Busan launches MICE roadshow in Beijing to attract Chinese business events

Busan Metropolitan City and the Busan Tourism Organization have launched the ‘2026 Busan Solo Overseas MICE Roadshow’ in Beijing. This marks the city's first solo roadshow in China in 11 years, aimed at revitalizing the MICE (Meetings, Incentives, Conferences, and Exhibitions) market and attracting Chinese corporate travelers.

Participating in the event from August 25 to 28, 15 local companies, including hotels and travel agencies, are conducting business meetings with approximately 80 local buyers. The initiative focuses on promoting Busan's infrastructure, international convention facilities, and tourism content to secure large-scale corporate meetings and incentive tourism.

The roadshow is a strategic response to recent developments, including visa-free policies for Chinese group tourists and the expansion of Chinese cruise ships docking at Busan Port. Officials aim to leverage Beijing's status as a global business hub to establish long-term networks and convert potential demand into actual visits and events in Busan.