MICE less ordinary
CAMERON ROBERTS VISITS KOREA AND DISCOVERS THE NATION IS MUCH MORE THAN JUST A PRIME MICE DESTINATION
I n Korea people ask “ did you have breakfast ?” as a polite greeting . No , not “ how was your breakfast ?”, they ask whether you have eaten . It ’ s a throwback to the not-so-distant past , before the nation became one of the world ’ s largest economies , to a time when food on the plate was no guarantee .
During my visit to the nation , I got to experience this deep-rooted culture first hand . It ’ s a unique experience to be surrounded by innovative technology , new high-rises and a modern transport system , while still being asked simple things like whether I had eaten that morning .
Utterly unique Talk to an eventprof about Korea and the first city that comes to mind is the capital , Seoul . The city is a sprawling metropolis , cut in half by the Hangang river , it boasts a variety of appealing districts for travellers , including the iconic Gangnam – famous for its pop culture influences and high-end shopping .
On the MICE front , Seoul does not disappoint . It has numerous Korea Unique Venues , a collection of 39 venues recognised by the tourism board for providing unique charm and showcasing regional characteristics .
For Seoul this includes the National Museum of Korea and Floating Island . The former was opened in 2005 and hosts over 12,000 artifacts , showcasing the history of Korea , alongside a 400-person auditorium , a Lecture room with a capacity of 100-people and a small auditorium that can host 200-people . The latter is an artificial island that combined European-style dining spaces with stunning views of Seoul from the Hangang river .
It ’ s not just Seoul that hosts the unique venues however , further afield in Jeonju lies the Royal Room of Kings , styled after traditional Korean buildings but with modern comforts . Further south even than Jeonju is Gwangju Asia culture centre , which highlights more recent history of societal struggles in Korea ’ s more recent history .
The unique collection is being continually expanded by the tourism board , with the aim being to take events outside of Seoul . In my time in Korea , I got to travel on the high-speed rail , which takes travellers from Seoul to Yeosu ( in the very south of the nation ) in a few short hours . The message is clear , there ’ s many unique experiences that eventprofs will miss out on should they not go further afield .
Da Young Kim , marketing manager , Korea Tourism Organisation , says : “ The unique venues offer a unique event experience , it ’ s one that event attendees wouldn ’ t get outside of the specific region in which each venue is in . Each has been put on the list as it brings something different from a standard event experience .”
But it ’ s not just venues which are a unique draw for MICE travellers to the nation , new experiences also appeal to organisers looking to Korea .
Incentive travel Korea ’ s rich history , pop-culture influence and modern amenities , mean it ’ s got more to offer away from events . From day-excursions to national parks to lessons in traditional Korean music , the variety on offer is impressive .
First on the list for travellers should be the cultural appeal , there ’ s the
Left : Traditional and modern architecture of seoul city Above : Korean Hot Stone bibimbap
“ Korea is a small country , but because of the compact size it allows event attendees to experience a lot in a short amount of time .”
Jeonju Hanok Village which is home to a great number of traditional Korean buildings – it ’ s also the place where travellers can take part in the Hanbok experience , which will connect them with traditional Korean dress . The Traditional Culture Centre in Gwangju also gives insight into traditional Korean music , with a lesson in the Gayageum ( a string instrument ) available for MICE travellers .
It ’ s not just for culture vultures , the nation also plays host to natural wonders like the Suncheonman Bay Nature Reserve . Where intrepid explorers can take a hike to look down upon the reserve from above , a memorable experience well-worth an away-day alongside an event .
Kim says : “ Korea is a small country , but because of the compact size it allows event attendees to experience a lot in a short amount of time . Transportation is well connected , taking only about two to three hours to move from one end of the country to the other – with major convention centres situation throughout the nation .”
“ Outside of Seoul event attendees will have the opportunity to access the natural and traditional aspects of Koreas ’ s MICE offering . Organisers should consider transportation and venues , but the Korea MICE Bureau can facilitate co-ordination between organisers and local DMOs ”
What may be more prevalent on the incentive side for events , is the food . Korean food is all about sharing ,
ISSUE 120 / CONFERENCE & MEETINGS WORLD / 39