Korea Tourism Organization (KTO) is planning to utilise upcoming mega events – Gangwon 2024 Winter Youth Olympics and the World Expo 2030 Busan – to promote the country as the ideal destination for business events.
Kim Young Hee, director of KTO Singapore Office, told TTGmice that such events not only presented an opportunity to enhance the brand image of the host country, they also motivated transportation and tourism infrastructure improvements for the host regions.
Busan (pictured) will host the World Expo 2030 with the theme, Transforming Our World, Navigating Toward a Better Future
Furthermore, the benefits of large-scale events can spill into communities in and around the host city, which in turn revitalises the local economy through visitor lodging and F&B, as well as create jobs for the locals.
Kim expects mega events to “set an example” for other event organisers and help to attract future medium and large-sized business events to the host destinations.
As of September 2023, some 18,500 people have visited South Korea on an incentive travel programme, while 140 international conferences have been held. Another 110 international conferences are slated to happen before the year closes out.
As competition for business events around the globe heats up, Kim said KTO is focused on linking interest in “K-content” – content that is built on uniquely South Korean culture and history – with “K-MICE”. Various marketing activities and the development of various programmes utilising “K-content” are in the works.
“We are focusing on China, Vietnam and Thailand, as these are our top (inbound markets) in terms of incentive travel visitors to South Korea. (These three countries) accounted for 66 per cent of the total number of incentive travel visitors pre-pandemic,” Kim said.
South-east Asia also holds much potential, due to the strong influence hallyu (Korean wave) and “K-content” have in the region, according to Kim.
“According to a survey of potential customers interested in hallyu, 86 per cent are willing to visit South Korea, nine per cent have actually visited South Korea, while 100 per cent who have visited are willing to revisit,” she added.
KTO makes it easier for event organisers to take their programmes to South Korea, with a supportive offering that includes souvenirs, attraction fee waivers, and complimentary performances. The extent of support depends on the number of foreign attendees.
South Korea’s business events scene is supported by 15 medium and large convention facilities, 19 regional business events-dedicated organisations, and a variety of teambuilding programmes that incorporate K-content.
Korea Tourism Organization (KTO) is planning to utilise upcoming mega events – Gangwon 2024 Winter Youth Olympics and the World Expo 2030 Busan – to promote the country as the ideal destination for business events.
Kim Young Hee, director of KTO Singapore Office, told TTGmice that such events not only presented an opportunity to enhance the brand image of the host country, they also motivated transportation and tourism infrastructure improvements for the host regions.
Furthermore, the benefits of large-scale events can spill into communities in and around the host city, which in turn revitalises the local economy through visitor lodging and F&B, as well as create jobs for the locals.
Kim expects mega events to “set an example” for other event organisers and help to attract future medium and large-sized business events to the host destinations.
As of September 2023, some 18,500 people have visited South Korea on an incentive travel programme, while 140 international conferences have been held. Another 110 international conferences are slated to happen before the year closes out.
As competition for business events around the globe heats up, Kim said KTO is focused on linking interest in “K-content” – content that is built on uniquely South Korean culture and history – with “K-MICE”. Various marketing activities and the development of various programmes utilising “K-content” are in the works.
“We are focusing on China, Vietnam and Thailand, as these are our top (inbound markets) in terms of incentive travel visitors to South Korea. (These three countries) accounted for 66 per cent of the total number of incentive travel visitors pre-pandemic,” Kim said.
South-east Asia also holds much potential, due to the strong influence hallyu (Korean wave) and “K-content” have in the region, according to Kim.
“According to a survey of potential customers interested in hallyu, 86 per cent are willing to visit South Korea, nine per cent have actually visited South Korea, while 100 per cent who have visited are willing to revisit,” she added.
KTO makes it easier for event organisers to take their programmes to South Korea, with a supportive offering that includes souvenirs, attraction fee waivers, and complimentary performances. The extent of support depends on the number of foreign attendees.
South Korea’s business events scene is supported by 15 medium and large convention facilities, 19 regional business events-dedicated organisations, and a variety of teambuilding programmes that incorporate K-content.