SEOUL LAUNCHED A SERIES of new initiatives designed to attract major MICE (Meetings, Incentives, Conferences and Exhibitions) events. Mayor Park Won Soon unveiled the measures during the Seoul MICE Beijing Road Show at the Renaissance Beijing Wangfujing Hotel. As part of a promotional tour, the mayor visited Beijing, Shanghai and Guangzhou to present Seoul as a top MICE and tourism destination.
The first initiative links incentives to two major autumn events in the city. Business events with 50 or more delegates who stay at least two consecutive nights can apply for one of two rewards: complimentary reserved seats for the Seoul Mega Concert, a K-pop musical concert at Seoul City Hall Plaza scheduled for early October, or reserved seats for the Seoul International Fireworks Festival on Oct. 3. Seats are allocated on a first-come, first-served basis.
The second initiative, available for events taking place through June 16, offers organizers a choice of three benefits: a 10,000 KRW food credit per participant, a coach bus for a guided city tour, or up to 3,000,000 KRW in credit toward a Seoul performance. Both incentive programs require applications by Sept. 30. For more information or to apply, contact [email protected].
These new measures complement Seoul’s existing business event support program, which has recently eased eligibility rules to make promotional and on-site support services more accessible for event planners. The changes aim to simplify participation and encourage more international and domestic conferences to choose Seoul as their host city.
The Seoul Convention Bureau, part of the Seoul Tourism Organization, serves as the official government-sponsored agency promoting the city abroad as a premier venue for meetings, conventions and exhibitions. The bureau offers layered support to both foreign and domestic event planners, from practical assistance with venue selection and local logistics to promotional and information services for business travelers and the media. Its role is to make organizing and hosting events in Seoul more efficient and attractive, highlighting the city’s convention infrastructure and cultural offerings.
The new incentives are intended to boost attendance, enhance delegate experiences and showcase Seoul’s vibrant cultural calendar. By tying benefits to high-profile cultural events and offering practical support such as food credits and transportation, Seoul aims to create memorable experiences for visiting delegates while making event planning more cost-effective for organizers.
Organizers interested in leveraging these incentives should review eligibility criteria, prepare documentation demonstrating group size and length of stay, and submit their applications before the Sept. 30 deadline. Early application is encouraged given that reserved seats for the concert and fireworks festival are limited and issued on a first-come, first-served basis.
The Seoul Convention Bureau continues to expand promotional efforts overseas to secure international conferences, exhibitions and incentives groups. Through targeted roadshows and partnerships, the bureau promotes Seoul’s strengths—modern venues, efficient transportation, rich cultural attractions and a growing roster of signature events—to international meeting planners and associations.
For further details, visit the official Seoul MICE website.