KTO secures large-scale corporate event for 2027

(KTO)

The Korea Tourism Organization has secured Amway China Co.’s large-scale corporate meeting, which will be held in South Korea in 2027.

According to the KTO, the event will bring 14,000 Amway China members and employees to Korea for a corporate meeting combined with an incentive tour.

Amway China last held a corporate meeting in Korea in 2014, marking a 13-year gap before selecting the country again as a destination for an incentive-linked corporate event. The company had initially planned to hold the event in Japan but scrapped the plan amid a recent deterioration in China-Japan relations.

The event will run for two weeks in the spring of 2027 and is expected to generate an economic impact of about 77 billion won ($52 million), the tourism body said.

To secure the event, the KTO held a presentation in Shanghai in February last year, highlighting Korea’s meetings, incentives, conferences, and exhibitions (MICE) infrastructure suited for large-scale corporate meetings.

Earlier this month, the organization also hosted an Amway inspection delegation for a week, presenting customized corporate support policies and case studies of global companies visiting Korea, ultimately clinching the deal.

Group incentive travel, including corporate meetings, generates about 1.83 times higher per-capita spending than general group tours, according to industry data. Such events are also seen as having a strong spillover effect on local economies through regional visits and experiential programs.

“The deal reaffirms the competitiveness of Korea-style MICE tourism,” said an official from the tourism body. “We will step up efforts to attract large groups through strategic support tailored to corporate needs and customized content for participants.”