The Seoul Metropolitan Government (SMG) signed a memorandum of understanding (MOU) on joint MICE marketing with provincial offices of Gyeonggi-do, Chungcheongbuk-do, Jeollabuk-do and Gyeongsangnam-do.
This agreement came to fruition after proposing other local governments nationwide to conduct joint marketing. The proposal was based on the anticipation of potential demands for MICE as COVID-19 vaccination began to take place worldwide starting early this year.
The agreement aims to develop MICE products that combine Seoul’s excellent infrastructure and each of the local governments’ unique culture and tourism content.
As a start, the local governments will attend IT&CM CHINA (Jun. 22–24), one of China’s most notable MICE expos, together to carry out marketing activities. In addition, they plan to host a variety of joint marketing at MICE exhibitions overseas in China, Singapore and Thailand scheduled to be held this year.
Meanwhile, as the number of foreign participants fell significantly due to COVID-19, the SMG has relaxed the MICE application requirements drastically, lowering the mandatory number of foreign participants from 50 to 10 to be eligible for event support. For MICE events (10 or more foreigners participating, staying for 1 or more nights in the particular regions) hosting tour programs connecting two local governments, expenses for vehicle, food and guides needed for the tour are provided through a discussion in advance.
Once COVID-19 subsides, the SMG plans to offer more support on, for example, operation of tour programs around famous attractions around the country.