Over 150 incentives tours to be held in South Korea this year will benefit from the K-Smile Friendliness campaign, which will enhance MICE-related services and products such as airport welcome events, souvenirs, custom banners and others. Delegates will also receive exclusive benefits and promotional items during their stay.
One of the first to experience this new focus on Korean charm and hospitality is the 25th International Road Congress in Seoul, which saw an attendance of over 35,000 delegates globally, held November 2-6 this year.
The campaign will be launched in various cities, starting from Seoul and will be spread across 17 cities and provinces over the following weeks. It precedes the Visit Korea 2016-2018 campaign and paves the way for a surge in visitors for the 2018 Pyeongchang Winter Olympics in February.
Following the launch of the K-Smile Friendliness campaign and other initiatives in recent months, KTO reported that a positive outlook is expected for arrival figures for tourism and leisure as well as for MICE activities.