The International Congress and Convention Association (ICCA) Congress will happen in Colombia from 24-27 October, once again in a multi-hub hybrid format, where Seoul will serve as Asia Pacific's Regional Hub.
The Congress pivoted to a hybrid model for the first time last year, including a six-week online programme prior to the November event.
This year, hub cities will again be chosen to represent Europe, Africa, the Middle East, and Asia Pacific — where Seoul replaces Sarawak as APAC's Regional Hub. This also marks the second year of a business partnership between ICCA and the Seoul Tourism Organization (STO), following the city's participation as an additional hub location in 2020.
Held in-person at COEX and streamed lived across the region on 26-27 October, the event will be co-managed by STO and ICCA, who will agree on overall event organisation, local programmes, and Covid-safe protocols.
"We have know-how as a member of the Hybrid City Alliance. In addition, we will utilise last year's hosting experience to upgrade Seoul's position as the optimal hosting destination for hybrid MICE events," said a STO official.
STO Acting MICE Support Team Director, Dohwi Kwak, added: "We are aimed at heightening Seoul's position as a MICE destination by hosting high-quality international events in a hybrid format and contributing to the stagnant MICE industry in the Covid-19 era.”
The event is expected to draw 1,500 participants from convention bureaus and PCOs attending from 90 countries.