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The Korea MICE Bureau Strives to develop and attract global events through various strategies

The following are excerpts of a written interview between NewsWorld and Kang Sung-ghil, Executive Director of the Korea Tourism Organization's (KTO) MICE (Meetings, Incentives, Conventions and Exhibitions & Events) Bureau in which he touched on the current status of the Korean MICE industry and its future prospects.
Question: Korea joined the top 10 ranking of international meetings destinations according to a report released recently by the Union of International Associations (UIA). What's the significance of Korea's entry onto this list?
Answer: The world's awareness of Korea as a meeting destination has increased thanks to the success of the 2010 G20 Summit. In addition, the UIA reports that Korea was ranked eighth for the number of international meetings in 2010. This is not only the highest ranking for the country but also an advancement of three spots from the previous year's 11th place.
International meetings held in Seoul in 2010 increased 33 percent compared to in previous years, for a total of 201 meetings. Seoul was ranked ahead of famous cities like Tokyo, Geneva and Barcelona and was No.5 in the world as a global convention city.
I think that Korea's entry onto the top 10 list of countries in terms of international meetings was achieved quicker than anticipated.
The success of the G20 Summit underscores Korea's ability to handle major conferences and events of various forms and its commitment to ensuring they not only run smoothly, but also surpass their predecessors.
Further, the Korea MICE Bureau (KMB) is working with the country's ministry in charge of MICE to make sure the biggest visiting conventions, such as the Society of Gastrointestinal Intervention's annual meeting and the 73rd Skal World Congress taking place this October are getting the utmost planning support.
Also, under the auspices of the Korea MICE Alliance, the bureau is linking up with regional convention bureaus, destination management companies (DMCs), and professional congress organizers and creating a knowledge-sharing platform to give meetings aligned and consistent support.
Q: Will you tell our readers about international meetings already held in Korea so far this year or to be held during the rest of the year as well as prospects for 2012?
A: With an all-out effort to build an extensive overseas network in the international convention industry, Korea has a strong foothold in Asia's increasingly competitive MICE sector. Just this year along, Korea has hosted the 22nd World Congress of Dermatology (WCD) from May 24-26 at the COEX convention center, which brought together 12,000 attendees ― physicians, exhibitors and members of the press ― from more than 110 countries.
Feedback for the 22nd WCD was overwhelmingly positive, with many delegates praising the venue and overall experience provided by the city of Seoul. WCD 2011 is the latest major success for the capital, which last year hosted the 5th G20 Summit and the 2011 International Dragon Award this past August with some 5,700 guests in attendance, including CEOs from major Chinese and American insurance companies. Other major events held this year include the Herbalife Asia Pacific University 2011, an Asia-Pacific regional event of the global nutrition corporation Herbalife, held from Sept. 16-18 at KINTEX in Gyeonggi-do.
KTO is doing the utmost to nurture the MICE industry by designating 2011-2012 as "Korea MICE Year" in order to make the most of the successful outcome of the G20 Seoul Summit.
In 2012, Korea plans to host the Nuclear Security Summit 2012 with 10,000 participants; the 43rd World Intellectual Property Congress with 6,000 participants; and the International Congress on Mathematics Education (ICME) with 3,500 participants in Seoul. Regional events include the 2012 95th Lions Clubs International Convention to be held at BEXCO in Busan, expected to attract 60,000 participants from 80 countries.
Q: Will you elaborate on strategies to attract MICE events?
A: The KMB is working to develop and attract global MICE events through deploying various strategies via both primary and secondary market research like surveys, direct interviews and analyzing competitors, thus creating a holistic strategy to strengthen the MICE industry. Some of our strategies include the following:
* Market development: From information gathering to market penetration, strategies to pull new potential MICE groups to Korea will be created. New markets like corporate meetings and incentive markets in the Asian countries are the main focus for new market development.
* Premium convention country: "Star brand" convention business is being created to enhance the brand image of Korea.
* Regional charm: The marketing of regional cities aside from Seoul will be strengthen the MICE industry in collaboration with the local Convention and Visitors Bureaus (CVBs) to fully utilize the local convention facilities which will in turn disperse the positive economic impact.
* Strengthen promotional outreach: The KMB earlier this year began a global marketing campaign. Besides new informational materials for meeting and incentive planners, including a DVD video and a printed planner's guide, KMB unveiled www.koreaconvention.org, filled with an array of tools including a "request for proposal" generator, a venue finder and downloadable information kits.
