[Yeosu (South Jeolla Province) = E-Daily Reporter Oh Hee-na ] Opinions have emerged that a single “experience zone” must be established to revitalize marine tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) in major cities along the South Coast, including Yeosu in South Jeolla Province. The call is for the region to adopt a strategy of creating a unified destination by linking products and itineraries—rather than engaging in cutthroat competition on a city-by-city basis—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 South Jeolla Province, domestic and international tourism and MICE experts presented various measures necessary for the South Coast to emerge as a global marine tourism and MICE destination.
In his keynote address, Harry Huang, 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 maritime cultural heritage,” adding, “It should 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 serve as a foundation for increasing visitors’ length of stay and spending, as well as enhancing the sustainability of demand through integration with the MICE sector. He expressed confidence 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 cited Sydney, Australia—which integrates 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 in 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 you apart from other cities.”
There were also calls to move beyond an infrastructure-centric approach—such as facilities—in fostering the MICE industry and instead utilize the region’s natural environment and spaces themselves as event venues. Son Shin-wook, a senior research fellow at the Korea Culture and Tourism 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 given to strengthen collaboration with neighboring cities in a way that suits local conditions, rather than simply benchmarking successful cases. Bang Seol-ah, an associate researcher at the Korea Research Institute for Human Settlements, noted, “To extend the average stay of 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 Mega-Regional Tourism Zone” that connects major South Coast cities such as Yeosu, Tongyeong, Geoje, and Suncheon with their respective resources.