Busan on the hunt for MICE with new airport, facilities

Busan aims to become a leader in MICE-hosting with investments into a new airport and other enhancements to global draw events.

Bexco, Busan's convention center in Haeundae District [BUSAN METROPOLITAN GOVERNMENT]

[CHASING MICE]

Busan, Korea's largest port city, aims to host more international meetings in the coming years as global accessibility is set to soar with a new airport scheduled to open in five years.

This year, the city will host the fifth and final meeting of the United Nations Environment Programme's Intergovernmental Negotiating Committee on plastic pollution from Nov. 25 to Dec. 1, expected to draw some 3,000 people from 170 countries to its convention center, Bexco. The UN gathering will be preceded by the Singapore Herbalife reward tourism event from Oct. 7 through 13 that is also set to welcome 3,000 people from 13 countries.

Located in the city’s Haeundae District, Bexco is a central feature of a so-called MICE zone dubbed "Haevenue." MICE — an acronym for meetings, incentives, conventions and exhibitions — is a type of tourism that brings together large groups for professional events that is sometimes also called the "business events industry."

Visitors look around a coffee booth set at the World of Coffee trade show held at Bexco on May 1, which welcomed around 250 companies from 70 countries. [NEWS1]

The city designated the Haevenue zone in 2020, where facilities such as hotels and department stores are within five kilometers of Bexco. The MICE area is home to five hotels, including Paradise Hotel and Signiel, two department stores and Busan Cinema Center's Haneulyeon Theater.

“The area around Bexco boasts great accessibility between facilities, allowing MICE tourists to sleep, eat and work in the neighborhood,” Jeon Pil-gun, leader of the city government’s tourism and MICE team, said.

A rendering of Bexco's third exhibition center [BUSAN METROPOLITAN GOVERNMENT]

Bexco currently has two exhibition centers spanning a total of 46,000 square meters (495,000 square feet). It is expecting to open a third exhibition center, which the municipal government says is much needed, by 2028. Around 201.7 billion won ($147.8 million) from the city’s budget will be spent to develop the 24,150-square-meter area. The three centers are all located within walking distance of each other, according to the city.

Jeon added that Busan has been focusing on becoming the premier MICE destination in the country on the back of significant experience hosting global events over the years.

Notably, Bexco hosted the Asia-Pacific Economic Community (APEC) summit in 2005, drawing economic leaders from 21 member countries.

The Nurimaru APEC House in Busan's Haeundae District [BUSAN METROPOLITAN GOVERNMENT]

The Nurimaru APEC House, constructed for the 2005 summit, remains a key venue in Haevenue. Last November, the Korea-China-Japan trilateral foreign ministers’ meeting, held for the first time in four years, took place at the site. This year, the city plans to utilize the three-story house for more occasions, including VIP events and special concerts.

Another large convention center is also expected to be built by 2032 in western Busan as part of the city's further efforts to enhance the MICE industry in the area.

A three-way foreign ministerial meeting between Korea, Japan and China was held in a conference room of the Nurimaru APEC House Busan, on Nov. 26, 2023. [NEWS1]

Beyond conventional MICE sites, the city has been selecting “unique venues” — places other than convention centers and hotels suitable for MICE — like large cafes and leisure facilities capable of holding international events.

Busan X the Sky, an observatory located in Haeundae, and P.ark, a multicultural space in Yeongdo District, were included among 52 unique venues selected by the Korea Tourism Organization last year. The city has also separately designated a total of 23 unique venues through last year, including the water park Club D Oasis and jazz bar Chess 154.

P.ark, a cultural complex in Busan, was designated as one of 52 ″unique venues″ by the Korea Tourism Organization, which compiled a list of spaces other than convention centers and hotels suitable for MICE. [BUSAN TOURISM ORGANIZATION]

“We also hope to host a major MICE event that coincides with the opening of the new airport on Busan’s Gadeok Island,” Jeon said.

The new airport, expected to open as early as December 2029, will transform the city into a "tri-port," integrating logistics, cargo and airlines.

A new airport on Busan's Gadeok Island, shown in a rendering provided by the Land Ministry, is set to open as early as December 2029. [MINISTRY OF LAND, INFRASTRUCTURE AND TRANSPORT]

Currently, while there are numerous flight routes connecting most Asian countries to the local Gimhae International Airport, visitors arriving through Incheon or Gimpo International Airport must transfer to another flight or take the KTX bullet train to reach Busan. The Gadeok airport aims to resolve this issue by enhancing the city’s accessibility for overseas travelers.

This year, the city has increased its investment in MICE tourism, raising its budget by 650 million won from the previous year to a total of 76.9 billion won. Among the new initiatives are subsidies for employees and companies in the MICE industry, offering 3 million won to employees with over a year of service and 1.2 million won for companies that have hired such employees. Busan will also support job-seekers by providing opportunities for short-term positions in the MICE sector.

“Boosting the MICE industry in Busan is essential, as those who visit the city through such events contribute significantly more to the local economy compared to general tourists,” Jeon said. “They often bring their families on subsequent visits, creating additional economic benefits."

BY CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]