[Edaily Reporter Kim Una ] The Japan National Tourism Organization (JNTO)’s “Incentive Travel Consultation Fair” was held on the 17th at the Koreana Hotel in Jung-gu, Seoul. Approximately 60 representatives from 25 organizations and companies—including Japanese local governments, convention bureaus, and hotels—visited Seoul to attract incentive travelers from Korean companies. They held one-on-one consultations with representatives from the Korean travel industry and actively promoted their regions’ tourism resources and support benefits.
An official from

stated, “As interest in the Korean incentive travel market has grown, we converted the consultation event—which had previously been held on a small scale and behind closed doors—into a public event for the first time this year,” adding, “The number of Japanese companies that applied to participate also nearly doubled, rising from about 40 last year to about 70 this year.”

Overseas tourism boards are making a concerted effort to attract Korean corporate meeting and incentive travelers. They are targeting Korea as a key market and implementing tailored strategies, such as offering exclusive benefits and organizing familiarization tours. In its “Tourism 2035” roadmap, the Australian Tourism Board classified Korea, along with Japan and Vietnam, as a “key emerging market” in the incentive travel sector. Da Nang, Vietnam, promoted golf and MICE packages in Seoul, Daegu, and Busan from June to July of this year and announced incentive policies specifically for the Korean market. The Philippines has also moved to secure corporate group demand, with the Department of Tourism’s Korea Office and the Tourism Promotion Board (TPB) collaborating to organize familiarization tours for Korean MICE buyers.
MICE tourists are a customer segment that national tourism boards prioritize attracting. This is because they involve group travel, accommodations, and event and experiential programs, making them a high-spending market for tourism destinations. With overtourism emerging as a problem in major tourist cities recently, the ability to分散 tourism demand through off-season events or regionally integrated programs is also cited as an advantage of the MICE market.
◇Korean Corporate Incentive Travel: A Benchmark for Asia
One reason overseas tourism boards are particularly focused on attracting Korean customers is that these visits can serve as reference cases for other Asian companies when selecting destinations for their incentive travel programs. According to industry sources, there are instances where other Asian companies look to the regions and programs visited by Korean companies—which have extensive travel experience and exacting criteria for destination selection—as models.
According to the Dubai Tourism Authority, after the Korean branch of a foreign company (A) conducted an incentive tour in Dubai in 2022, its Japanese branch also visited Dubai the following year. After Insurance Company B organized an incentive trip in Japan, companies from China and Thailand chose the same destination. The authority explains that companies often reference not only the destination but also the specific programs and itineraries used by their predecessors.
Kim Jeong-hee, Head of the Business Events Team at the Dubai Tourism Authority, stated, “Given their scale and nature, customer satisfaction is paramount in incentive travel, making it a conservative market that tends to choose proven products over risky ventures,” adding, “The mere fact that a Korean company has visited serves as a stamp of approval for the trendy ‘K-brand.’”
Korean companies’ criteria for selecting destinations also differ from those of other Asian markets. According to a survey conducted by the Japan National Tourism Organization last August of 55 companies participating in the Seoul Incentive Travel Fair, the Korean market’s top criteria for destination selection—direct flights (71%), hotels (69%), and the appeal of tourist attractions (63%)—outranked price (54%). In the same survey, the markets of Thailand, Singapore, Malaysia, Indonesia, and the Philippines all ranked price as their top priority. This implies that to capture the Korean market, destinations must offer not only cost benefits but also travel convenience, a pleasant stay environment, and compelling tourism content.
◇From Tailored Hospitality to Themed Tours… “Attract Korean Group Tour Groups”
This is why the Korea Tourism Organization and local businesses are rolling out services tailored to the preferences of Korean customers. In Dubai, for example, during a period of strict alcohol regulations, the necessary procedures were followed to allow soju to be brought in for a dinner hosted by a Korean corporate group. Locals dressed in hanbok greeted the group in the hotel lobby, and the buffet featured bibimbap and galbi.
In Las Vegas, some local hotels have also streamlined the check-in process for Korean group tours. By preparing room keys in advance, they reduced the time groups spent waiting individually at the front desk upon arrival, allowing them to proceed directly to their rooms. An official from the Las Vegas Convention and Visitors Authority stated, “We are communicating closely with local businesses to ensure Korean groups have a more comfortable stay.”
Overseas tourism boards are also refining their experiential programs to adapt to changes in the Korean incentive travel market. This is because many participants are seasoned travelers, and relying solely on familiar tourist spots has its limits in terms of boosting satisfaction. In particular, countries frequently visited by Koreans are putting significant effort into discovering new experiences and destinations.
A MICE official from the Hong Kong Tourism Board noted, “Since a high percentage of Korean customers have already visited major tourist attractions on individual trips, it is important to provide new experiences and content,” adding, “We are focusing on allowing visitors to experience Hong Kong in a new light by incorporating distinctive themes such as culture, arts, and gastronomy, and by highlighting new destinations like Lantau Island.”
The Japan National Tourism Organization is emphasizing experiences that are difficult to access through independent travel. These include hosting dinners in the gardens of historic castles designated as World Heritage Sites or in front of large tanks at aquariums, as well as experiencing meditation and temple cuisine at a temple with a 1,200-year history. Yasunori Taura, Director of the Japan National Tourism Organization’s Seoul Office, said, “We plan to consistently hold business matching events where the tourism industries of both countries can network, while also organizing familiarization tours so that Korean travel industry representatives can experience these unique opportunities firsthand.”