Seoul targets Europe’s lucrative MICE market with global partnership push

“The Seoul city government is taking an aggressive new swing at Europe’s lucrative meetings and conventions market, dispatching a coalition of hotels, convention operators and travel agencies to Germany next week in a bid to attract more international events to the Korean capital. The Seoul Metropolitan Government and the Seoul Tourism Organization said Friday they will operate a standalone Seoul promotional pavilion during IMEX Frankfurt 2026, Europe’s largest MICE (Meetings, Incentives, Conferences and Exhibitions) trade show, from Monday through Wednesday in Frankfurt, Germany. The city plans to strengthen direct marketing to global event organizers while deepening partnerships with international meeting planners and convention networks. Twelve members of the Seoul MICE Alliance will participate under the banner “TEAM SEOUL,” including Coex, Grand InterContinental Seoul Parnas, The Westin Seoul Parnas, Four Seasons Hotel Seoul, Hotel Shilla, MNC Communications, Kims M&T, Travel Easy, Sally Tour, Golden Tour Korea DMC, HNT and E TourisM. The Seoul pavilion will focus heavily on

Summary generated from the RSS feed of Korea Times Southkorea. All article rights belong to the original publisher. Click through to read the full piece on www.koreatimes.co.kr.