Korea Tourism Organization Expands in Singapore and Jakarta... 'K-MICE Attraction Efforts in Full Swing'

The Korea Tourism Organization announced on the 17th that it conducted MICE sales activities in Singapore and Jakarta, Indonesia, from April 14 to 17, to secure demand for MICE in the Asia-Pacific region.

Exterior view of the Korea Pavilion at 'The Meetings Show APAC' in Singapore. Korea Tourism Organization

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The organization first participated in the Asia-Pacific region’s largest MICE exhibition, '2026 The Meetings Show APAC', held at Marina Bay Sands in Singapore for two days starting April 14. This exhibition attracted about 2,000 participants from 72 countries.

Together with 22 domestic related organizations-including regional convention bureaus, travel agencies, and hotels-the organization operated the Korea Pavilion, promoting the competitiveness of Korea’s MICE industry. During the event, it held over 450 one-on-one business meetings with buyers from around the world. On-site experience programs included AI skin diagnosis, personal color coaching, and traditional liquor tasting.

Subsequently, the organization hosted the 'Korea MICE Roadshow' at Hilton Orchard Singapore on the 16th and at the Kempinski Hotel in Jakarta on the 17th. More than 30 domestic MICE companies participated and held business meetings with local industry representatives. At the 'Korea MICE Night' event, Korea was introduced as a premium destination that combines K-culture with excellent MICE infrastructure.

Kai Ying, Project Manager at Singapore-based MICE specialist travel agency 'M.I.C.E Matters', who attended the event, said, "Korea is an attractive destination that stimulates the desire to visit with its powerful weapon, K-culture," adding, "The excellent MICE facilities and the systematic support from the Korea Tourism Organization and regional convention bureaus were extremely impressive."

Lee In-sook, Head of the Korea MICE Bureau at the Korea Tourism Organization, stated, "MICE is an industry with significant economic and industrial ripple effects, going beyond simply attracting tourists," and added, "We will continue marketing efforts so that these core Asia-Pacific market sales activities lead to actual demand for visits to Korea."

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