Friday, June 27, 2025
As part of preparations toward the 2025 Asia-Pacific Economic Cooperation Summit host city of Gyeongju, Gyeongbuk, the Korean Tourism Organization (KTO) recently concluded its Korea Meetings, Incentives, Conferences, and Exhibitions (MICE) Roadshow in the Philippines. The roadshow was meant to promote Korea as a premier MICE tourism destination and enhance Philippine-Korean tourism cooperation.
Held in two major cities—Manila and Cebu—the roadshow was graced by key players of the industry, confirming heightened interest in Korea as a premier MICE destination. Organized at prestigious venues like Fairmont Makati in Manila on Tuesday and Radisson Blu in Cebu on Thursday, these events served as a platform for promoting cooperation between Philippine and Korean tourism professionals. An eventful Korean MICE night showcasing Korea’s vibrant culture was also held as part of this event and was well-attended by Filipino travel professionals in numbers.
The KTO’s MICE Roadshow was a significant step in promoting not only Gyeongju as the venue for the 2025 APEC Summit but also the broader tourism potential of Korea. Over 250 prominent travel industry representatives attended the Manila leg of the roadshow, while 150 participated in Cebu. The event’s key attractions included a Travel Mart aimed at fostering collaborations between local and Korean travel professionals and an immersive Korean MICE night showcasing traditional Korean culture.
During the roadshow, the KTO launched the Gyeongbuk Plus Special Assistance Program, offering financial incentives for group travel. The program allows approved groups to receive up to KRW140,000 (approximately P5,800) per person, with additional benefits for eligible participants. This initiative seeks to attract large MICE groups to the region, further solidifying Gyeongju’s position as a leading destination for international conferences and business events.
With a focus on attracting more corporate meetings and incentive tour groups, the KTO’s roadshow targeted the lucrative MICE travel segment. The initiative emphasized Korea’s ability to cater to large corporate groups with special offers, including customized support for qualified groups. These benefits include assistance for corporate and incentive groups, especially those with a minimum of 10 foreign nationals staying in Seoul for at least two nights.
Chang Wook Jung, Executive Director of the Korea MICE Bureau, highlighted the importance of the roadshow in promoting Korea as a premier MICE destination. He emphasized that both Manila and Cebu are essential markets for MICE travel in the Philippines, given their strategic positioning and the influence they hold over outbound MICE travel. The roadshow aimed to engage these key markets to ensure that more Filipino business travelers and corporate delegations consider Korea for future events.
Korea’s credentials as a high-end MICE destination are well established. In 2024, Korea hosted a total of 243 international conferences, with more than 10,000 MICE travelers arriving from the Philippines alone. The country’s state-of-the-art infrastructure, seamless domestic transport networks, and cutting-edge technology play a vital role in providing an optimal travel experience for MICE participants. These factors make Korea a highly appealing destination for both international conferences and corporate incentive tours.
The KTO has also capitalized on the global appeal of K-Culture, positioning it as a central element in its MICE strategy. By incorporating cultural elements such as K-Pop concerts, Korean cuisine, fashion shows, beauty workshops, and other cultural experiences into MICE programs, Korea offers immersive experiences that go beyond traditional business events. This integration of K-Culture is seen as a unique selling point, catering to the growing demand for cultural enrichment among MICE travelers.
The collaboration between the KTO and the Philippine Travel Agencies Association (PTAA) underscores the shared vision of both countries to promote MICE tourism. In a recent statement, PTAA Vice President Dominic Castillejos emphasized that the partnership goes beyond formal agreements, celebrating mutual respect and a shared passion for cultural exchange. This collaboration is expected to open new opportunities for MICE tourism between the two countries, paving the way for future growth in the sector.
The agreements also highlight the potential for expanding MICE tourism efforts in the Philippines, with a particular focus on increasing awareness of Korea as a leading MICE destination. The goal is to inspire greater interest in Korea among Filipino travelers and business groups, facilitating the development of more innovative programs and strategies to boost cross-border tourism.
According to the Bureau of Immigration (BI), South Korea is the largest source of international visitors to the Philippines. In 2024, the country welcomed over 1.7 million South Korean tourists. This strong bilateral tourism flow presents significant potential for growing MICE tourism between the two countries. The KTO’s strategic focus on the Philippine market reflects the importance of nurturing these ties and exploring new avenues for collaboration in the coming years.
As Korea continues to build upon its MICE tourism infrastructure and integrate cultural offerings into its business events, the 2025 APEC Summit in Gyeongju promises to be a significant milestone for the nation’s MICE industry. With continued partnerships and targeted promotions, Korea is well-positioned to further solidify its reputation as a global leader in MICE tourism, attracting a diverse range of international business travelers and event organizers.
Korea’s combined efforts at building MICE tourism, particularly as it gears up for the 2025 APEC Summit, reflect its steadily growing relevance as a global meetings and business events hub. By creating focused campaigns such as the Korea MICE Roadshow and Gyeongbuk Plus Special Assistance Program, Korea is once again increasing its attractiveness as a preferred destination of corporate groups and incentive tourists, especially from key markets such as the Philippines. By virtue of state-of-the-art infrastructures, integration of K-Culture, and enhanced public and private cooperation, Korea is poised to lure even greater global MICE visitors, further entrenching itself as a global leader of business tourism destinations.
References: Korean Tourism Organization (KTO), APEC Official Website, Gyeongbuk Provincial Government, Philippine Travel Agencies Association (PTAA), Korea MICE Bureau
Tags: apec summit, cebu, Gyeongbuk, Gyeongju, korea, Manila, MICE Tourism, Philippines, south korea
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