View of Seoul skyline from Bongeunsa temple
SINGAPORE MICE arrivals into Seoul have doubled over the past year, a result of in-market destination promotions by the Korea Tourism Organization (KTO) Singapore office and the emergence of more four-star hotels in the South Korean capital city.
Speaking to TTGmice e-Weekly on the sidelines of a Seoul roadshow for MICE buyers in Singapore on Monday, Helen Shim, director of the Singapore office, said: “Our hard work over the past three years (in courting Singapore MICE buyers) have paid off. MICE buyers here have become better aware of the various infrastructure available in Seoul.
“While we usually get smaller incentive groups to Seoul from Singapore, this year we have confirmed five to six large groups with 300 to 400 pax each. In April, Prudential led an incentive group to Seoul for four days, with day trips to nearby Gyeonggi Province. Come June, Herbalife International will be hosting an event there.”
Shim added that the growing supply of affordable four-star hotels in the city had a role to play in attracting Singapore clients.
“Clients used to think twice about hosting an event in Seoul because of the high costs. But now that they have cheaper – and brand new ¬– accommodation options, making a decision to visit Seoul is a lot easier,” said Shim, adding that her team has been actively promoting these new four-star hotels in Seoul to “swing votes our way”.
Meanwhile, Singapore MICE buyers will have more reasons to pick Seoul for their next event as Seoul Tourism Organization (STO) has recently expanded its support programme for business event groups.
One of the two latest offerings is a series of special tours that provide delegates an in-depth look at the city’s culture and key industries.
Lee Joon, executive director, tourism & MICE division, STO, said: “For instance, we led a group to see the historical palaces in Seoul, had them make kimchi and brought them for a behind-the-scenes tour of the Seoul Traffic Centre which isn’t open to the public.”
The other new offering is the Seoul MICE Card, which is given to event delegates attending qualifying business events in Seoul. These rechargeable and reusable cards come with a 5,000 won (US$4) credit and can be used on public transport including the airport express as well as with selected merchants.
Lee said: “By expanding our range of support for MICE groups, we hope to encourage business event delegates to make repeated visits to Seoul, both for business and for leisure.”
