The Gyeonggi Tourism Organization (GTO) has intensified its global outreach efforts by conducting targeted MICE promotion activities across Southeast Asia, aiming to attract high-value international business events to South Korea. The initiative took place from April 14–17, 2026, covering key markets including Singapore and Jakarta, Indonesia.
As part of this strategic push, GTO participated in The Meetings Show Asia Pacific 2026, held at Marina Bay Sands Expo in Singapore from April 14–15, followed by dedicated MICE roadshows in Singapore and Jakarta from April 16–17. These engagements were designed to position Gyeonggi Province as a competitive and differentiated destination within the Asia-Pacific MICE landscape.
A key highlight of the initiative was the collaborative approach adopted by Gyeonggi Province. The organization jointly operated a promotional booth within the Korea Pavilion led by the Korea Tourism Organization. It was supported by five member organizations of the Gyeonggi Tourism MICE Alliance, including key regional stakeholders such as the Goyang Convention Bureau and Suwon Convention Center. This public-private partnership model underscores a coordinated effort to enhance destination visibility and strengthen international engagement.
The roadshows focused on connecting with international buyers, event planners, and industry stakeholders, promoting Gyeonggi’s diverse MICE offerings, infrastructure, and unique destination appeal. Through direct interactions and networking sessions, the initiative aimed to secure future international conferences, exhibitions, and corporate events.
According to officials, one of the most significant outcomes of the campaign was the growing recognition of Gyeonggi Province as a distinct and competitive MICE destination in the Asia-Pacific region. The region’s differentiated content, combined with its proximity to Seoul and strong infrastructure, positions it as an attractive choice for global event organizers.
This initiative reflects South Korea’s proactive strategy to expand its footprint in international business events through targeted overseas marketing and partnerships. By strengthening engagement with key outbound markets, Gyeonggi aims to secure a sustainable pipeline of high-value events and enhance its global competitiveness.
Overall, the campaign highlights the increasing importance of international roadshows and trade engagement in driving MICE growth, reinforcing Gyeonggi Province’s ambition to emerge as a leading destination for global business events.
