Busan is good

Busan Holds MICE Roadshow in Beijing to Expand Presence in the Chinese Market

내용

Busan Metropolitan City, led by Mayor Chun Jae-soo, and the Busan Tourism Organization, headed by President Lee Jeong-sil, announced that they will hold the “2026 Busan Overseas MICE Roadshow” in Beijing, China, from tomorrow, August 25, through August 28. The event will intensively promote Busan’s competitiveness in attracting MICE events and tourists to Chinese companies as part of efforts to expand the city’s presence in the Chinese market.

MICE is an acronym for Meetings, Incentive Travel, Conventions, and Exhibitions/Events.

The roadshow has been organized to proactively identify demand for MICE events among Chinese companies and expand networks with local businesses and MICE industry stakeholders, ultimately converting such opportunities into actual visits to Busan and the hosting of events in the city.

In particular, the Beijing roadshow is being held in the city for the first time in 11 years, since 2015. It is especially significant as an opportunity to resume exchanges with the Chinese MICE market and broaden Busan’s foundation for attracting business from China.

Busan MICE roadshows have previously been held in Qingdao, China, in 2013; Shanghai, China, in 2014; Beijing, China, in 2015; Guangzhou and Shenzhen, China, in 2016; Osaka, Japan, and Taipei, Taiwan, in 2017; Ho Chi Minh City, Vietnam, and Kuala Lumpur, Malaysia, in 2018; Taipei, Taiwan, and Bangkok, Thailand, in 2019; Taipei, Taiwan, in 2023; Bangkok, Thailand, in 2024; and Shanghai, China, in 2025.

Fifteen leading MICE companies from Busan, including hotels and travel agencies, will jointly participate in the event. They will introduce Busan’s MICE infrastructure and diverse tourism content to approximately 80 local Chinese buyers and conduct customized business consultations aimed at attracting events.

During the roadshow, Busan Metropolitan City and the Busan Tourism Organization plan to actively promote Busan’s distinctive content and capabilities as a MICE destination through business consultations with local companies and promotional activities highlighting the city’s MICE offerings.

Busan offers a highly competitive environment as a destination for corporate meetings, incentive travel, and other business tourism, with a natural setting where the sea and city coexist, a wide range of tourism content, and outstanding MICE infrastructure.

Busan Metropolitan City will also actively support visits and events by Chinese companies in connection with its support programs for corporate meetings and corporate incentive travel.

To ensure that potential demand identified among Chinese companies through this roadshow leads to actual business, the city plans to continue follow-up consultations and customized attraction activities tailored to individual companies.

In addition, Busan Metropolitan City, the Busan Tourism Organization, and participating companies will carry out targeted marketing during the roadshow through sales calls, directly visiting prospective buyers.

The marketing efforts will focus particularly on major outbound tour operators and online travel agencies in China, and are expected to lead to tangible results in attracting MICE events and tourists to Busan in the future.

Beijing, the capital of China and a center of politics, culture, and international exchange, is one of the country’s leading global business cities, with a population of approximately 21 million. It is home to the headquarters of 49 Fortune Global 500 companies and is connected to Busan by 13 direct flights per week, making it an important hub for efforts to attract MICE business from Chinese companies.

Before the COVID-19 pandemic, China was one of Busan’s most important markets for incentive travel. Against this backdrop, the roadshow is a proactive measure in response to the Korean government’s implementation of a visa-free policy for Chinese group tourists and the growing number of cruise ships arriving from China at Busan Port. It is expected to create greater opportunities to attract large-scale incentive travel groups and MICE events in the future.

Na Yun-bin, Director-General of the Tourism and MICE Bureau of Busan Metropolitan City, said, “The Beijing roadshow is an important opportunity for Chinese companies and Busan’s MICE industry to meet directly and create new business opportunities. We will actively identify the diverse MICE needs of Chinese companies and work to translate them into tangible results for Busan, including attracting Chinese corporate incentive groups.”