seoul convetion bureau

△ Korea Booth at IMEX America

· Year-end Relay Interview 1 “Collaborating within SMA, I realized the power of synergy”

· Interview_VIAGEM and DOJC Korea

The COVID-19 pandemic has frozen the travel industry. And it also affected travel agencies among members of the Seoul MICE Alliance (SMA). These SMA member companies that have been providing in/outbound tourism/MICE services based in Seoul, however, gradually found a way out through collaborations with the Seoul Tourism Organization (STO).

They participated in overseas MICE exhibitions to promote the charm of Seoul as the home of K-culture and as a popular MICE destination with SMA members’ affiliated business projects and services available in Seoul. As a result, some SMA members have seen sales growth even during the pandemic. The STO and SMA are realizing the increased impact that comes with collaboration.

As the year-end approaches, the STO reviewed this year’s achievements and the prospects of the MICE industry in 2023 by interviewing SMA members. (Company names shown in Korean alphabetical order)

Yoon-Hee Choi, CEO of DOJC Korea

“Sales increased by 200% through SMA activities during the pandemic”

- DOJC Korea has increased customer satisfaction with private travel and exchange programs for 20 years. Tell us about the company’s 2022.

“After a storm comes a calm. We put our heart and soul into business diversification such as content business and were able to successfully take the first step in digital transformation. I believe next year will be the year of “nevertheless”. Not everything has been restored yet. “Nevertheless,” we will move forward to provide better service. Digital diversification will supplement offline events’ shortcomings while reducing the need for manpower. The synergy between face-to-face events and non face-to-face events will significantly increase the quality and efficiency of MICE events. In the end, I expect that the gap between companies that have succeeded in digital transformation and those that have not will gradually grow.”

- This year, the STO planned various SMA support programs as face-to-face events.

“We participated in the Vietnam-Kuala Lump Seoul Tourism Fair, SITM, IMEX America in Las Vegas, and the KME with the STO. Of these, IMEX and the KME were MICE events. We would have regretted if we didn’t participate. These events served as an opportunity for us to broaden our horizons and gave us an encouraging opportunity to expand our business to the European and American markets. These events seem to become more effective if we consistently participate. We will do our best to be the first one to step up and get out there when everyone is recoiling.”

- What kind of results did you achieve by participating in overseas exhibitions during the pandemic?

 “We participated in NATAS and the ITB held by the Korea Tourism Organization, and will also participate in the coming IBTM in Spain. It is not easy to attract business partners or MICE teams by simply participating in the event once. The best results will be achieved after meeting with various companies by consistently participating in these MICE events. Substantial results are likely to come through next year's student exchanges and attracting MICE events. We are making our best efforts.”

- How did SMA activities affect your company during the pandemic?

“Sales increased by more than 50% during the pandemic period, and sales are expected to grow by more than 200% due to SMA activities we have participated in during the same period. The workload has increased so much so that all employees who were on leave had to return to the office to handle the workload, and a lot of inquiries are coming in. As a result of SMA activities, the job satisfaction and workload of the employees have increased significantly.”

- What do you expect from the STO in 2023?

“When inviting overseas buyers, I want the STO to select the companies who show more reliable performance. Also, I hope to see the STO actively arrange more networking meetings to attract collaborations with academic societies and associations. I sincerely hope that 2023 will open a passage of blessings through which DOJC Korea and the STO move towards the world and businesses come into Seoul and Korea.”

Jae-Hyun Lee, CEO of VIAGEM

“STO was a medium for in-person activities… leading to great sales and publicity”

- VIAGEM, a travel company founded in 2017, faced numerous challenges due to the COVID-19 pandemic.

“2022 was like a rollercoaster. It was a year of ups and downs for the company. This was all the more so as the travel industry is sensitive to the global situation. I hope next year will be a year of upward growth like the image in our company logo.”

- This year, the STO planned various SMA support programs as face-to-face events.

“With the support of the STO, we participated in IMEX Frankfurt for the first time. We researched a lot about international exhibitions. We were not fully prepared as it was our first time participating, but the STO provided a lot of help. We are still grateful for that. Recently, we participated in the KME and consulted with many overseas buyers. There are inquiries for quotations still coming in now.”

- What kind of results did you achieve by participating in overseas exhibitions during the pandemic?

“We participated in many overseas exhibitions and road shows. We met many international buyers and sellers. It served as an opportunity for us to grow further, including the sales of the company through on-site consultations and inquiries. In particular, it has been very helpful in promoting our company. We hope there would be more opportunities as such in the future.”

- How did SMA activities affect your company during the pandemic?

“It really helped us a lot. SMA is a stepping stone for our company to take a step forward. In addition, face-to-face activities began as the pandemic has gradually blown over. SMA became a medium that connected us with face-to-face activities.”

-What do you expect from the STO in 2023?

“Participating in overseas exhibitions or road shows is of practical help to companies in increasing their sales while having promotional effect. I hope that there will be more programs that many SMA members can participate in. The tourism industry is still having difficulties due to the international situation. I hope that the STO will become a strong support system for travel companies.”

>>To be continued to Year-end Relay Interview II