Q: What strategies are in place to build infrastructure such as the fostering of specialized manpower?
A: In order to develop the MICE industry, the hardware (infrastructure) is important, but it is also just as important to be equipped with the software (manpower) to support the MICE events. The KMB is working with the eight regional CVBs and the government to foster a professional workforce that fits the uniqueness of each region. In addition, the KMB works together with various associations to provide education programs to PCOs, PEOs and university students. Finally, new convention bureaus are being established to act as incubators to the new MICE marketing organization like the new Gyeonggi Convention Bureau and the Changwon Convention Bureau to be up and running soon.
Construction & expansion of convention centers
1. Gyeongju Convention Center
-Additional convention center currently being built
-After completion, Korea will have 10 convention centers situated strategically in various cities across the country
-Expected to be completed by 2014 (construction began in 2010)
-Equipped with efficient, energy-saving facilities.
-Site: 43,364 ㎡,
-Gross floor area: 30,100 ㎡
2. KINTEX Expansion (Gyeonggi-do)
-Currently, KINTEX is leading a major surge in space availability in Korea, offering a multi-functional indoor exhibition space of 53,975 ㎡. With five exhibition halls and 23 meeting rooms, KINTEX has been successfully staging numerous exhibitions, meetings and events in its full diversity. The second phase of KINTEX, which has recently been completed, provides additional space availability of 54,508 ㎡ together with world-class meeting facilities. The expansion is expected to position KINTEX as a venue of global standard. As one of Korea's great initiatives to globalize the nation and city, actively promote world trade, create magnificent economic spillover effects, KINTEX is becoming a leading center of Asia.
3. BEXCO Expansion (Busan)
The project to expand the exhibition hall and auditorium of BEXCO is moving along smoothly and completion is scheduled for June 2012. The exhibition hall and auditorium were designed under the theme 'Dynamic Wave.' The expansion already stands at 40 percent complete. Once the expansion is completed, the gross area of the total buildings in BEXCO will expand two-fold, which will strengthen its position as a landmark and secure a strong competitiveness in attracting and hosting large international events.
Scale of expansion: Special exhibition hall ― 20,012 ㎡, auditorium ― 4,766 ㎡ (4,002 seats)
Construction period: Construction started in February 2010 and will finish in June 2012
4. EXCO Expansion (Daegu)
EXCO offers more than 12,000 ㎡ of highly flexible exhibition space arranged in a series of three levels: 1st, 3rd, and 5th floor. The exhibition hall on each level can be divided into two small halls. The column-free convention hall on the 5th floor, with a space of 3,872 ㎡, is specially designed for various large events like conventions, exhibitions and music concerts. EXCO's expansion work was completed in May 2011, giving it's exhibitions halls an additional 13,000 ㎡ on the 22,000 ㎡ of land south of EXCO. The total exhibition space will amount to 23,000 ㎡ (indoor) and 4,000 ㎡ (outdoor). In addition, 14 conference rooms will be added to increase the total number to 34. There will also be a 1,600-seat auditorium. Finally, Korea has launched a global campaign to promote the country's event infrastructure called the 'Korea MICE Year 2012'. The Korea MICE Alliance, working closely with the central & regional government and private sectors, will provide organizers of international meetings, conventions and incentive travels more sophisticated support and financial aids. In addition, integrated promotions will be carried out to showcase Korea's attractions as a destination for international meetings and events.
Q: Will you specify your corporation's mid- and long-term strategies to nurture the domestic MICE industry?
A: The main development strategy is to strengthen the global competitiveness of the MICE industry by surpassing the basic expectations of the service industry and the national brand. In order to attract mega-MICE events, the infrastructure must be in place. Therefore, MICE facilities will be expanded not only in terms of scale but also quality to ensure that events will be top class.
New methods to develop the market must be analyzed and MICE marketing and alliances with global MICE associations will be strengthened. Further, the KMB's role as the core of those alliances and overseas market penetration will further the goal of sustainable growth.
The MICE industry structure will be modernized and new support systems will be continually implemented. Through continuous creativity, Korea will become a value-added meeting destination and continue on its path to becoming the top meeting venue in the world. nw

Kang Sung-ghil, Executive Director of the Korea Tourism Organization's (KTO) MICE Bureau, speaks at the Korea MICE Expo 2011, which took place at COEX from June 28-30.

(from left) a view of BEXCO, a view of COEX, KTO President Lee Charm and former Seoul Mayor Oh Se-hoon take a look at the Korea MICE Expo 2011at COEX.

Photo on Courtesy of KTO