Establishing a Virtuous Cycle for MICE:
Shuttle Bus Operation and Promotional Events Linked to International Conferences
Goyang Special City in Gyeonggi Province (Mayor Lee Donghwan) is emerging as a leading global MICE industry city through the development project of the Global Convention Complex Goyang (GCC Goyang).
Goyang Special City is emerging as a leading global MICE industry city through the development project of the Global Convention Complex District (GCC Goyang). Photo by Goyang Special City
The city’s strategy is to organically connect exhibition and convention facilities centered around KINTEX with local resources, aiming to enhance visitor convenience and stimulate the local economy at the same time.
Recently, a variety of initiatives have been gaining momentum, ranging from the operation of shuttle buses and the introduction of a new guidance system within the international convention complex, to events linked with large-scale gatherings.
One notable initiative is the "2025 Goyang MICE Shuttle Bus Operation." From September to November, the shuttle bus will run every Tuesday to Sunday, from 11 a.m. to 2 p.m., at 20-minute intervals, circulating between KINTEX Exhibition Halls 1 and 2, GTX-A KINTEX Station, Sono Calm Goyang, One Mount, and Hyundai Department Store. The introduction of this shuttle bus is expected to not only reduce the travel burden for visitors but also create synergy with nearby shopping and accommodation facilities.
Goyang City has also completed the installation of comprehensive information boards and directional signs throughout the international convention complex area. This strategy aims to improve visitor mobility by accurately conveying information about the clustered facilities, while effectively promoting the unique features and roles of each facility.
With the addition of these comprehensive information boards and directional signs to the existing smart signage system, visitors are expected to experience an integrated guidance system that combines digital information with physical directions.
The most intriguing aspect is the cluster facility-linked events. Last month, Goyang City and the international convention cluster (GCC Goyang) hosted the "GDW Networking Party" at One Mount, facilitating active exchanges between international conference participants and cluster facility representatives.
Going forward, the city plans to expand promotional and networking events linked to large-scale gatherings such as "ADEX 2025" and "Content Universe Korea 2025," creating a virtuous cycle that attracts more international conference participants and increases the utilization of cluster facilities.
The city has set a goal to grow into Asia’s leading MICE cluster by connecting the third KINTEX exhibition hall, scheduled for completion in 2028, with the existing complex district.
Lee Donghwan, Mayor of Goyang Special City, emphasized, "Through the international convention complex project, we will strengthen the competitiveness of the international conference industry and do our utmost to deliver tangible results to the local commercial sector and industrial ecosystem."
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