INBOUND business events to Busan have made a “significant” recovery since the South Korean government’s official all-clear declaration on October 29 last year, following a spate of MERS infections in the country.
In an interview with TTGmice e-Weekly, Peter Jang, chief marketing officer with Busan Tourism Organization (BTO), shared that “exaggerated media reports” on MERS cases in South Korea between May and July 2015 had dented inbound tourism including business events.
During that period, incentive events fell from 54 to 26, seven international business events were cancelled, attendance at events tumbled, and 200 domestic business events were either cancelled or delay, according to Jang.
However, recovery came swiftly, a result of persistent destination marketing by the port city.
Between August and November 2015, Busan welcomed a number of high profile business events such as the 2015 International Union of Pure and Applied Chemistry 45th World Chemistry Congress and 2015 International Union of Pure and Applied Chemistry 48thGeneral Assembly in August; ASEAN +3 Task Force Meeting and IT Expo Busan 2015 in September; IEEE Sensors 2015, 25th International Photovoltaic Science and Engineering Conference and G-STAR 2015 Global Game Conference in November.
“We are confident about being able to (reverse) the damages (to our MICE business) brought on by the MERS incidents,” remarked Jang, who added that Busan has gone on to clinch two association bids in recent months – the 2017 IUPAP International Cosmic Ray Conference and the 2019 International Conference on Tritium Science and Technology.
Jang pointed out that while Europe and North America contribute the bulk of association meetings coming into Busan, the top source markets for inbound corporate meetings and incentive travel are China, Taiwan, Malaysia and Singapore.
To keep interest high, Jang said BTO is attending “all MICE exhibitions and roadshows in the Asia-Pacific” and investing in marketing and branding efforts “to enhance the image of the city and position it as the most attractive MICE destination”.
“We also cannot underestimate the importance of strengthening our network with associations and academic societies in order to attract new international congresses to Busan,” he added.
Fam tours for MICE media and industry buyers are also being conducted.
Meanwhile, Busan’s eager bid for World Expo 2030 has resulted in a number of related international events being held in the destination.
Jang said the city is heavily involved in backing the event bid.
He said: “A steering committee for the event has been spearheading several promotional campaigns while the Busan Metropolitan City and Busan City Council have enacted a municipal ordinance last August to attract the event.”
Explaining the importance of scoring the World Expo 2030, Jang said: “(It) is the one of the biggest mega events in the world, (and it will) catalyse Busan’s economic growth and raise its (global) image.”
