Andong Activates MICE Strategy Brain... Expanding the Playing Field for Convention City Competitiveness

Launch of 5-Member Expert Policy Advisory Committee and First Meeting Held
In-Depth Discussions on Attraction Strategies and Solutions for Maximizing Center Utilization

Andong City has established a policy advisory system to strengthen the competitiveness of the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry and has begun earnestly moving forward to emerge as a convention city.

Andong City and the Andong Convention Bureau announced on the 25th that they had formed the "2026 Andong MICE Policy Advisory Committee" and held the first advisory meeting along with an official appointment ceremony. The launch of this advisory committee is intended to systematically establish a regionally specialized MICE strategy and to reinforce the foundation for attracting international events.

Andong City Hall, Kwon Byunggeon, Reporter

The advisory committee is composed of five experts representing academia and industry. Professor Seo Byeongro of Konkuk University serves as chair, and Professor Yoon Younghye of Dongduk Women’s University, Secretary General Ha Hongguk of the Korea MICE Association, CEO Kang Doyong of Router Consulting, and Professor Jeong Nakhyeon of the National Kyungpook University are participating as members.

Going forward, the committee will provide advice and propose implementation plans on Andong City’s overall MICE policies, including strategies for attracting MICE events, the development of new incentive policies, revitalization of the operation of the Andong International Convention Center, and the creation of specialized content linked to local cultural and tourism resources.

At the first advisory meeting held that day at the Andong International Convention Center, participants engaged in in-depth discussions on key MICE industry initiatives for 2026, measures to expand stay-type events, and the establishment of an Andong-style MICE model that reflects local identity. In particular, securing content competitiveness by combining traditional culture with tourism resources and strengthening the role of Andong as a MICE hub in the northern region were presented as major tasks.

Nam Sangho, Secretary General of the Korea Institute of Spiritual Culture, said, "We expect to enhance the completeness of our policies based on the experience and expertise of specialists in each field," adding, "We will concentrate our administrative capabilities so that Andong can establish itself as a leading MICE hub city representing not only the northern Gyeongbuk region but all of Korea."

Locally, expectations are high that the launch of this advisory committee will serve as an opportunity to strengthen content competitiveness and improve event-attraction capabilities, which have been in demand since the opening of the Andong International Convention Center. The expansion of the MICE industry is expected to lead to an increase in stay-type tourists and the revitalization of local commercial districts, thereby having a positive ripple effect on the regional economy.