The Korea MICE Bureau recently introduced a new support programme for corporate meetings and incentive travel, known as the Korea Incentives & Meetings Support (KIS), which focuses on hallyu-based experiences.
Through the programme, the bureau hopes to leverage the hallyu phenomenon, which refers to the widespread popularity of Korean popular culture, to attract more groups and enhance experiential event offerings in Korea.
Available from August 2018, the KIS programme includes free admission to hallyu-related tourist attractions, hallyu merchandise as souvenirs and exclusive concert events featuring popular K-pop performers.
“Hallyu is one of the most influential factors why many groups visit Korea, especially with groups coming from China, Japan, Southeast Asia, and Western Europe,” said Chulbeom Park, Meetings and Incentives Team Director at Korea Tourism Organization. “To support the recovery of the inbound incentive market, which was affected by China’s order to prohibit Chinese groups travelling to Korea, we encourage all travel agencies and event professionals to utilise and promote the KIS programme actively,” he added.
The bureau will continue to offer groups its standard support programme, which includes a welcome ceremony at the airport, gala receptions and traditional Korean souvenir. Offerings are scaled according to group size and duration of the event.
South Korea established its stance of incorporating hallyu in the meetings industry at the Korea MICE Expo 2018, held in June this year. Also at the event, Korea successfully appointed popular K-pop group SHINee as their first Honorary Ambassador of MICE. The group will actively promote Korea as a MICE destination through appearances in KIS campaign materials and possible participation in MICE road shows or trade shows.