[Yeosu (Gwangju, South Jeolla Province) = E-Daily Reporter Oh Hee-na ] Opinions have been raised that to revitalize marine tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) in major South Coast cities such as Gwangju and Yeosu in South Jeolla Province, a single “experience zone” must be established. The call is for the region to adopt a strategy of creating a unified destination by linking products and itineraries—rather than engaging in a “every man for himself” style of competition—to increase visitors’ length of stay and spending.
At the “South Coast Marine Tourism and MICE Cities Forum” held on the 10th at the Yeosu Expo Convention Center in Gwangju, South Jeolla Province, domestic and international tourism and MICE experts presented various measures needed for the South Coast to emerge as a global marine tourism and MICE destination.
In his keynote address, Harry Hwang, Director of the Asia-Pacific Region at the United Nations World Tourism Organization (UNWTO), advised, “Yeosu has the potential to be a destination offering diverse experiences, including islands, coastal villages, nature, history, cuisine, and marine cultural heritage,” adding, “It must become a city that offers a variety of tourism experiences, rather than simply being a coastal city that visitors pass through.”
Director Hwang emphasized the need to evolve the concept of marine tourism into a “Blue Destination Economy.” He also urged that this concept be used as a foundation to increase visitors’ length of stay and spending, and to enhance the sustainability of demand through integration with the MICE sector. He expressed hope that Yeosu could strengthen its image and identity as a marine tourism and MICE city by focusing on the pillars of “islands, nature, and history,” “marine lifestyle and experiences,” and “marine knowledge and industry.”
Professor Joseph M. Cheer of Western Sydney University presented Sydney, Australia—which has linked its marine resources and infrastructure with the MICE industry—as a benchmark case. Professor Cheer advised, “One of the decisive factors that elevated Sydney to one of the top three MICE cities representing the Asia-Pacific region is its excellent accessibility to ‘blue spaces’ such as harbors, coastlines, rivers, and the ocean,” adding, “Consider what single symbol sets your city apart from others.”
There were also calls to move beyond an infrastructure-centered approach—such as facilities—and instead utilize the region’s natural environment and the space itself as event venues when fostering the MICE industry. Son Shin-wook, an associate researcher at the Korea Culture and Tourism Research Institute, said, “It is also a good strategy to differentiate yourself by creating ‘marine MICE content’ that connects ships, islands, and coastlines, capitalizing on the unique characteristics of coastal cities, such as the ocean and islands.”
Advice was also offered to strengthen ties with neighboring cities in accordance with local conditions, rather than simply benchmarking successful cases. Bang Seol-ah, an associate researcher at the Korea Research Institute for Human Settlements, said, “To extend the average length of stay for visitors to the South Coast—which is currently three days—it is essential to expand travel routes on a broader regional scale through inter-regional collaboration,” and proposed establishing a “South Coast Super-Regional Tourism Zone” that connects major South Coast cities such as Yeosu, Tongyeong, Geoje, and Suncheon with their respective resources.