Korea courts MICE with its cultural appeal.
Korea Tourism Organization (KTO) has brought a powerhouse MICE bloc to The Meetings Show Asia Pacific (TMS APAC) 2026, with a pavilion taking in 21 companies including Seoul Tourism Organization (STO), Gyeonggi Tourism Organization (GTO), and Busan Tourism Organization (BTO).
Marking Korea’s first joint destination participation at TMS APAC, the pavilion takes up a 144sqm of exhibition space showcasing meetings and incentive products.
Incentives get K-Popular
Korea’s most popular incentive destinations among Asian incentive groups – namely Seoul, Gyeonggi and Busan – are all represented. The other top destination, Jeju, is also exhibiting at a separate booth (H30) at TMS APAC 2026.
Gyeonggi has been “highly popular” due to its proximity to Seoul, with attractions like Everland and the Korean Folk Village often included in incentive itineraries, KTO’s executive director, In Sook Lee, shared.
“Destination preferences, however, vary by market; for instance, Taiwanese groups often favor Busan, while Chinese visitors frequently include Jeju, especially through cruise-linked itineraries,” Lee told M&C Asia.
Ride the K-Wave
“Korea’s global cultural appeal is one of its strongest competitive advantages, and KTO actively leverages this to create high-value incentive experiences,” Lee admitted.
Whether K-pop dance workshops, hanbok experiences, or Korean cooking classes, there are numerous ways in which activities can deepen delegates' connection to the destination, she continued.
K-beauty and other globally recognised brands also give Korea an edge when courting incentive groups.
KTO is hence stepping up on collaborations with brands, notably Olive Young, a cosmetics and beauty retailer that has become an institution in its own right by topping tourists' “must-visit” lists.
“We plan to introduce specially curated merchandise for incentive groups alongside exclusive branded experiences developed in partnership with such brands,” Lee shared.
A taste of K-Culture at TMS
Attendees at TMS APAC 2026 may experience K-culture firsthand at the Korea pavilion, from modern beauty trends to a taste of uniquely Korean traditions.
Activations include skin analysis using specialised tools; personal colour analysis by experts in the Korean art of bridging colour theory with beauty; and tasting of K-Makgeolli, a cloudy sparkling rice wine.
Tailored support for SE Asian recovery
To stimulate recovering Asian feeders, KTO in 2025 piloted a programme that tailors support to unique markets – namely Singapore, Thailand, Vietnam, Malaysia, the Philippines and Indonesia.
Having seen “positive feedback”, Lee said the scheme has been extended into 2026 to support full market recovery.
Discover more MICE ideas at the Korea Pavilion (booth I30) as well as Jeju booth (H30) at TMS APAC 2026.