ICON in Jeju, a MICE trade event by Jeju Tourism Organization, is in its ninth edition.
While Jeju has been courting MICE travellers with its Green Programme and sustainable sourcing opportunities, buyers at the recent International Convention in Jeju (ICON) trade show say that cost and accessibility weigh heavier in their buying decisions.
Speaking to M&C Asia at the ninth edition of ICON in Jeju, which took place this month, a Jeju Tourism Organization spokesperson shared that China is the main international market for direct MICE arrivals in Jeju. Southeast Asian groups and other MICE markets are more likely to arrive to the island from the Korean mainland.
Jeju is taking a more global outlook and stepping up on efforts to market the destination to international buyers.
One of the key highlights shared with buyers at the show was the Green Programme. By recognising sustainable suppliers, the programme helps buyers with sustainable sourcing.
For the Chinese market – Jeju’s main MICE feeder – price competitiveness, flight connectivity and frequency, and visa-free entry are key factors uplifting Chinese demand.
Jeju is considered the “next affordable destination for Chinese incentive travellers, according to Li Zhi Zhen from Beijing Maitu International Travel Agency.
With price and value a growing factor influencing buying decisions, buyers at the ICON show were also introduced to a venue subsidy co-sponsored by Korea Tourism Organization (KTO) and suppliers. The subsidy can be combined with KTO’s broader MICE subsidy programme.
Aside from corporate groups seeking rest and recreation, the Korean holiday island is also attracting medical meetings.
For medical associations keen to attract attendance from China, Jeju represents an attractive site for meetings.
This is the case for Korean Society of Microscopy. According to Hyo Eun Kim from South Korea’s MakEasy: make it easy, the decision to hold the Korean society’s annual medical conference in Jeju rests on visa-on-arrival for Chinese attendees and improving flight frequencies from key markets.