The coastal destination is ready for MICE, with a growing inventory of world-class MICE supply. Busan Tourism Organization’s Lee Jeong-Sil pictured. Busan Tourism Organization
Gastronomy, coastal experiences and a growing luxury offering are strengthening Busan’s appeal to Asia’s MICE buyers, according to attendees at the recent Meet in Busan tabletop event.
Busan had already achieved its 2026 target of 3.5 million visitors as of October, with corporate incentive groups from China and other East Asian markets among its priorities, said president of Busan Tourism Organization, Lee Jeong-Sil.
Gastronomy and events are key themes for China, while K-culture feature more prominently in its East Asian approach. The city is also looking beyond established MICE clusters in eastern Busan, including Haeundae, towards new developments in its western district.
Meet in Busan brought together 47 suppliers from the Busan MICE Alliance and 20 international buyers from nine Asian markets.
At the tabletop event, Nicole Ignacio, head of sales at Rakso Travel in the Philippines, zeroed into luxury services and with her 20 completed appointments, her discoveries included private car services, yacht charters and cruise connections between Busan and Japan.
Jillian Lim, event producer at Singapore-based Capital-e, sees the city's coastal setting as a differentiator. “Busan is slower and less busy than Incheon – clients are looking for that. Being by the sea is a plus point.” She also highlighted the city's unique restaurant venues, including Kumsu Bokguk in Haeundae, a puffer fish speciality restaurant listed in the 2026 MICHELIN Guide South Korea.
The destination’s cultural and gastronomic assets were on showcase at Meet in Busan. Buyers experienced activities including Korean herbal tea and meditation, K-beauty personal colour analysis, cooking classes and coastal sound walking and meditation.
Cultural and gastronomic draw of Busan makes cooking classes an appealing addition to MICE programmes. Photo Credit: Natalie Joy Lee
From 25 to 27 October 2026, the event took place at Westin Josun Busan. Along with Paradise Hotel Busan, the hotels are part of a growing MICE-friendly supply on the iconic Haeundae Beach, which will soon be joined by Banyan Tree Busan Haeundae inn December 2026.
The holiday island’s growing relevance to MICE groups is supported by infrastructure – with air connectivity the next piece of the puzzle.
BTO’s Lee believes “Busan is the hub for international venues”, pointing to the established Haeundae district and the Busan Port International Exhibition & Convention Center (BPEX) as key parts of the city's MICE proposition.
Nurimaru APEC House pictured. Photo Credit: Natalie Joy Lee
Donggyeom Oh, senior manager at BTO's convention bureau, added that the 2005 APEC Economic Leaders' Meeting was the turning point that helped drive the development of BEXCO (Busan Exhibition and Convention Center), and put Busan on the international events map.
Still, Sandra Kim, president of JSB Tour & MICE, pointed to the need for more direct air links to make the destination easier to access. “There used to be a direct connection from Incheon Airport to Busan, now it's only from Seoul to Busan via the KTX (Korea Train eXpress) bullet train.”
Meet in Busan brought together 47 suppliers from the Busan MICE Alliance and 20 international buyers from nine Asian markets, including Singapore, Malaysia, the Philippines, China, Indonesia and Thailand. Organised by Busan Tourism Organization (BTO), the programme combined business appointments, hotel inspections and curated experiences for corporate groups and incentive travellers.