[Goyang (Gyeonggi) = E-Daily Reporter LEE SEON-WOO ] “Securing ‘mega impacts’ is more important than hosting ‘mega events.’”
At the recently concluded “2026 Goyang Destination Week,” domestic and international experts emphasized that the era of explaining the necessity of hosting international events solely through narrow indicators—such as event scale, length of stay, and spending—is over. They explained that the industrial value of the MICE industry should not be judged solely by return on investment (ROI) or key performance indicators (KPIs) relative to the budget allocated.
Gary Grimmer, Chairman of the global consulting firm Gaining Edge, who delivered the keynote speech at the event, stressed, “We must move away from the ‘Old Ways’ of judging performance based on simple metrics.” He went on to urge, “Redefine the role of MICE as a tool for creating value through the ‘New Ways’—such as building global networks, attracting investment, and innovating the industry ecosystem—that generate socio-economic impacts.”
Hosted by Goyang Special Self-Governing City and organized by the Goyang International Expo Foundation, this international conference is now in its ninth year. It is the first and only event in Asia themed around MICE destinations (cities). Over four days starting on the 26th of last month, the event featured talk shows, roundtables, and workshops, along with its main program, the “International Destination Competitiveness Forum.” At the lecture and discussion venue set up at the Goyang Flower Exhibition Hall in Goyang Ilsan Lake Park, over 40 experts participated in 34 lectures and discussions on the theme of “MICE Legacy.”

◇The Functions and Roles of Convention Bureaus Must Be Expanded
Chairman Grimmer proposed the “Big Arrow” strategy as a solution for redefining the MICE industry’s purpose and value. He argued that while MICE has historically been viewed as a “thin, small arrow” aimed at achieving the goals of increasing visitor numbers, spending, and tax revenue, it should now be seen as a “thick, large arrow” capable of generating powerful impacts—such as attracting global talent, building networks, facilitating the exchange of information, knowledge, experience, and know-how, and expanding investment and cooperation. Chairman Greimer explained, “The key is to expand the value and utility of MICE to position it as a strategic partner and investment target that drives change and innovation across social, economic, cultural, and environmental spheres.”
He argued that to broaden the utility of MICE from a mere means of attracting visitors to a platform that connects industries, talent, and investment, the functions of “Convention Bureaus” (CVBs) must be expanded. He argued that CVBs must function as “comprehensive support organizations” that assist the government and local authorities with their policies, as well as various companies in their business activities and goal achievement. Thomas Rizer, Chair of the Advisory Group at the International Congress and Convention Association (ICCA), emphasized, “Even regarding the core functions of CVBs, such as attracting and supporting events, they must not remain merely in the role of a ‘vendor’ that provides services and receives payment.”

This underscores the need to utilize CVBs as agents and partners that drive transformation by continuously identifying new impacts necessary for the growth of the nation, cities, and industries. This is a point worth reflecting on in Korea, where discussions about reducing financial inefficiency often lead to proposals for downsizing or consolidating CVB organizations and functions. Chairman Grimmer stated, “Recently, as CVBs in various countries and cities have been absorbed into government and local government organizations, they are exhibiting signs of ‘bureaucratization,’ losing their expertise as sales and marketing organizations,” and urged, “We must expand the functions and roles of CVBs by redefining the MICE industry and its value.”
He highlighted “associations and organizations” as the key entities capable of transforming the social and economic impact generated by event hosting at the national and city levels into a long-term legacy. He noted that the operational objectives and direction of associations and organizations—which possess representativeness and organizational strength in specific fields and industries—align with the MICE industry’s goals of knowledge-based growth and expanding social and economic impact. Wikin Wong, Head of the ICCA Asia-Pacific Chapter, noted, “As of 2025, the economic impact generated by international conferences hosted by associations and organizations worldwide alone amounts to $13.6 billion (approximately 19 trillion won),” and He emphasized, “International conferences hosted by international associations and organizations, which leave long-term benefits for host countries and cities, should be viewed not merely as events, but as opportunities to expand knowledge, industrial ecosystems, and talent networks.”

◇Building a ‘Talent Belt’ Through Industrial Collaboration
A solution was also proposed to build a “talent belt” by expanding industry-academia cooperation with local universities to ensure the long-term sustainability and maximization of MICE legacies. The argument is that the blueprint for the legacy should be drawn up from the early stages of policy or plan formulation, and that the utilization of local talent should be used as an indicator in measuring and evaluating outcomes. Professor Park Hyo-jin of Chonnam National University emphasized, “There are still many cases where nothing is left behind for the local community, and the relevant industry fails to accumulate knowledge, information, or networks, resulting in short-term consumption,” adding, “Legacy is not something that remains after the event ends; it is the very essence of a destination’s competitiveness.” She explained that the question “Why are we hosting this event?” must lead to the answer “What will we leave behind after the event?”
There were also calls to replace the term “MICE industry” with “business events.” The reasoning is that the acronym—derived from the first letters of Meetings, Incentive Tours, Conventions, and Exhibitions—fails to fully capture the breadth and importance of the MICE industry. During the final panel discussion of the event on the 28th, Chairman Grimmer argued, “‘Business events’ is a term that more intuitively expresses and conveys the characteristics of the industry than ‘MICE,’” adding, “We should also refer to professional convention organizers (PCOs) and venue and service companies not as mere suppliers but as ‘solution partners.’”