Busan Holds First Beijing MICE Roadshow Since 2015
Busan City and the Busan Tourism Organization will hold the ‘2026 Busan Standalone Overseas MICE Roadshow’ in Beijing, China, from August 25 to 28.The event was organized to proactively identify MICE demand from Chinese companies, expand local networks, and connect those efforts to the actual attrac
Busan City and the Busan Tourism Organization are set to host the inaugural '2026 Busan Standalone Overseas MICE Roadshow' in Beijing, China, from August 25 to 28. The roadshow aims to identify MICE demand from Chinese companies, strengthen local networks, and facilitate the eventual attraction of events to Busan. This marks the first time such an event has taken place in Beijing since 2015.
Fifteen MICE-related companies from Busan, comprising major local hotels and travel agencies, will participate in the roadshow. They intend to showcase Busan's MICE infrastructure and tourism content to around 80 local buyers while also providing customized attraction consultations for each participating company. The organizers aim to intensively promote Busan's unique hosting capabilities, particularly its natural environment where the sea and city converge.
In addition to consultations, the roadshow will feature 'sales calls' to proactively approach potential buyers. The strategy includes targeting large outbound travel operators and online travel agencies (OTAs) in China to maximize the practical impact of attracting tourists. Beijing, with a population of 21 million, is a megacity and the center of Chinese business, hosting the headquarters of 49 of the Fortune Global 500 companies.
It is considered a core hub for MICE attraction activities, with 13 direct flights per week connecting it to Busan.
The roadshow comes in the wake of recent developments that bode well for Busan's incentive tourism sector. China, which had previously been the largest market for Busan's incentive tourism, recently implemented a visa-free policy for Chinese group tourists. Additionally, the increased arrival of China-originating cruise ships at Busan Port further enhances the city's prospects for attracting large-scale incentive tourists.
Busan's Tourism and MICE Bureau Director, Na Yun-bin, emphasized their commitment to identifying diverse MICE demands from Chinese companies and ensuring these efforts translate into tangible outcomes in attracting events to Busan.
Written by urgent.news from BusinessKorea's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
