Seoul of the party

Korea has shot up the destination league tables for both business and leisure in recent years, with both conference and tourist numbers on the ascent.

And this year the capital city has signalled its intentions with a 9 billion won (£5.1m) investment to boost its meetings and events industry – a 17 per cent increase on 2023.

The aim is to put Seoul into the premier league of events cities, competing with events such as CES in Las Vegas and the World Economic Forum in Davos. All the signs are that it’s working, with demand for corporate meetings and incentives exceeding pre-pandemic levels in 2023.

The cash isn’t just aimed at events, either; Seoul Metropolitan Government wants to boost the broader tourist market by mixing business with leisure; yes, that dread word ‘bleisure’. Seoul has a punchy target of 1.2 million tourists this year, and is focusing on attracting medium to large-sized events in its key industries, namely biotech, AI, fintech, robotics and the creative sector.

For biotech and advanced tech events, the city has 280 million won (£160k) of support available for organisers, as it looks to hit its target of 30, while it also has money to spend to hit a tally of 33 exhibitions and four international conferences.

The city is diversifying its efforts in the corporate and incentive markets as well, looking beyond its traditional market of Chinese organisations and offering tailored subsidies to entice foreign tourists.

Epicentre

The epicentre of Seoul’s meetings and events is Coex. Conveniently located in the middle of the Gangnam business district, it has four main exhibition halls and 55 flexible meeting rooms. With its largest space clocking in at more than 10,000 sqm, Coex can ably cater for almost any event you choose to chuck its way.

And with three five-star hotels, Asia’s largest underground shopping centre, office space, an aquarium and even an airport terminal on site, it’s got pretty much everything a delegate could wish for.

And Coex is set to expand even further this year with the opening of Coex Magok in November. The expansion in Magok, an emerging business hub in the western part of the city, is part of Seoul’s efforts to decentralise its meetings and events infrastructure.

With good connections to Gimpo International Airport, Magok is being developed as a research and development hub, with the aim of making Coex Magok a focal point for tech-related events. Its flexible modern spaces have been developed incorporating green technologies and environmentally friendly practices. Its location is aimed at creating collaboration between event organisers and local industries, particularly in technology and innovation sectors.

In addition to Coex Magok, other new exhibition and convention centres set to be built by 2030 are set to more than triple Seoul’s meetings infrastructure to more than 230,000 sqm. Complexes in the Seoul Station, Namsan Mountain and Jamsil regions will combine event spaces with facilities, attractions and shops all under one roof.

The ambitious expansion is all part of the city’s grand designs for its events offering, as Seoul prepares to make a bid to host the 2036 Olympics. Watch this space.

Night view of Seoul (Picture credit: ©Korea Tourism Organization)

Deoksugung Palace in Autumn (Picture credit: ©Korea Tourism Organization)

Coex (Picture credit: ©Korea Tourism Organization)

Seoul map

Where to meet

Seoul Dragon City in Yongsan is a large-scale hotel complex featuring four hotels with more than 1,700 rooms. It includes convention and event spaces, and is directly connected to Yongsan Station.
The futuristic Dongdaemun Design Plaza (DDP) is used to hosting large-scale events, exhibitions, and conventions, and its unique design and central location makes it especially popular for international events.
Parnas Tower Convention Centre in Gangnam is an up-and-coming event venue offering high-tech meeting spaces in the upscale Parnas Tower, right next door to luxury hotels and Coex Mall.
Featuring breathtaking views Seoul Sky at Lotte World Tower in Jamsil is perfect for any VIP meetings, conferences or special events.
Seoul Marina Club & Yacht in Yeouido is a one-of-a-kind meetings and events venue by the Han River, offering conferences, meetings, and exhibition space with the added option of yachting activities for attendees.

Dongdaemun Design Plaza (Picture credit: ©Korea Tourism Organization)

Lotte World Tower (Picture credit: ©Korea Tourism Organization)

Gyeongbokgung Palace (Picture credit: ©Korea Tourism Organization)

Cheong Wa Dae (Picture credit: ©Korea Tourism Organization)

Seokchon Lake – overlooked by the Sofitel Seoul Ambassador (bottom right)

Incentive ideas

Give your delegates a taste of Korean history with a visit to the the 14th century Gyeongbokgung Palace, once the home to the kings of the Joseon dynasty. Groups can don traditional Korean clothing as they stroll around the palace grounds, while there are myriad food and drink options close by.

Cheong Wa Dae, also known as the Blue House thanks to its vibrantly tiled roof, is one of Seoul’s hottest new venues. It served as the official office and residence for the presidents of South Korea from 1948 until Yoon Suk-yeol's relocation in 2022, since when it has reopened as a visitor attraction, available for event hire for up to 100 delegates.

Hidden away, quite literally, on the 32nd floor of the Sofitel Seoul Ambassador, cocktail bar Latitude32 serves up French glamour with a Korean twist. Access to the 300-capacity Parisian-styled speakeasy is via a hidden door, behind which you’ll find a glass-adorned music lounge, cocktail bar and outdoor terrace with skyline views of the city.

For corporate team building, Bukhansan National Park’s many hiking trails offer something for all fitness levels. Less than an hour’s drive north of Seoul, delegates will be rewarded by stunning views of the valley and surrounding mountains.

View from the bureau

Chang Wook Jung, Korea MICE Bureau executive director

“South Korea boasts world-class MICE tourism infrastructure, with 20 specialised regional entities, 20 convention centres, eight international airports, seven domestic airports, and seven cruise terminals. This allows for seamless travel both internationally and within Korea. Renowned as one of the world’s safest countries, safety is a key consideration when choosing a MICE destination. Korea also excels in IT, with broadband penetration exceeding 87 per cent and nearly 100 per cent mobile internet connectivity as of 2022.

“Additionally, ‘Hallyu’ (the Korean Wave), including K-pop, K-beauty, and K-food, has gained immense global popularity, enhancing Korea’s cultural appeal.

“Upon arriving in Seoul for MICE events, participants are enthralled by its rich and varied cultural experiences. With robust government support, Korea ranked 11th globally and 2nd in Asia for meetings in 2023, according to ICCA. Seoul continues to excel in MICE, hosting large-scale events like the 2023 USANA Health Science Meeting with over 5,000 attendees.”