Busan to Host "2025 Busan MICE Roadshow" in Shanghai
Leveraging China’s Temporary Visa-Free Policy for Group Tourists
Busan Metropolitan City and the Busan Tourism Organization are launching MICE (Meetings, Incentives, Conventions, and Exhibitions) marketing initiatives, taking advantage of China’s temporary visa-free entry policy for group tourists.
On August 31, Busan City announced that it will conduct large-scale MICE marketing activities in Shanghai, aligning with China’s visa-free policy for group tourists. This marks the first large-scale event held locally in China since the COVID-19 pandemic and is the first Shanghai roadshow in 11 years since 2014.
The Busan Metropolitan City and the Busan Tourism Organization will host the "2025 Busan MICE Roadshow" in Shanghai, China, from September 1 to 3. The event aims to highlight the competitiveness and appeal of Busan’s MICE industry and to expand exchanges with the Chinese MICE market.
More than 100 representatives from major Shanghai companies and the travel industry will attend the roadshow, which will feature a "Consultation Meeting with Busan MICE Companies" and a "Busan MICE City Promotion Session." Ten leading Busan companies, including hotels and travel agencies, will participate jointly to attract MICE events tailored to the Chinese market.
The Busan delegation expects tangible results, including attracting incentive group tourists numbering in the hundreds and creating new networks with multinational corporations.
During the event, the city, the tourism organization, and participating companies will conduct sales calls targeting major local travel agencies and online travel agencies (OTAs) in Shanghai, strengthening direct marketing efforts. This is expected to lead to the attraction of actual MICE events and group tourists in the future.
Shanghai, with a population of 25 million, is China’s largest economic city and a global business hub, home to the headquarters of 12 Fortune Global 500 companies. With direct flights connecting Busan and Shanghai, the city is considered an ideal location for expanding exchanges.
Kim Hyunjae, Director General of Tourism and MICE at Busan Metropolitan City, stated, "Through this roadshow in Shanghai, the first since COVID-19, we aim to further elevate Busan’s status as a ‘global MICE city’ within China." He added, "We will actively attract Chinese group tourists in line with the government’s visa-free policy and further expand exchanges between the two cities."
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