Busan is good

Busan Promotes Itself at Asia’s Largest MICE Exhibition, “ITB Asia 2025”

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Busan Metropolitan City (Mayor Park Heong-joon) and the Busan Tourism Organization announced that they participated in ITB Asia 2025, a professional MICE exhibition, held from October 15 to 17 at the Marina Bay Sands Convention Center in Singapore.
(MICE: Meetings, Incentives Travel, Conventions, Exhibitions/Events)

Celebrating its 18th anniversary this year, ITB Asia 2025 is Asia’s largest exhibition for the tourism and MICE industries, serving as a representative global MICE business platform that brings together over 1,800 companies and institutions from more than 130 countries worldwide.

Overview of ITB Asia 2025 (Internationale Tourismus Börse Asia 2025)
‣ A B2B trade show and convention for the travel industry held annually in Asia since 2008.
‣ Period and Venue: October 15 (Wed) – 17 (Fri), 2025 / Marina Bay Sands, Singapore
‣ Scale: About 1,800 exhibitors and 18,000 participants
‣ Organizer: Messe Berlin Asia Pacific

This year, the Busan delegation—which included Busan Metropolitan City, Busan Tourism Organization, and eight MICE companies—promoted Busan’s appeal to major international buyers and explored new business opportunities.

The delegation operated the “Busan Bleisure Lounge” at the Busan Promotion Pavilion, offering business consultations, company presentations, and networking events. The pavilion was designed with a “picnic at Haeundae Beach” concept to highlight Busan’s charm as a “bleisure” destination—a blend of business and leisure travel.

A new interactive event, the “Bleisure Travel Personality Test,” was introduced this year, naturally linking participants’ quiz results to recommended Busan bleisure destinations such as Gwangalli and Yeongdo. In addition, various experiential programs were offered, including a photo zone and local specialty tastings, allowing visitors to experience Busan’s tourism appeal firsthand.

During the exhibition, the delegation conducted over 310 pre-scheduled and on-site consultations with key international buyers, averaging more than 35 business meetings per participating organization. Through these efforts, Busan effectively promoted its excellent MICE infrastructure and enhanced its reputation as a leading global MICE destination.

Shin In-suk, Director of Tourism and MICE Industry Division at Busan Metropolitan City, stated,
“Through our participation in ITB Asia 2025, we were able to reaffirm Busan’s growing brand awareness on the global stage. We will continue proactive marketing strategies to stay ahead in the rapidly changing MICE industry and provide full support to help Busan’s MICE sector achieve greater growth.”