Case study: How a holiday island became a MICE showroom

Jeju has traditionally been known as a leisure destination, but a recent trade event in the destination showcased a different side.

Organised by Jeju Tourism Organization, the recent International Convention (ICon) in Jeju event for MICE professionals combined business matchmaking with a cultural programme that showcased how leisure attractions can also double as unique venues or backdrops for business events.

The event: Held from 8 to 10 July, the ninth edition of ICon in Jeju 2026 brought together 88 domestic and international buyers and 55 Jeju-based suppliers to explore future business events on the island.

The programme combined pre-scheduled business appointments at Haevichi Hotel & Resorts Jeju with site visits, networking functions and experiential programmes at venues across the island.

Unique venues on showcase: While business appointments took place at Haevichi Hotel & Resorts Jeju, official functions were spread across Jeju Folk Village, Aqua Planet Jeju and Jeju Stone Park.

Aqua Planet Jeju hosted attendees in a welcome reception where walls are replaced by living marine galleries. The gala dinner was staged at Jeju Stone Park, where culture and spectacle came together with unique destination storytelling. As well, Jeju Folk Village demonstrated how heritage sites can be adapted for corporate programmes.

JTO said in a statement: “Each of the venues highlights a distinct facet of Jeju. Jeju Folk Village preserves traditional thatched houses and lifestyle heritage; Aqua Planet Jeju showcases the island’s deep relationship with the sea; and Jeju Stone Park narrates unique regional folklore and mythologies through its iconic volcanic stone landscapes.”

While these are familiar landmarks to tourists, through the lens of an event organiser, they transform into unique settings for cultural workshops, VIP galas, and networking receptions.

Jeju Province and JTO currently selecting and fostering 16 of such Jeju Unique Venues.

The message: The way the buyers experienced the total programme not only helped showcased attractions as unique venues, it also served to convey the destination’s strength as a compact destination, a key positioning as JTO courts planners seeking execution ease.

“The island did not just sell its physical meeting facilities – it packaged the entire duration of the visitor's stay into a single, immersive host experience,” JTO said.

JTO was also keen to showcase “MICE as JEJU”, where suppliers provide more than just venues or backdrops – rather, act as “primary designers, operators, active partners and producers”.

Who did buyers meet: The seller included hotel chains, but also specialised convention bureaus, museums, botanical gardens, marine leisure providers, travel agencies, destination management companies (DMCs), and local event planners.

Over three days, participants completed 551 business meetings, with organisers reporting that 50 events had already been confirmed for Jeju following the marketplace.