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Newly-expanded Seoul MICE Alliance Boosts City’s Business Events Competitiveness

Newly-expanded Seoul MICE Alliance Boosts Citys Business Events Competitiveness

Seoul’s public and private sectors have strengthened ties over the past month through a series of initiatives designed to make the city more accessible to international business events hosted in the city and their participants. This includes a dramatic boost in membership in October for the Seoul MICE Alliance (SMA) ahead of the SMA Annual Meeting set to review local industry progress, along with joint activities by SMA members aimed at boosting Seoul’s global convention profile.

Formed in 2011 and operated by the Seoul Metropolitan Government and Seoul Tourism Organization (STO), the SMA is a public-private partnership of government agencies and business events service providers including meeting venues, accommodation, DMCs, and others. Meeting planners who use SMA member organizations for their business events are eligible for various benefits, such as reduced rates, complimentary use of event spaces and transportation to and from venues, free promotional space, discounts on event registration, and support for site inspections. (Learn more at

In October 2016, the SMA gained 36 members, bringing the total to 230. Described by an STO official as “a driving force behind the growth of Seoul’s MICE industry”, the alliance strives to build strong cooperation between government and private enterprise so as to boost Seoul’s MICE competitiveness. Major upcoming events in 2016 held at SMA venues include World Engineering Education Forum 2016 (Coex, 2000 participants), Meeting of the Internet Engineering Taskforce (Conrad Seoul, 1,200 participants), and e 5th Biennial Scientific Meeting Asia Cornea Society (Grand Hilton Seoul, 700 participants).

In addition to offering competitive rates and services to event planners, SMA members also regularly work with Seoul City to promote the capital’s meetings offerings. Joint activities include attendance at international trade shows such as the upcoming ibtm world 2017 in Barcelona and support for media familiarization tours, among others.

This year’s SMA Annual Meeting will take place at member venue the Four Seasons Hotel Seoul on November 24th. Scheduled events include workshops, presentations and discussions on the past and future of the SMA, official induction of new members, and entertainment.


New Seoul MICE Alliance Members in 2016

Convention Centers: Sejong University Convention Center

Hotels: Best Western Premier Guro, Courtyard Seoul Namdaemun

PCO: YSK Media, MICE & Company, Channel K, Chris & Partners

DMC: Korea Thailand Communication Center (KTCC), Korea Business Travel, Bridge Travel Agency, SAM Tour, Etourism

Transportation: Search A Kind, High End

MICE Service: DeskM, DNIC, Rosette Expo Inc., MISeven, G.I. Logistics, H&K Consulting

Entertainment: O’ngo Food Communications

Shopping/Sightseeing: Galleria Duty Free, Doota Duty Free, Shilla IPark Duty Free, Shinsegae Duty Free

Unique Venues: Eland Cruise, Hotel Cappuccino, Ibis Styles Ambassador Seoul Myeongdong (rooftop), L7 Myeongdong Hotel (rooftop), Hard Rock Café Seoul, SPC Square, Grevin Seoul Museum, Seoul Donhwamun Traditional Theater, National Folk Museum of Korea, National Hangeul Museum, Seoul Grand Park





About Korea MICE Bureau

The Korea MICE Bureau (KMB), under the Korea Tourism Organization, aims to establish Korea as a premier destination for tourists, convention delegates, and business travelers. As the government's leading MICE agency, the KMB has worked for nearly 30 years to provide a wide range of assistance to those considering holding meetings in Korea.