Meeting Trends: Global, Asia and Korea

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Letitia Chapman
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1 Meeting Trends: Global, Asia and Korea Korea Convention Bureau

2 = Contents = MICE? World MICE industry MICE in Korea The role of KTO The challenge and future of Korean MICE industry

3 MICE?

4 What is MICE? Meeting, Incentive Travel, Convention, Exhibition The MICE industry is a very important sector of the tourism industry. There is much evidence to substantiate such claim.

5 The importance of MICE industry Economic Aspect High value-added industry Seamless Industry creating large scale employment High-tech industry introducing the latest technology

6 The importance of MICE industry Socio-cultural Aspect Development of regional culture & further globalization of the region Improvement of city environment & citizenship Strengthening international amity and peace

7 The importance of MICE industry Tourism Aspect Attracting a wealth of tourists Promoting A Country Efficiently, minimizing expenditure MICE delegate could become a future tourist Increases international influence & accelerates nongovernmental diplomacy

8 World MICE Industry

9 Global and Continental Trends in International Meetings Global and Continental Trends in International Meetings( ) Source : UIA, International Meetings Statistics 2007

10 World Meetings Industry: A Breakdown Geographic distribution of international meetings in 2007(by continent) * Total : 10,318 The Americas 19.2% Africa 3.9% Asia 19.9% Australasia/Pacific 3.2% Europe 53.8%

11 World Meetings Industry Decreasing trend in the number of international meetings (UIA) (unit: no. of meetings) meetings 12,376 12,123 11,484 10,443 10,318

12 TOP International Meeting Countries in 2007 (unit: no. of meetings) Republic of Korea is Ranked 15th (268 meetings) USA France Germany Singapore Japan

13 Top 5 International Meeting Countries in Asia in 2007 (top 5,unit: No. of meetings) * Singapore Japan Korea China India (incl. Hong Kong & Macau)

14 Top International Meeting Cities in 2007 Top 10 cities : Europe 6, Asia 3, the Americas ( unit: No. of meetings) Jeju 39 th 0.48% Busan 45 th 0.41% Singapore Paris Vienna Brussels Geneva Barcelona NewYork Tokyo Seoul Seoul Amsterdam

15 Top 11 International Meeting Cities in Asia (Top 11 cities, unit : No.of meetings) 3 rd 10 th 11 th Seoul Jeju Busan

16 MICE in Korea

17 Government s initiatives 1979~ KTO supports hosting Int l Meetings 1996 Enactment of Convention Promotion Law 2003~ Creating Convention specializing body Nominating Convention City : 5 cities Basic Strategy to bring up the convention industry 20 basic schemes

18 Major Meetings in Korea PATA Annual Conference ASTA World Travel Congress 78th Lions Clubs International Convention Asia-Europe (ASEM) Meeting APEC Korea JCI World Congress The 46th Orient & Southeast Asia Lions Forum 17th World Congress on Intelligent Transport Systems

19 Convention Centres in Korea Official openings of convention centres COEX EXCO BEXCO ICC Jeju KINTEX CECO Kim DaeJung Convention Center Daejeon Convention Center Songdo Conventia ( ) Suwon (projected to open after 2009)

20 Convention and Visitors Bureaus in Korea Korea Convention Bureau Busan CVB Jeju CVB KCA Daegu CVB Seoul CVB Daejeon CVB Gwangju CVB Renamed Seoul Tourism Organization in 2008

21 International Meetings in Korea Ranking & Number of Meetings

Tigers of the Decade (1998-2007) and Korea Countries with greater than 50%

22 Tigers of the Decade ( ) and Korea Countries with greater than 50% growth in international meetings Source : UIA, International Meetings Statistics 2007

23 Seoul in the World [ranking] <Seoul> <Korea> ( 순위 )

24 Seoul in Asia [ranking] <Seoul> <Korea> ( 순위 )

25 Evaluation of the MICE Industry in Korea Development of MICE industry in local cities Expansion & improvement of regional CVB & convention centers/facilities Appointment of convention sites: 5 cities including Seoul, Busan, among others. Remarkable advances made by Busan & Jeju

26 Evaluation of the MICE Industry in Korea Development of the MICE industry in regional cities 4 Increase in the number of international meetings held in regional cities % % % % 46% 53 % 54% 51% 46 % <Regional cities> <Seoul>

