by Leo Jakobson | April 10, 2017

South Korea's capital city has launched a new program that provides qualifying incentive groups with an experiential activity in the city.

The Seoul Convention Bureau has created a list of pre-planned experiences to choose from, but incentive and event planners can work also with local destination management companies (DMCs) to propose support of a specially created experience under the program's guidelines.

Launched this month, the program offers financial subsidies and discounts to incentive groups while providing them with experiences that showcasing the cultural, historic, and trend-setting activities available in Seoul. The program is also open to corporate meeting and event groups spending at least two consecutive nights in Seoul and using a minimum of 100 room-nights overall.

Over the weekend, 100 attendees of an incentive trip run by a major insurance group from Singapore became one of the first groups to make use of the Seoul experience program. The group created its own activity: an Amazing Race-style game, in which the attendees were broken up into small groups and given tasks that took them throughout the neighborhood around the city's main train station. These included recreating a scene used on the poster for the zombie film "Train to Busan" at Seoul Station; striking K-Pop star poses at the nearby 14th century Namdaemun, one of the eight gates through Seoul's historic city wall; sampling the street food at the Namdaemun Market, the largest traditional marketplace in Korea, and taking a Pepsi Challenge-style taste test in which they tried to identify a Singaporean beer among a selection of Korean beers.

A 100-person Indonesian group arriving later this month has selected one of the program's pre-planned activities, a bicycling along the Han River. At Hangang Park, the riders will be joined by Mayor Park Won Soon, who will welcome the group and then ride along with them.

Other pre-arranged activities include:

  • Trekking on the Seoul City Wall
  • Having K-Pop dance lesson and makeover
  • A traditional cultural activity with one of a number of Seoul MICE Alliance organizations such as a lesson with traditional Korean musical instruments or wearing a hanbok, the traditional formal dress
  • A walk along Seoullo 7017, Seoul's version of the Highline park, when it opens on May 20.


Referring to Korea's increasingly high profile pop culture, Jae Yong Kim, director of Seoul's Tourism Policy Division, said, "Hallyu and overall interest in Korean culture is continuing to attract visitors. Seoul will continue to develop unique experience programs for them to ensure their time is memorable."

More details are available from Steve Kwak at the Seoul Convention Bureau.