The city of Seoul and the Seoul Tourism Organization held their first-ever U.K. roadshow on Monday, July 12 to promote the city as a key meetings industry destination. The event also highlighted the increasing popularity of Korean cuisine and Seoul’s rising profile as an innovator of design.The gala presentation, entitled “A Unique Blend of Korean Taste and Style”, was held at the Riverbank Park Plaza Hotel, overlooking the Thames River. Approximately 200 representatives of key British organizations and global corporations attended along with various dignitaries and members of the media.
Representatives from the Seoul Tourism Organization and the city’s major meetings venues spotlighted the city’s MICE capabilities, professional services and support programs that have transformed Seoul into an international business center. Attendees had the opportunity to conduct individual consultations with industry professionals to explore various options available for the successful hosting of meetings, events and exhibitions in Seoul.
The event included speeches by Elling Hamso, Managing Partner of the Event ROI Institute, and Martin Lewis, Managing Editor of CAT Publications, describing their firsthand experience with successful MICE events in Seoul.
The roadshow also featured a reception and a dinner where attendees had the opportunity to savor Korean-inspired gourmet cuisine prepared by chefs who flew in from Seoul, as well as traditional Korean liquor and tea.
Other highlights include a performance by electric violin sensation Sue Son and a fashion show focusing on hanbok, traditional Korean clothing. The hanbok were displayed by models from various countries as well as several VIPs, who made a surprise appearance on the catwalk during the finale. There was also a prize draw for a free trip to Seoul.
Speaking of the event, Nick Cutmore, Secretary General of the International Maritime Pilots’ Association, said, “All the entertainment was enjoyable and I have to put my hands up immediately and say that my organization is already committed to our 2016 conference in Seoul. Your event has strengthened my enthusiasm and reassured me that you will be able to host an event which is memorable and easily comparable to any other venue.”
Charles Robinson, Global Head of Alternatives Distribution for HSBC Global Asset Management, said, “I hope the event further elevates the profile of Seoul.” He added, “The city is boldly positioning itself for conference related business.
Brian Morris, Managing Director of Crescent Associates said, “Congratulations on organizing an absolutely first class event. You should all be very proud, it was excellent. Wonderful entertainment, super fashion show and a delicious dinner, Your hospitality, generosity and charm was enormously appreciated.” He added that he was impressed by what he learned about the MICE opportunities in Seoul.
The London show was the second such promotional program by the Seoul Tourism Organization in Europe in two months, following one that successfully took place in Brussels on May 28. Seoul is endeavoring to expand its presence in Europe, where the MICE industry accounts for over 2% of each country’s GDP.
