Thursday, June 19, 2025
As part of an ambitious effort to transform South Korea’s tourism sector, the Seoul Metropolitan Government and Seoul Tourism Foundation launched an innovative plan for the resurgence of the nation’s Meetings, Incentives, Conferences, and Exhibitions (MICE) market. The newest venture as part of this plan is the “Plus Cities” project, seeking to promote cooperation between Seoul and its provincial equivalents in an effort to promote MICE travel and support an enhanced visitor experience throughout South Korea.
This historical project, whose outline is given by pre-exploration missions, has the goal of achieving the full potential of South Korea’s travel market by linking the vibrant capital, Seoul, with five specially selected cities and provinces, each of significant importance. These include Gwangju, Gyeongsangnam-do, Jeollanam-do, Chungcheongnam-do, and Chungcheongbuk-do, offering the perfect combination of urban chic and the cultural richness of the country’s provincial gems.
Building Strong Regional Ties for a Stronger MICE Sector
The recent pre-exploration trip, held from the 9th to the 14th of June 2025, highlighted the partnership between Seoul and the regions as a crucial element for nurturing the growth of the MICE industry in South Korea. Over the course of the six-day journey, officials from ten of South Korea’s leading domestic MICE-specialized travel agencies were invited to experience the diverse MICE resources offered by Seoul and the participating provinces. This included discovering potential venues and experiences that could attract international corporate meetings, incentive tours, and event planners.
One of the standout features of this preliminary trip was the exploration of unique venues across the regions. Unlike traditional conference centers, these venues offer an opportunity to experience the local culture and spirit, creating memorable and engaging experiences for international MICE groups. The Yeouido Conrad Holdout in Seoul is a prime example, offering a perfect blend of luxury and exclusivity that leaves an indelible mark on those who visit.
As part of the Plus Cities initiative, the selected local governments—Gwangju, Gyeongsangnam-do, Jeollanam-do, Chungcheongnam-do, and Chungcheongbuk-do—each bring a unique offering to the table. For instance, participants had the opportunity to make Gat Kimchi in Gatgoeul Village (Jeollanam-do), an immersive experience that connects travelers with local food traditions. Similarly, the Hadong Wild Tea Museum (Gyeongsangnam-do) offered a taste of South Korea’s rich tea culture, while Boryeong Mud Theme Park (Chungcheongnam-do) gave a fun and unique way to explore the region’s natural resources.
MICE Tourism: A Strategy to Elevate Seoul’s Global Appeal
In 2019, the Seoul Metropolitan Government unveiled an ambitious tourism strategy known as the “March 3, 3, 7, 7” plan, setting high targets for the city’s tourism development. The goal is to attract 30 million tourists, with each tourist spending an average of 3 million Korean Won and staying for 7 days. More importantly, the city aims for a 70% revisit rate, signaling its growing appeal as a premier global travel destination.
The Plus Cities project plays a crucial role in achieving these goals. By showcasing regional attractions alongside Seoul’s MICE offerings, this initiative aims to extend the travel experience for MICE visitors beyond the city’s bustling urban core. With Seoul as the hub, travelers can visit key regional sites that offer a deeper cultural experience and diverse settings for business meetings, corporate incentives, and conventions.
A Win-Win for All Participants
As part of the Plus Cities program, the participating local governments have signed a collaboration agreement with the Seoul Metropolitan Government to jointly market South Korea’s MICE offerings. This collaborative network of 10 cities and provinces forms the backbone of the strategy, with each contributing to the collective goal of attracting more international MICE travelers.
To date, the initiative has yielded impressive results. In 2024 alone, 46 corporate meetings and reward tours were supported, collectively attracting over 3,100 foreign visitors. The Seoul Tourism Foundation continues to promote this collaboration, ensuring that the regional MICE competitiveness of South Korea is maximized by connecting Seoul with nearby destinations.
Gil Ki-yeon, CEO of the Seoul Tourism Foundation, expressed the strategic importance of the Plus Cities project, stating, “When we connect Seoul and the region in one journey and grow together, the overall MICE competitiveness of Korea is maximized. We will continue to promote the Plus Cities project to coexist with the region and play a role in attracting MICE and driving the sustainable growth of the domestic MICE industry.”
Expanding South Korea’s MICE Potential on the Global Stage
With the success of the pre-exploration mission, the focus now is converting such experiences into real opportunities for MICE planners all over the world. With the aftermath of the pandemic causing the comeback of the industry, South Korea is bound to be a key player in the global MICE market through the collaborative approach and the depth of offerings.
For travel planners and their corporate clients looking for distinctive places to host their events and meetings, Seoul Plus Cities is the key to exploring South Korea’s unrivaled hospitality, storied heritage, and state-of-the-art MICE facilities. A conference at the newest high-tech space in Seoul, an incentive trip at an authentic rural Korean experience, or an exclusive retreat at one of the nation’s most distinctive getaway resorts—the Plus Cities campaign has something to suit every taste of traveler.
References: Seoul Metropolitan Government Official Website, Seoul Tourism Organization Official Website
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