[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 using fragmented 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 address 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 ‘new ways’ that generate socio-economic impacts, such as building global networks, attracting investment, and innovating the industrial ecosystem.”
Hosted by Goyang Special 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, culminating in the 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, approximately 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 scope and value. He argued that while MICE has historically been viewed as a “thin, small arrow” aimed at achieving goals such as 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 means of attracting visitors to a platform connecting 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 help various companies achieve their business objectives and goals. Thomas Rizer, Chair of the Advisory Group at the International Congress and Convention Association (ICCA), emphasized, “Even regarding the core functions of a CVB, such as attracting events and providing hosting support, it must not remain merely 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 frequently 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 showing 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’s purpose and 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 solely by international conferences hosted by associations and organizations worldwide 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 collaboration 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 performance measurement and evaluation. Professor Park Hyo-yeon of Chonnam National University emphasized, “There are still many cases where nothing is left behind for the local community, and the relevant industry or sector is consumed in the short term without accumulating knowledge, information, or networks,” adding, “Legacy is not something that remains after the event ends; it is the very competitiveness of the destination itself.” 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—cannot 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 stop referring to convention planning organizations (PCOs) and venue and service companies as mere suppliers and instead call them ‘solution partners.’”