incorporated the explosive growth of the K-culture phenomenon during the pandemic into various MICE/tourism programs, which ultimately shifted global interest towards Seoul. Continuous online marketing campaigns were conducted, including the “Seoul Edition 23” global marketing campaign with V from BTS and “SUHO Line”, featuring EXO's Suho. Global events including “Seoul Gourmet Week,” which brought the tastes and trends from the K-culture to Seoul, also contributed to attracting the world's attention.

The impact of K-culture transformed the demand for wanting to visit Seoul into a must-visit demand. The city created compelling downtown experiential programs that enticed visitors to return, establishing its own unique content. Programs such as the Seoul Hiking Tourism Center, which presents sustainable tourism through the blend of urban and natural experiences while experiencing Seoul's four seasons, and the Seoul Lantern Festival that boasts the beauty of Seoul's nightscapes, are prime examples. In particular, the Seoul Lantern Festival, which adorned Gwanghwamun Square and Cheonggyecheon Stream with beautiful light sculptures and media façades, gathered a whopping 1.3 million visitors worldwide.

The factors that attract visitors to Seoul have recently shifted from “shopping” to “experiences (K-culture), and there is an increasing demand for enjoying K-pop performances and local food at Unique Venues or the birthplace of K-culture. In fact, it is not difficult to spot foreigners experiencing the city's local life firsthand all over Seoul through activities such as making tteokbokki or gimbap, enjoying delivery food including chicken and beer at the Hangang River, and visiting traditional markets.

In recent years, Seoul has been experiencing significant growth in the corporate meetings and incentive tourism sector. Professor Byung-ro Seo of Konkuk University's Global MICE Program pointed out that, “During the pandemic, Seoul has gained recognition as an excellent destination with MICE infrastructure and content in the Asian region.” He further suggested that, “It is the time to enhance service enhancement strategies by developing customized products for MICE participants based on their country, culture, and the purpose of their visit to Seoul, while promoting and marketing Seoul's preparedness for the endemic, including Unique Venues, K-culture content, and event programs through a customized MICE support system.”

The STO is pursuing aggressive MICE promotion and marketing efforts, including its recently announced “Overseas Promotion Plan for Seoul Tourism in Eight Countries” for 2024 to attract corporate meetings and incentive tourism. Following promotion campaigns in the United States, Singapore, Japan, and Malaysia in October, the STO is set to continue their promotional activities in China, Taiwan, Thailand, and Spain in November.

Ki-yon Kil, CEO and president of the STO stated, “Prior to the COVID-19 pandemic, 25% of corporate meetings and incentive events held in Seoul were from the Greater China region. This year, however, there has been a diversification in Seoul's corporate meetings and incentive tourism demand, with countries such as Vietnam (20%), India (14%), and the Philippines (6%) showing increased interest in hosting their events in Seoul.” He added, “Seoul's MICE industry, which boasts robust infrastructure and diverse content, is committed to continuous growth, and the STO is dedicated to expanding domestic and international promotional and marketing efforts.”