In September 2023, Seoul’s mayor Oh Se-hoon unveiled a 3-3-7-7 tourism campaign, which sets out to achieve 30 million visitors, three million won (US$2,222) in expenditure per person, seven-day stays, and a 70 per cent revisit rate.
Of the 30 million visitors, around 20 per cent will be business events visitors, Kil Ki Yon, president and CEO of Seoul Tourism Organization (STO), told TTGmice.
This lofty target is not out of reach, thanks to the proliferation of K-content throughout the world, which Seoul plans to ride on while diversifing its inbound business events markets.
Before the pandemic, 82 per cent of tourists who visited Seoul were from Asia-Pacific, of which China and Japan took the top two spots. However, in 1H2023, the total number of tourists from Asia-Pacific fell to 71 per cent, while that of the US and European countries increased.
Within Asia-Pacific, a larger number of arrivals from Indonesia, Vietnam, and Malaysia were also observed.
STO and its division, Seoul Convention Bureau (SCB), have also made concerted efforts to provide business events delegates with new experiences that are different from those pre-pandemic.
For instance, STO was involved in developing seasonal programmes such as a Seoul Lantern Festival at Gwanghwamun Square Market in winter, and opening a Seoul Hiking Tourism Center near Bukhansan Ui Station for bleisure guests to rent gear to hike the mountains that surround the capital city.
“The Seoul Hiking Tourism Center (is a success), having brought over 12,000 users within 16 months of its initiation. A second location will be established near Bugaksan Mountain and Inwangsan Mountain soon,” stated Kil.
Hyundai Department Store, a member of the Seoul MICE Alliance, created Korean culture experience programmes like cooking and K-pop classes, at the membership centre of each of its branches. These programmes welcome visitors’ participation.
When asked what differentiates Seoul from other business events destinations, Kil stated that SCB has gone above and beyond financial and administrative support provided by Plus Seoul – Seoul’s business events support programme – to provide memorable experiences.
“For example, a global consulting group asked to meet with the abbot of a famous temple in Seoul as part of its incentive tour, and SCB (stepped in) to help realise the request.
“Another global IT company requested to use an outdoor space that is not open to the public, and it was made available as a unique event venue to them,” he shared.
Under the Plus Seoul umbrella is the Plus Cities programme, which supports event hosting in the cities and districts surrounding Seoul. This, in turn, helped to revitalise the entire business events industry.
Kil shared: “Two weeks ago, a 3,200-pax incentive travel group visited Seoul from India. We see this as proof that more people around the world are interested in Seoul.
“I am positive that 2024 will be a better year, and more groups will come.”
He was the associate director of operations at Black Sheep Restaurants in Hong Kong prior to joining Hyatt Regency Hong Kong, Tsim Sha Tsui in May this year.
