This Month we get to know Jeonbuk Culture & Tourism Foundation:
What was your motivation to join ICCA?
The Jeonbuk Culture & Tourism Foundation joined ICCA to strengthen its competitiveness in the global MICE industry and to promote the unique cultural and tourism assets of Jeonbuk Special Self-Governing Province to the world. By leveraging ICCA’s global network and business intelligence resources, we aim to contribute to establishing Jeonbuk as a leading sustainable cultural and tourism hub in Asia.
Tell us your story. How did the Jeonbuk Culture & Tourism Foundation start?
The Jeonbuk Culture & Tourism Foundation was established in 2015 with the mission of advancing culture, arts, and the tourism industry in Jeonbuk Special Self-Governing Province.
Under the vision of "embracing people through culture and tourism and connecting them to Jeonbuk Special Self-Governing Province," we actively discover local cultural assets and develop diverse projects that combine culture and tourism.
Our operations are guided by our CEO’s management philosophy, which focuses on supporting creative and inclusive culture and arts, building a sustainable future through local symbiosis, nurturing a globally competitive MICE industry, and fostering sustainable organizational growth.
What sets Jeonbuk Culture & Tourism Foundation apart?
Our foundation is distinguished by its strong commitment to regional identity and sustainability.
We create differentiated content by integrating local culture and tourism and are proactively fostering the MICE industry through global connections. Moreover, we prioritize inclusive support for culture and arts without discrimination and promote sustainable growth through sound management practices.
We strive to build a cultural and tourism ecosystem where the local community can grow and thrive together.
What is your favourite success story from your organisation?
One of our major success stories is the successful hosting and expansion of international cultural events such as the "Jeonju International Sori Festival, an international festival celebrating world music in Jeonju."
These events have significantly increased the number of international tourists and participants visiting Jeonbuk Special Self-Governing Province, while creating a positive economic impact across the region.
Through this, we have helped establish Jeonbuk’s unique cultural identity on the global stage and created a model for sustainable local collaboration involving artists, tourism professionals, and residents.
What can we expect to see from Jeonbuk Culture & Tourism Foundation in the future?
Moving forward, the Foundation plans to strengthen its capabilities in attracting and hosting international conferences and events, leveraging our ICCA membership.
We will develop global MICE content that highlights local authenticity and sustainability, aligning with emerging international trends.
Our ultimate goal is to position Jeonbuk Special Self-Governing Province as a leading cultural and tourism hub in Asia through strategic international cooperation projects.
Which trends do you see in association meetings?
The major trends in association meetings today include a strong emphasis on sustainability, the widespread adoption of hybrid meeting formats (combining in-person and virtual participation), and greater engagement with local communities.
There is also a growing focus on creating social impact through meetings and enhancing the participant experience through innovative and immersive programs.
What is an industry challenge your organisation is currently facing?
One of the key challenges we face is differentiating Jeonbuk Special Self-Governing Province’s unique appeal and enhancing our competitiveness in attracting international conferences, particularly in comparison to larger metropolitan areas.
To address this, we are focusing on upgrading our infrastructure to meet global standards, developing specialized MICE talent, and creating sustainable meeting models that align with international expectations.