Busan City Participates in 'IBTM World 2024'... MICE Attraction Marketing

Active MICE Attraction Marketing in Barcelona, Spain and Busan from 19 to 21

Exclusive Promotion Booth Operation, 'Busan, a Great City for MICE'... Targeting European and Global MICE Markets

Busan City and the Busan Tourism Organization participated in 'IBTM World 2024,' held in Barcelona, Spain, from the 19th to the 21st, actively conducting MICE attraction marketing.

BTM World 2024. Provided by Busan City

'MICE' stands for Meetings, Incentives Travel, Conventions, and Exhibitions·Events.

'IBTM World' is Europe's largest MICE specialized exhibition, held since 1988, with over 12,000 buyers and exhibitors participating annually from around the world.

The city and the organization jointly participated with three Busan MICE companies, operating a Busan-exclusive promotional booth and conducting consultations to showcase Busan's appeal as a MICE destination worldwide.

The participating companies were BEXCO (convention center), Park Hyatt Busan (hotel), and Wonder Tour (inbound travel agency).

This exhibition featured MICE-related venues, hotels, and travel agencies, actively exploring business opportunities in each sector. It also expanded international networks to broaden the regional MICE industry scope.

Through joint MICE attraction marketing, Busan promoted itself as a 'MICE-friendly city' based on excellent infrastructure and diverse content, receiving great responses from buyers worldwide, including Europe.

Park Geun-rok, Director of the Tourism MICE Bureau of Busan City, stated, “Through participation in 'IBTM World 2024,' we were able to confirm the increased brand awareness of Busan as a city.” He added, “We will continue to actively pursue customized attraction marketing to proactively respond to the diversifying MICE market and support the growth of Busan’s MICE industry.”

BTM World 2024 Busan Delegation. Provided by Busan City