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Busan Metropolitan City Participates in “The Meetings Show Asia Pacific 2026,” Actively Advancing MICE Attraction Marketing

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Busan Metropolitan City (Mayor Park Heong-joon) and the Busan Tourism Organization (CEO Lee Jeong-sil, hereinafter referred to as the Corporation) announced that they participated in “The Meetings Show Asia Pacific 2026,” a specialized MICE exhibition held over two days from April 14 to 15 at the Marina Bay Sands Convention Centre in Singapore, where they actively promoted Busan’s MICE industry.

The Meetings Show is a business-to-business (B2B) MICE exhibition organized by Northstar Travel Group for the Asia-Pacific region, first held in Singapore in 2024. This year (2026), the event further established its status as a large-scale professional MICE exhibition, attracting over 2,000 participants from 72 countries and facilitating more than 9,000 business meetings.

At this exhibition, Busan Metropolitan City, the Corporation, and seven companies affiliated with the Busan MICE Alliance (BMA), a public-private MICE partnership, participated as the Busan delegation and carried out joint attraction marketing. They promoted the appeal of Busan’s MICE industry to key industry buyers and explored new business opportunities.

During the event, the Busan delegation conducted a total of 181 business consultations with major local buyers, enhancing the potential for hosting MICE events in Busan. They also participated in the “Korea MICE Roadshow” held on April 16 at the Hilton Orchard Singapore, where they promoted Busan’s diverse MICE infrastructure and support systems, widely highlighting the city’s strengths as a global MICE destination.

Na Yun-bin, Director General of the Tourism MICE Bureau of Busan Metropolitan City, stated, “Through our participation in this year’s exhibition, we were able to confirm the elevated global brand status of Busan as a MICE city in the Asia-Pacific region. We will strengthen follow-up measures to ensure that the outcomes of the exhibition lead to actual MICE attraction results and will continue to make every effort to achieve sustainable growth of Busan’s MICE ecosystem through proactive attraction marketing.”