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Korea’s 2014 MICE strategy

Following its plans to aggressively push for business events this year, the Korean Tourism Organisation has mapped out its plans for 2014, looking to target Southeast Asian markets in a bigger way. The Singapore market will be a huge target for leisure travelers, while its offices in Jakarta, Kuala Lumpur, Bangkok and Manila will also take on MICE enquiries.

Caitrin Moh, MICE manager for the Korea Tourism Organisation told Marketing Events that several key developments were in progress to push for MICE business in Korea.

For example, the KTX will be launching services direct train services from Incheon International airport to Busan by December 2014. MICE delegates will be able to have immediate transfer connection from the airport to Busan for MICE events; instead of transferring to Gimpo Airport to connect domestic flight services to Busan. The huge artificial islands in the middle of the Hangang(River) will be opened to the public in March, 2013. They consist of three different islands near the southern end of the Banpo Bridge and feature a convention hall, a multipurpose hall, a marina, restaurants, shops, and a floating stage called Media Art Gallery, which is a massive LED screen for multimedia shows and many other events that is set against the beautiful backdrop of the Hangang (River).

Convention space The Floating Island (pictured) will be scheduled for opening in the first quarter of next year, which will add on more unique venues onto the menu for the MICE planners. The Island features huge artificial islands in the middle of the Hangang(River), consisting of a convention hall, a multipurpose hall, a marina, restaurants, shops, and a floating stage called Media Art Gallery. Also, the Seoul Station Convention Centre will open in 2014.

As part of the push for 2014, familiarization trips will be made outside of Seoul, collaborations with trade partners will be made and the KTO also intends to recommend more quality MICE buyers for the Korea MICE Expo.

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