How significant was the UIA ranking for Seoul?
Very significant. Our initial target was to achieve it by 2015 and we managed to get there five years ahead of schedule. Such rankings provide validation for our work and strengthens our credibility as a serious contender for major MICE events. It also helps us communicate to the government on the importance of growing the MICE industry in Seoul.
How does Seoul Convention Bureau (SCB) plan to help Seoul retain its high UIA ranking?
It will take a lot of hard work. SCB wants to drive knowledge transfer to Seoul and is taking steps to see what the emerging industries are, so we can have the adequate resources available to meet the needs of the industries. We set up a bidding clinic so we can work with groups and help them with language and research when they are putting together a complete bid.
We are also re-evaluating our criteria so we take a more comprehensive account of the meetings that take place in Seoul, such as those held in universities. When I went to Frankfurt for Imex, I took along a council representative to show him how established the MICE industry is in Europe and its growth potential in Asia, as well as the increased competition from markets across the region.
What are some of SCB’s recent wins?
The 94th General Session & Exhibition of the International Association for Dental Research takes place in June 2016, which will attract 6,000 delegates.
How did Seoul Tourism Organization contribute to Seoul’s new UIA ranking?
To name a few – we launched aggressive overseas marketing campaigns, established the Seoul MICE Alliance and offered one-stop bidding support. Also, we personalised the city by making our staff the face of Seoul and accessible to event planners.