Seoul suppliers target non-MICE groups

Korean capital’s convention bureau and Seoul MICE Alliance hold week-long online promotion offering luxury packages

WITH no international market at present to trade their goods and services, Seoul’s business event suppliers are going local by inviting “Seoulites” to sample what visiting MICE groups would otherwise be experiencing if not for the pandemic.

Social media influencers starred in promotions

Seoul Convention Bureau teamed up with Seoul MICE Alliance to organise a week-long online shopping promotion offering luxury products, access to unique venues, hotel stays and city travel experiences

One of Korea’s most popular retail websites hosted the promotion with a one-hour live stream with well known social media influencers who featured yacht packages from Golden Blue Marina and other unique experiences.

A surge in sales was recorded when a clip showed one of the hosts taking a trip on the Hangang River with viewers responding positively to the value-for-money package deals.

Seoul MICE Alliance members taking part in the July 7-14 promotion included Courtyard Marriott Seoul Namdaemun, Courtyard Marriott Seoul Times Square, E-Land Cruise, Floating Island Convention, Four Points by Sheraton Seoul (Guro), Golden Blue Marina, Lotte World, N Seoul Tower, Korea House, Seoul Garden Hotel, Seoul Tour Bus Travel Service, Swiss Grand Hotel, and Trick Eye Museum.

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Jihyun Kim, director of the MICE Planning team at Seoul Tourism Organisation said: “The MICE industry around the world is in an unprecedented crisis due to the pandemic. Despite the challenges, this online shopping promotion was an excellent opportunity to promote MICE industry to the public and make known the difficult state [it’s in].

Kim said STO would continue its efforts to seek new ways to support the business events industry and Seoul MICE Alliance members.

“We will maintain our efforts [by] proactively seeking new ways to support the industry and our SMA members.”

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