South Korea injects Hallyu into its incentives and meetings support


The Korea MICE Bureau has made Hallyu – better known as the Korean culture and entertainment wave – as one of the main highlights of its new Korea Incentives & Meetings Support (KIS) programme.

Groups can enjoy various Hallyu-based offerings such as free admission to Hallyu-related tourist attractions, Hallyu merchandise as souvenirs, or an exclusive concert by popular K-pop artists. This programme will take effect from August 2018.

K-pop group SHINee with KTO president Ahn Young-bae (centre)

This feature comes in addition to standard support such as an airport welcome and gala receptions which are provided according to the group size and duration of the event.

The Hallyu addition follows Korea Tourism Organization’s appointment of popular South Korean boy band, SHINee, as its Korea MICE Honorary Ambassador on June 14. The band will actively promote South Korea as a MICE destination through inclusion in KIS campaign materials and possible participation in business events roadshows or tradeshows.

“Hallyu is one of the most influential factors why many groups visit South Korea, especially with groups coming from China, Japan, South-east Asia, and Western Europe,” Korea Tourism Organization’s meetings and incentives team director, Chulbeom Park, said in a statement.

Park hopes that the new programme will “support the recovery of the (Chinese) inbound incentive market” which was affected by China’s ban on travel to South Korea.

“We encourage all travel agencies and event professionals to actively utilise and promote the KIS programme,” he stressed.

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