[Edaily Reporter Oh Hee-na ] A survey found that 9.5 out of every 10 regional MICE supporters who participated in the “Korea Young MICE Ambassador General Assembly”—an annual event hosted by the Ministry of Culture, Sports and Tourism and the Korea MICE Association—were “satisfied” with the event overall. The event was evaluated as having helped young MICE talents from across the country deepen their understanding of and interest in the industry by experiencing regional tourism and MICE infrastructure and content, as well as interacting with industry professionals.
The Korea Young MICE Ambassador General Assembly is an educational and networking program for regional MICE supporters organized by the Association and the Ministry of Culture, Sports and Tourism to strengthen regional MICE networks and foster young talent. It began in 2015 as the Young MICE Supporters Network Shop and was expanded and reorganized into the Young MICE Ambassador General Assembly in 2024.
The event, which rotates among different regions each year, was held this year in Andong, North Gyeongsang Province, following Suwon (2024) and Gyeongju (2025). The General Assembly, held this August at the Andong International Convention Center and the Stanford Hotel Andong, was attended by approximately 200 supporters active in 12 regions nationwide (Gangwon, Daegu, Daejeon, Busan, Incheon, Jeonbuk, Jeju, Suwon, Gangneung, Gunsan, Andong, and Yeosu). Of all participants, 54%—slightly more than half—were majors in tourism or MICE-related fields, while 46% were non-majors

In a survey conducted by the association among participants following the general assembly, 95.5% of respondents said they were “satisfied” with the event overall. When asked if they would recommend participating in the general assembly, 97.5% answered “yes.” Among the participants, 98.1% assessed that the General Assembly served as an opportunity to deepen their understanding of the MICE industry as well as regional MICE resources and characteristics. 96.2% responded that it helped foster inter-regional exchange and expand their networks, while 93% reported that their interest in career paths within the MICE sector had increased.
Participatory programs were cited as a key factor in the high overall satisfaction with the event. As a pre-conference program, this year’s conference featured the “MICE Short-Form Challenge,” where participants planned, produced, and shared videos showcasing local MICE resources and attractions. Other programs included workshops where participants worked in small groups to brainstorm event ideas and develop plans; a “Golden Bell” quiz to showcase MICE knowledge; talk shows with industry professionals; and the “Unique Tour” program, which featured visits to Andong’s historical and cultural landmarks, such as the traditional soju distillery in Maenggae Village and the Andong-po artisans in Geumso Village.
Won Yu-jin, an assistant manager at the Incheon Tourism Organization, said, “There have been cases where participants successfully secured employment at professional convention organizers (PCOs) thanks to the networks they built through regional supporter programs and the Ambassadors’ General Assembly,” adding, “The General Assembly is becoming an opportunity to expand networks not only among regional supporters but also among staff at local convention bureaus and centers.”