Marketing Targeting Overseas Companies
Yeosu City, South Jeolla Province (Mayor Chung Kimyung), participated in 'IMEX Frankfurt' held at Messe Frankfurt, Germany, from May 20 to 22, and conducted MICE (Meetings, Incentives, Conferences, and Exhibitions) event attraction marketing targeting overseas companies.
IMEX (Incentive Travel, Meetings & Event Exhibition) is the largest trade exhibition where global MICE industry stakeholders gather annually. This year, more than 13,000 industry professionals from 150 countries participated, conducting over 67,000 business meetings.
During the exhibition, the city, together with the Jeollanamdo Tourism Foundation, held B2B (business-to-business) consultations with about 25 industry and corporate representatives, and held a meeting with the International Congress and Convention Association (ICCA) to discuss market entry and business development strategies for overseas markets.
In addition, the city met with heads and officials from the Frankfurt and London branches of the Korea Tourism Organization and other European branches, where they explained Yeosu's MICE incentive support system and pledged active promotion and cooperation.
A city official stated, "With the global Korean Wave gaining momentum, there was a surge of interest from overseas host buyers," and added, "We will continue to foster MICE as a core industry of Yeosu through strategic marketing targeting various countries."
Meanwhile, Yeosu City plans to accelerate the growth of its MICE industry by hosting a familiarization tour for MICE officials from the Philippines in June and by launching efforts to attract the 'ICRTH (International Conference on Responsible Tourism and Hospitality) 2027.'
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