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2025 Busan MICE Festival to Open, Marking a New Leap Toward the Future

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it will host the 2025 Busan MICE Festival tomorrow (December 9) at Exhibition Hall 1 of BEXCO.

Marking its 14th year, the festival serves as Busan’s representative exchange platform for the local MICE industry, engaging professionals from the industry, academia, and young talent.

The event is jointly organized and hosted by the city, BEXCO Co., Ltd., the Busan Tourism & MICE Promotion Association, and the Busan Convention Industry Association.

Under the slogan “Beyond MICE, Toward the Future,” more than 100 industry stakeholders will gather to share the year’s achievements and discuss future directions for advancing the industry.

The program will address future strategies and pathways for Busan’s MICE industry amid rapidly evolving global trends driven by artificial intelligence (AI), environmental, social, and governance (ESG) practices, and industrial transformation.

The opening ceremony will take place tomorrow (December 9) at 10 a.m. on the second floor of Exhibition Hall 1 at BEXCO.

Along with congratulatory remarks and an opening performance, the ceremony will include the “MICE Merit Awards,” which recognize organizations and individuals who have contributed to the development of the regional MICE industry, as well as the “Busan MICE Awards,” which celebrate the winning entries of the Busan MICE Content Contest.

In addition, the program features a celebrity keynote lecture, the Busan MICE Future Forum, and MICE Night.

[Celebrity Keynote Lecture]
Lee Su-jin, Research Fellow at Seoul National University’s Consumer Trend Analysis Center, will deliver a lecture titled “Trends in Korea 2026: Preparing for the Age of AI Transformation,” presenting AI utilization strategies and industrial response strategies for the MICE sector.

[Busan MICE Future Forum]
The forum opens with a keynote by Professor Yoon Eun-joo of the Graduate School of International Studies at Hallym University on “Global MICE Trends and Busan’s Path Forward.” Subsequent presentations include:
– Kim Sang-tae, Deputy General Manager at the Association of Korean Exhibition Industry, on “Developing and Nurturing Region-Specialized Exhibition and Convention Programs”;
– Lee Min-seok, Chair of the Fair Trade Committee at the Busan Convention Industry Association, on “Recommendations for a Sustainable MICE Industry.”
These field-centered presentations will lead to practical discussions aimed at strengthening the industry’s competitiveness.

[MICE Night]
Under the theme “Sustainable MICE: The Night of New Beginnings,” the networking program will bring together stakeholders from industry, institutions, and academia. Commemorating the 30th anniversary of BEXCO’s opening, the event will also feature an investment pitching program showcasing the achievements of local MICE companies, further enhancing collaboration within the industrial ecosystem.

This year’s festival introduces the new, participatory “1DAY MICE Ideathon,” adding a differentiated component to the existing program.

Local youth and aspiring MICE professionals will propose and share fresh policy ideas addressing real-world industry issues. Outstanding proposals may be reviewed for potential follow-up implementation.

In addition, exhibition zones within the venue will include a “Support Project Achievement Zone” and a “MICE Hardware and System Experience Zone,” offering opportunities to explore the professionalism and scalability of Busan’s MICE industry.

For participation and other details, inquiries may be directed to the “Busan MICE Festival Operations Office” at ☎051-714-3119.

Lee Jun-seung, Vice Mayor for Administrative Affairs, stated, “This year, Busan successfully hosted the World Anti-Doping Agency (WADA) Annual Meeting and secured major international conferences such as the World Heritage Committee and the International Congress on Industrial and Applied Mathematics, firmly establishing itself as a global MICE city.”

He added, “The MICE industry goes beyond generating economic value; it is a strategic industry that cultivates future talent, transforms urban industrial structures, and expands international networks. I hope this festival—bringing together regional industry, academia, youth, and citizens—will serve as a turning point that expands Busan’s MICE ecosystem.”