The MICE (Meetings, Incentives, Conferencing & Exhibitions) industry had its very existence threatened in the ecosystem due to the global COVID-19 pandemic. Events were postponed indefinitely, and eventually canceled. The domestic MICE industry endured the difficulties thanks to government subsidy and cost reduction through unpaid leave and decrease in working hours, etc. The MICE Industry overcame a period of global crisis thanks to the various kinds of support from the government and by providing differentiated branding strategies, and the industry prepared to face the Post-COVID-19 Era.

What efforts were made by the MICE industry in preparation for the Post-COVID-19 Era? As Korea is a global leader in IT, outstanding IT infrastructure and cutting-edge technologies were converged to prepare for the recovery of the MICE industry. Through these efforts, eco-friendly MICE is now possible through meeting technology and Smart devices, etc., with the success of K-Quarantine enabling safe events in preparation for the Post-COVID-19 Era. 

The changes in the MICE industry converged with IT technology for the Post-COVID-19 Era can be introduced through 2 keywords. 

The first keyword is empowering “Videoconference.” It refers to holding a conference in real time between the participants via online. In the Post-COVID-19 Era, conferences are not just able to exchange opinions, but knowledge is developed into contents and utilized as data for the future to become the conference that can be utilized continuously. One of the main applications used for videoconference is “Zoom,” and there are various videoconference platforms; it is relatively easy to develop a platform, so the videoconference platform is selected depending on the characteristic of the event. In addition, YouTube is used more and more for videoconferences and is now an essential factor for marketing in the MICE industry. 

The second keyword is “Contact in Contactless.” It refers to enabling contact in the period of contactless. Event halls and exhibitions have a large number of floating population performing active business activities, with the registration and information desk as the major contact point. Here, robots are replacing people to provide a guide, and the kiosk is performing the registration, etc. For the quarantine process, there are Smart devices that measure the body temperature and perform sterilization. In addition, hologram technology is applied. As it is difficult to travel between countries due to COVID-19, it is unimaginable to invite guest speakers from overseas. Accordingly, guest speakers can be invited through hologram as if the guest speaker is providing the speech from the actual space in the event. It is currently difficult to realize the hologram technology for wide use due to issues of technology readiness and high cost, but hologram will become the core technology in leading the MICE industry in the Post-COVID-19 Era through technological development.

Korea expects the quick recovery of the MICE industry thanks to the success of the K-Quarantine process. The MICE industry in the Post-COVID-19 Era is converting into a hybrid industry where online & offline are converged and various IT technologies are integrated. This is generally referred to as the ‘New Normal’.

Korean hosting agencies are introducing the videoconference system at the counseling centers in accordance with the MICE for the New Normal, with a detailed large-scale quarantine system established. In addition, conference rooms are being constructed by adopting AR and VR technologies, and overseas exhibitions are being attracted actively.

On March 9, 2021, the Gyeonggi Tourism Organization announced the ‘2021 Gyeonggi-do Support Project for Attracting & Holding MICE Events’ and succeeded in attracting large-scale ‘Post COVID-19’ conferences planned for next year.

On the 22nd, too, the Gyeonggi Tourism Organization signed an MOU on holding the “2022 East Asia Veterinarian Conference,” an annual international conference held in Korea, Taiwan, and Japan, and the annual “International Congress of ORL-HNS 2022~2023” to be participated in by over 2,000 domestic and foreign medical specialists. These conferences will be held at the Suwon Convention Center and KINTEX in Goyang. 

The Gyeonggi Tourism Organization is continuing leading efforts in the recovery of the MICE industry by attracting events with large ripple effect on the regional economy and in promoting an economic boom in the Gyeonggi region. We look forward to your continuing interest and support.