Unique urban projects among the stars of Seoul’s MICE diversity

Seoul MICE Alliance has welcomed 39 new members this year.
Seoul MICE Alliance has welcomed 39 new members this year.

In an increasingly competitive MICE landscape, Seoul is ramping up efforts to attract business through bolstering the number of MICE partners under its Seoul MICE Alliance (SMA), a public-private coalition for the industry. 

The alliance welcomed 39 new members in August, bringing the total membership base to 299. New members coming on board include unique urban renewal venues, hotels, and entertainment venues, among others.  

Jin-Hyeok Park, director of the Seoul Convention Bureau, the MICE division of the Seoul Tourism Organization, explains that the Seoul MICE Alliance "is expanding to represent the diversity of the city's MICE offerings" and "strengthening the competitiveness of Seoul's MICE industry." 

The city's urban regeneration efforts has made a host of unique venues available for MICE. These include Seoul's Oil Tank Culture Park, a former emergency oil reserve built in the late 1970s turned into cultural event complex, S factory, a hip venue for creatives housed in a former textile factory and Baesan, a former warehouse repurposed into an industrial-stye, flexible spaces for product launches and small exhibitions.  

Also joining the industry alliance are newly-opened hotels such as Novotel Ambassador Seoul Dongdaemun Hotel & Residences and RYSE. 

The Seoul MICE Alliance was established in 2011 as a public-private partnership between the Seoul Metropolitan Government, Seoul Tourism Organization, and service providers across the MICE industry, including hotels, PCOs, transportation, travel agencies, and entertainment companies. 

Among the new members is Seoul’s Oil Tank Culture Park, a former emergency oil reserve built in the late 1970s turned into cultural event complex.
Among the new members is Seoul’s Oil Tank Culture Park, a former emergency oil reserve built in the late 1970s turned into cultural event complex.

Meetings and incentive planners can quality for additional benefits from Seoul Convention Bureau if they book with three or more SMA members. For example, international participants can receive Seoul MICE cards, a rechargeable transit card that can be used at convenience stores and select with a stored value of KRW 8,000 (US$7.16). 

Major events to be held in Seoul MICE Alliance members' facilities include the 38th Congress of the Société Internationale D'Urologie with 2,500 participants at Seoul Dragon City and the 22nd World Organization of Family Doctors (WONCA) World Conference with 5,000 participants at Coex Convention & Exhibition Center. 

SMA members not only provide discounts and other benefits for MICE event planners through the PLUS SEOUL Package, Seoul's all-in-one brand of event support, they also conduct joint marketing and bidding activities, and participate in trade shows. 

The new Seoul MICE Alliance Members in 2018 are: 

Unique Venues (15): La Vie Douce, SKY31 Convention, EL TOWER, K-turtle, Hyundai Department Store Tradecenter Branch Rooftop, Sky Kingdom, Top Cloud 52, International Seoncenter, Jinkwansa, Oil Tank Culture Park, Baesan Café, Seoul Upcycling Plaza, S factory, Seoul Innovation Center, National Museum of Korean Contemporary History 

Hotels (2): Novotel Ambassador Seoul Dongdaemun Hotel & Residences, RYSE Autograph Collection 

PCOs (5): The Plan, Medrang, fnMICE, Conexia, P.O.D. Communications 

Travel Agencies (5): Grace Travel, DODO International, JACKWORLD, CREVEN, Holidaylink DMC 

Transportation (3): GroundK, Buxi, itrip 

MICE Services (3): MICELAB, SH EDU, SFA Consulting  

Entertainment (5): Namsan Seoul Tower Hanbok Culture Experience Center, Mackiss Company (L'atelier), MUSICKING, Epic Theater (FIREMAN), MBC World 

Shopping (1): Hyundai Department Store Duty Free 

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