Seoul City Joins Hands with Gyeonggi, Chungbuk, Jeonbuk, and Gyeongnam for 'MICE Joint Marketing' Initiative

Seoul-Gyeonggi, Chungbuk, Jeonbuk, and Gyeongnam Sign 'MICE Joint Marketing Mutual Exchange Agreement'
Developing On-Off MICE Products Combining Unique Local Culture and Tourism Contents of Each Municipality

[Asia Economy Reporter Lim Cheol-young] On the 27th, the Seoul Metropolitan Government announced that it will join hands with Gyeonggi Province, Chungcheongbuk Province, Jeollabuk Province, and Gyeongsangnam Province to launch a ‘joint marketing’ initiative to overcome the crisis faced by the tourism and MICE industries caused by COVID-19.

The plan is to develop and operate online and offline MICE products utilizing Seoul’s MICE infrastructure and the representative cultural and tourism contents of each region, thereby enhancing the competitiveness of the domestic MICE industry in attracting events. In particular, the goal is to lead the rapid recovery of the MICE industry, which suffered an unprecedented direct hit with up to 80% cancellations after COVID-19, while also contributing to regional mutual growth and development.

First, they will jointly participate in China’s leading MICE exhibition, 'IT&CM CHINA,' to conduct marketing activities. In addition, comprehensive online and offline joint marketing will be carried out at overseas MICE specialized exhibitions held this year in China, Singapore, Thailand, and other countries.

Once the COVID-19 situation stabilizes, various support measures will be activated, such as operating tour programs linking attractive spots nationwide.

Accordingly, on the afternoon of the 28th, the Seoul Metropolitan Government and the Seoul Tourism Foundation will sign the ‘MICE Joint Marketing Mutual Exchange Agreement’ at the Seoul City Hall video conference room. The agreement will be signed respectively between Seoul Metropolitan Government - Seoul Tourism Foundation, Gyeonggi Province - Gyeonggi Tourism Organization, Chungcheongbuk Province, Jeollabuk Province - Jeollabuk Cultural Tourism Foundation, and Gyeongsangnam Province - Gyeongnam Tourism Foundation.

This agreement was finalized after Seoul proposed joint marketing to local governments nationwide in preparation for the expected increase in MICE demand following the global acceleration of COVID-19 vaccinations earlier this year.

According to the agreement, the five local governments will cooperate on ?joint domestic and international MICE marketing to expand MICE attraction ?support funds for tour programs in the two cities and provinces for foreign participants of MICE events ?and other necessary projects for joint MICE marketing.

Joo Yong-tae, Director of the Tourism and Sports Bureau, said, “We hope that this MICE joint marketing, utilizing the unique cultural tourism contents possessed by Seoul and each local government, will serve as a strong foundation for early overcoming of COVID-19 and for the mutual development of the regions.”

This content was produced with the assistance of AI translation services.