area certainly have international visitor appeal . There is a seemingly endless list of buildings showcasing modernity . One of the most intriguing examples is Dongdaemun Design Plaza ( DDP ), which offers a futuristic feel , both externally and internally , and the Lotte World Tower , the tallest building in the country , and which overlooks a beautiful lake . Its exotic grounds provide a trail experience for visitors to enjoy . A perfect place for photos .

What appeals , perhaps , most to the international market is the contemporary K-culture , which has drawn much attention globally through its fashion , food , music , dance and more .

In terms of teambuilding many visitors have enjoyed mission-completing games at historical sites , traditional markets or along the streets in the city centre . Learning the K-pop choreography or recording a K-pop song are popular activities and cooking Korean dishes is also a great way to enhance team spirit and have fun within a group .

The Seoul MICE Alliance ( SMA ) is linked to the Seoul Plus premium programme . How does this initiative benefit the international MICE planner and delegate ?

The Seoul MICE Alliance consists of more than 300 partner companies from 10 categories of Seoul ’ s MICE industry , including convention centres , hotels , transport companies and PCOs .

The PLUS SEOUL programme run by Seoul Convention Bureau is another booster for business events and helps bond participants / delegates . Fifty partners voluntarily have participated in the PLUS SEOUL PREMIUMS initiative , which works by activating QR codes for users to receive goods and services at the listed SMA sites .

The Hyundai Business Global Centre will be a new convention centre when it opens close by the

Above : Mr . Jaesung Rhee , Seoul Tourism Organisation CEO

landmark COEX Centre . How will this new facility impact the type and range of conventions which can be held in the city and when will it open ?

The plan is for the area from the landmark COEX to Jamsil , where the 1988 Olympic Games were staged , to be regenerated into a MICE complex cluster by 2025 and the Hyundai Business Global Centre will be a part of that specialised area .

From floating island venues to Seoul Dragon City and Sky31 Convention to Dongdaemun Design Plaza , the city has been innovative in creating inspiring venues , what else is in the pipeline that pushes the boundaries of architecture and geography ?

The city has been focusing on regeneration to embrace sustainability , rather than constructing new buildings . The ‘ Oil Tank Culture Park ’ is one truly unique venue for hosting MICE events . In its outdoor grounds , planners will find six converted oil tanks .

Another venue is Nodeul Island in the centre of the Hangang River Bridge connecting Dongjak-gu and Yongsan-gu . After many years of public

discussion , the island was transformed into a cultural complex in September 2019 . It is a place that respects its unique ecology and pursues harmony between architecture and nature . It is an ideal location for cultural events , international conferences , concerts and festivals .

What is your vision for the future of Seoul as a Bleisure destination and a world-leading convention city ?

As the pandemic put a pause on many offline events , we have seen a huge increase in online events . Many experts forecast that hybrid events will stay long after the pandemic is behind us . I agree that the digital / virtual side of the MICE industry will remain active in the near future and be developed further to attract more participants for MICE events .

Greater numbers of participants experiencing digital / virtual events is not a simple transition , however , and there will be challenges . Participants at online events don ’ t necessarily do things in a collective manner as they may do during traditional in-person events . If they are watching a presentation online , for example , they could be doing many other things at the same time .

Segmentation within a group is inevitable . More detailed customisation of the support we offer and re-thinking the way STO provided for MICE groups pre-pandemic will be a key factor to satisfying the needs of participants coming to Seoul whether it is online or physically .

We will prepare more digital content to reach out to those interested in visiting the city , especially while travel restrictions are still active . Many other support options will also be prepared ready for the future when restrictions are lifted and the city can welcome travellers back once again .