27 The role of KTO

Structure of Korean MICE Industry & KTO Int l Association DMC High quality service PR/MKT activities Global company PR MKT Plann -ing KTO Train -ing Bidding & hosting support Government

28 Structure of Korean MICE Industry & KTO Int l Association DMC High quality service PR/MKT activities Global company PR MKT Plann -ing KTO Train -ing Bidding & hosting support Government Administrative assistance Global PCO PR Management assistance Regional CVB Sales support infrastructure Convention Center Market Research Bidding& hosting support Control & Coop Hosting Org. HOTEL PCO Reservation

29 MICE industry promotion support MICE support system Bidding support Int l promotion support Hosting event support Marketing Activities Global MICE trade shows, Overseas roadshow, PR & ADs, FAM tours for MICE Media & related VIPs Publishing brochures & PR materials Fostering MICE fundamentals Organizing KCF, Research studies, Int l cooperation, Training courses for the MICE professionals MICE related DB R&D, On-line information system, Statistic report Conventions in Korea, Convention calendar

Budget Estimation Advisory Work Development facilitation support Inspection Planning,

30 Bidding Support Process : Local Bidding Committee Planning Letter of Intent Formal Proposal Site Inspection Canvassing Final Presentation Success of Bidding Feasibility Analysis, Budget Estimation Advisory Work Development facilitation support Inspection Planning, On-site Support Providing Promotional Materials Supporting Presentation Preparation Support Planning : KTO

Event Support Process : Local Host Committee Organizing Host Committee Master Planning Overseas Promotional Activities Action Planning PR & Arrangement Execution Reporting Participation in Host

31 Event Support Process : Local Host Committee Organizing Host Committee Master Planning Overseas Promotional Activities Action Planning PR & Arrangement Execution Reporting Participation in Host Committee Supporting Master Planning Supportive activities for Overseas Promotion, Coordination on Room Blocking Financial Support ( Printings, souvenirs, Performances, Tour Programs) Impact Analysis (Participants, expenditures) : KTO

32 The challenge & future of Korean MICE industry

33 Challenges for Korean MICE industry Will Korea keep up or lag behind? What is required in order to improve efficiency?. Alliances with neighboring countries. Making the MICE industry of top priority

34 SWOT analysis on Korean MICE industry Strength Accessibility Hi- technology Strong will of Government Weakness Lack of MICE experts Lack of price competitiveness du to the high prices Negative impression caused by North Korea M I C E G Opportunities Expansion of Corporate meeting market Increase economic exchange Economic growth in Asia ((China, India) Threats Increased competitiveness in Asia Increased use of Video conferencing & virtual meeting Over-supplied domestic convention infrastructure

35 Factors to be Improved Lack of promotion strategy & arbitrative role Lack of professional human resources Lack of overseas positioning as a MICE destination Relatively high prices

36 Goals & Expected Impacts - Total # of MICE delegates Types of event Int l Meetings Incentive groups Corporate meetings ,177 98, , , , , , , , ,000 60,000 80,000 Total , , ,217 Economic impact (mill. KRW) * Average spediture per MICE delegate : $2, ,045 1,053,501 1,381,380

37 Korean MICE industry in 10 years 1. Reaching G Vitalization of regional cities 3. Improvement of MICE infrastructure 4. Increased rate of foreign participants 5. MICE pushing tourism industry growth

38 Plans for the Korean MICE 2018 MICE Visitors & Economic Impact 1,200,000 2,500,000 1,000,000 2,000,000 People 800, , ,000 1,500,000 1,000,000 Million(won) Corporate Meeting Incentive Travel Meetings 200, ,000 0 Total Economic Impact Year

39 Sustainable strategy 1. Excavating MICE events with more than 1,000 foreign participants 2. Stronger action in inviting MICE events 3. Continuous effort on firming foundation MICE information System Overseas marketing Activities Fostering MICE experts Developing infrastructure Globalization of PCOs Improving related policies

40 Yuna s Success Story She was fully aware of First, What her strengths are (Core Competence) Second, What she needs to be equipped with (Requirement) Third, How & what she needs to prepare (Strategic Planning) To leverage what she has been given & overcome the obstacles!

41 감사합니다. Thank 감사합니다 you.

CRITERION COMMUNICATIONS INC.

Convention Centre Credentials Rod Cameron, President Rod Cameron is President of Criterion Communications Inc., a strategic management and marketing consultancy based in Vancouver, Canada with an extensive