Busan is good

Busan Holds ‘MICE Promotion Roadshow’ in Shanghai for the First Time in 11 Years

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Busan Metropolitan City (Mayor Park Heong-joon) and the Busan Tourism Organization announced that they will launch large-scale marketing efforts in China to strengthen competitiveness in attracting MICE events and tourists, in line with the resumption of Korea-China tourism exchanges, including the temporary visa-free entry policy for Chinese group tourists (September 29, 2025 – June 30, 2026).

• ●MICE: Meetings, Incentives travel, Conventions, Exhibitions/Events

From September 1 to 3, the city and the organization will host the “2025 Busan MICE Roadshow” (hereinafter “MICE Roadshow”) in Shanghai, China’s largest economic hub, to actively promote the competitiveness and appeal of Busan’s MICE industry to the local sector.

This Shanghai “MICE Promotion Roadshow” is being held for the first time in 11 years since 2014 and carries significant meaning as it marks the resumption and expansion of exchanges with the Chinese MICE market.

<History of Busan MICE Promotion Roadshow> ▲ Qingdao, China (2013) ▲ Shanghai, China (2014) ▲ Beijing, China (2015) ▲ Guangzhou & Shenzhen, China (2016) ▲ Osaka, Japan and Taipei, Taiwan (2017) ▲ Ho Chi Minh, Vietnam (2018) ▲ Kuala Lumpur, Malaysia (2018) ▲ Taipei, Taiwan and Bangkok, Thailand (2019) ▲ Taipei, Taiwan (2023) ▲ Bangkok, Thailand (2024)

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Representatives from over 100 leading companies and travel industry stakeholders in Shanghai will participate in the event, which will consist of ▲a business consultation meeting with Busan MICE companies ▲a promotional briefing session for Busan as a MICE city.

In particular, ten leading Busan MICE companies, including major hotels and travel agencies, will participate jointly to highlight the appeal of “Global MICE City Busan” and focus on attracting MICE events customized for the Chinese market.

Through this promotion roadshow, the Busan delegation expects tangible outcomes such as attracting large-scale incentive tour groups numbering in the hundreds and creating new networking opportunities with multinational corporations.

In addition, the city, the organization, and participating companies will conduct intensive marketing during the roadshow by directly engaging with potential buyers through on-site visits (sales calls). Targeted marketing efforts directed at major outbound travel agencies and online travel agencies (OTAs) in China are expected to lead to concrete outcomes in hosting MICE events and attracting tourists in the future.

Shanghai, the largest economic city in China and a leader in MICE and tourism trends, is home to 25 million residents and the headquarters of 12 Fortune Global 500 companies. It also has direct flight routes connecting with Busan, making it a global business hub.

Prior to the COVID-19 pandemic, China was Busan’s most important market for incentive tourism. This promotion roadshow represents a swift response aligned with the Korean government’s visa-free policy for Chinese group tourists, seizing the opportunity to attract large-scale incentive tourists and MICE events.

Kim Hyun-jae, Director General of Tourism and MICE Bureau, stated, “With this large-scale MICE Promotion Roadshow in Shanghai, the first since overcoming COVID-19, we aim to elevate Busan’s brand status as a ‘Global MICE City’ in China. We will proactively attract Chinese group incentive tourists in line with government policy and expand MICE exchanges between the two cities.”