Destination report
South Korea: Where business events meet cultural discovery
IAIN STIRLING DOES SOME SEOUL SEARCHING AND FINDS PLENTY TO STIMULATE THE MICE MENU IN THE SOUTH KOREAN CAPITAL AND BEYOND
S outh Korea is one of
Asia’ s most dynamic destinations for business events, offering a combination of cutting-edge infrastructure and deeply rooted cultural experiences. From Seoul’ s world-class convention centres to the tranquil heritage sites of Suwon, this is a destination that delivers both logistical excellence and memorable incentive opportunities.
My own recent exploration of South Korea’ s MICE landscape revealed just why the country is rapidly gaining ground among international event planners. Across Seoul, Gyeonggi Province, and Incheon, strategic investment in smart technology, sustainable practices, and seamless connectivity has created an ecosystem perfectly suited to modern business events – while the richness of Korean culture adds depth and distinction to every programme.
Seoul: Innovation meets accessibility Seoul anchors South Korea’ s business events offering with a sophisticated blend of infrastructure and energy. At its heart lies COEX Convention & Exhibition Centre in Gangnam, one of Asia’ s most comprehensive MICE venues. With over 36,000sqm of exhibition space and 55 meeting rooms, COEX handles everything from intimate executive gatherings to large-scale international congresses. Its integration with luxury hotels like
Left: Iain Stirling, right, and friends exploring in Seoul, Gangnam style the InterContinental Seoul Parnas, the sprawling COEX Mall, and direct subway connections makes it exceptionally accessible for delegates.
The Seoul Tourism Organisation works closely with COEX to position the capital as a smart, sustainable city for events. Initiatives like the PLUS SEOUL support programme offer meeting planners financial incentives and curated cultural experiences, while advanced 5G infrastructure, AI translation tools, and hybrid event capabilities ensure organisers have the technology they need.
Beyond the conference hall, Seoul offers planners a wealth of incentive possibilities. The city’ s Floating Island on the Han River provides a striking venue for gala dinners, with three architecturally distinctive islands offering banquet halls, outdoor terraces, and panoramic skyline views.
For groups seeking cultural immersion, the National Museum of Korea showcases the nation’ s heritage through world-class collections and elegant spaces ideal for receptions. Its exhibitions span thousands of years of history, offering delegates a meaningful connection to Korean culture.
Cultural depth: From the DMZ to traditional villages One of South Korea’ s greatest strengths as an incentive destination is its ability to offer experiences that resonate on a deeper level. A visit to the Odusan Unification Observatory in Paju provides a powerful perspective on Korea ' s history and resilience. Overlooking the Demilitarised Zone( DMZ), the observatory offers views into North Korea and thought-provoking exhibitions on peace and reconciliation.
For a different kind of cultural engagement, the Korean Folk Village in Yongin transports delegates back to the Joseon dynasty. This open-air museum features restored traditional houses, artisan workshops, and live performances including folk music and
48 / CONFERENCE & MEETINGS WORLD / ISSUE 139