Busan City Selected for '24 International Conference Complex District Revitalization Support Project Competition'

Largest National Funding Secured Since 2020, Selected as an Excellent International Conference Complex District for 2023

Mayor Park Hyung-jun, "We Will Spare No Investment or Support to Leap Forward as a Global MICE City"

Busan City has secured the largest amount of national funding since the first phase of the project in 2020 in the ‘2024 International Conference Complex District Revitalization Support Project’ organized by the Ministry of Culture, Sports and Tourism, and achieved the distinction of being selected as an excellent international conference complex district in 2023.

Haeundae International Conference Complex District.

The ‘International Conference Complex District Revitalization Support Project’ has been promoted by the Ministry of Culture, Sports and Tourism since 2019 to strengthen the competitiveness of international conferences by supporting space utilization and infrastructure development within the district, as well as international conference aggregation facilities, targeting local governments in charge of international conference complex districts.

Busan City has been implementing the project since 2020, when the Haeundae International Conference Complex District was designated.

This year’s competition included Busan, Incheon, Daejeon, and Gyeongju, fiercely competing to secure budgets for international conference complex districts. As a result, the city secured 730 million KRW, an increase of 180 million KRW compared to last year, and was also selected as an excellent international conference complex district in 2023.

This year’s Haeundae International Conference Complex District revitalization project will focus on four main initiatives: ▲joint marketing promotion for the complex district ▲digital-based advancement of BEXCO ▲strengthening the unique branding of the Haeundae International Conference Complex District (HAEVENUE) ▲establishing a win-win cooperation system within the complex district, accelerating the competitiveness in attracting international conferences.

Over the past four years, through the revitalization project, the city has strengthened the digital infrastructure for attracting international conferences by installing ▲an exhibition complex (MICE) information center within BEXCO, a specialized international conference facility ▲establishing video consultation rooms and exhibition MICE studios ▲installing high-definition LED screens.

Since last year, the Busan Tourism Organization’s Convention Bureau has taken the lead in supporting joint marketing projects with aggregation facilities within the complex district, maximizing promotional marketing synergy. The scale of the joint marketing project for the complex district is planned to be further expanded this year.

To establish the unique identity of the Haeundae International Conference Complex District, the city has built an original brand called ‘HAEVENUE,’ producing souvenirs with unique designs and storytelling. Last year, it focused on promoting not only Haeundae but also Busan’s excellent exhibition MICE infrastructure by hosting photo and video contests.

HAEVENUE is a portmanteau of Haeundae and Avenue, meaning a paradise on earth for MICE.

In particular, this year marks the fifth year of the project, and the secured national funding is expected to play a significant role in laying the foundation for the re-acceleration of Busan’s exhibition MICE industry, which is growing in recovery after the COVID-19 pandemic.

On April 18, the city was selected as a ‘Leading MICE Industry City’ in the Industrial Brand (Public) category of the ‘2024 National Industry Awards.’

Hosted by the Institute for Industrial Policy Studies (IPS), the ‘National Industry Awards’ are designed to select companies, institutions, and brands that have greatly contributed to national industrial development by enhancing competitiveness through excellent management capabilities and differentiated services. With this year’s selection, Busan City has once again proven its status as a leading MICE city.

Mayor Park Hyung-jun stated, “We are very pleased to have secured the largest amount of national funding since our designation as the Haeundae International Conference Complex District in 2020, as well as being selected as an excellent district. We will continue to invest and support without hesitation for Busan, a global hub city, to leap forward as a global MICE city.”