Pohang Seeks Global Path for POEX Ahead of Opening Through On-Site MICE Collaboration in Europe

Meetings with MICE Officials at Vienna Convention Center, The Square, and Visit Brussels
Visits to Major European Convention Institutions
Refining Sustainable MICE Strategies Ahead of POEX Opening

Since November 3, the city of Pohang has visited a series of international organizations and industrial institutions, including the United Nations Industrial Development Organization (UNIDO) and the World Steel Association (WSA). The city also directly approached major MICE (Meetings, Incentives, Conferences, and Exhibitions) institutions in Europe to seek on-site cooperation and to establish a global MICE cooperation network.

Pohang City delegation visiting Visit Brussels in Belgium. Photo by Pohang City

In particular, from November 4 to 7, in Vienna, Austria, and Brussels, Belgium, Pohang’s delegation met with representatives of major convention facilities and MICE support organizations worldwide. They promoted the Pohang International Exhibition and Convention Center (POEX), which is scheduled to open in 2027, and discussed the potential for future collaboration.

At the Vienna Convention Center (Viecon) in Austria, Susanne Chantner, Head of Sustainability, and Gerald Steinlechner, Head of Business Development, held in-depth discussions with the Pohang delegation. The talks focused on their on-site experience regarding strategies for attracting international conferences, sustainable management, and convention center operations.

The Vienna Convention Center is the largest international exhibition and convention complex in Austria and is recognized as a model case in Europe for achieving both operational efficiency and sustainability.

At The Square Brussels Convention Centre, a multi-purpose convention facility in Brussels, Belgium, the parties shared cases of event management, facility operations, and the establishment of sustainable MICE infrastructure. They also discussed the direction for operating urban multi-purpose facilities.

The Square is a newly renovated facility that transformed the Brussels Convention Center, originally opened in the 1960s, into a symbolic space for European MICE, blending art and functionality.

The delegation then visited Visit Brussels, the official tourism and MICE integration agency of the city of Brussels. They received an explanation of Brussels’ city-level MICE strategies and support policies, as well as the public-private cooperation system, and exchanged opinions on city marketing and activities for attracting international conferences.

Elisabeth Inghelgem, Director at Visit Brussels, particularly noted that the opening of the Pohang International Exhibition and Convention Center could drive both city branding and industrial transformation. She expressed her willingness to cooperate on developing strategies for attracting international conferences and expanding the global network in the future.

Subsequently, the delegation met with Im Taehyung, Director of the KOTRA Brussels Trade Center, to introduce Pohang and POEX and discuss ways to build networks with Europe.

Director Im Taehyung stated, "By sharing European exhibition and conference resources that can leverage Pohang’s strengths in industry, academia, and research, the KOTRA Brussels Trade Center will actively support promoting Pohang and the Pohang International Exhibition and Convention Center whenever opportunities arise in the future."

Through these cooperative activities in Europe, Pohang City reaffirmed the importance of a MICE strategy linked to the city’s industrial structure, and further clarified the direction for building global cooperation and a sustainable operational system moving forward.

Lee Sanghyun, Head of the Tourism and Convention City Promotion Headquarters, said, "The greatest significance of this visit lies in seeing firsthand how Pohang should develop its MICE industry in the future and planning for what lies ahead. Even after the opening of POEX, we will continue to collaborate with major global institutions to further enhance Pohang’s competitiveness."

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