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Thailand becomes MICE hotspot: South Korea relies on cooperation!
Thailand became the second largest MICE market in Asean in 2025. KTO supports incentives in South Korea for sustainable growth.
Thailand becomes MICE hotspot: South Korea relies on cooperation!
Thailand has established itself as the second largest MICE market (meetings, incentives, conventions, exhibitions) in the Asean, directly behind Vietnam. This is emphasized by the Korea Tourism Organization (KTO) in a comprehensive report in which Thailand is not only highlighted as a market, but also as a long-term strategic growth partner in the MICE industry. In this context, the KTO has initiated a new incentive support program that will be active in the second half of 2025. This program is particularly aimed at companies that want to enjoy special incentives when they visit Gyeongju and the province of North Gyeongsang, where the 2025 APEC summit is organized.
The support includes a wide range of services tailored to the needs of MICE groups. For example, gala dinner, team building activities and transport options are offered by charter buses. The K-POP stands and K-food trucks are particularly interesting for the cultural aspects, which should give guests a taste of Korean culture. In addition, groups that participate in this program can also receive support in the production of travel videos. According to Nation Thailand, the arrivals of Thai tourists in South Korea have developed pleasantly since May with a monthly increase of around 5%.
Strong increase in Thai visitors in South Korea
In 2019, around 570,000 Thai travelers visited South Korea, while traveling 1.89 million South Koreans in Thailand in the same period. After the restrictions during pandemic, the numbers have become fledged. For 2024, an almost complete comeback of the numbers is predicted: 1.87 million South Koreans traveled to Thailand and about 320,000 Thai visited South Korea - this corresponds to about 60% of the level from 2019. GMA News also reports that the KTO is working with relevant authorities. Korea Electronic Travel Authorization (K-ETA) easier and optimize the entry processes.
In addition, the KTO has launched other initiatives to boost take tourism, especially in the run-up to the upcoming APEC summit in Gyeongju. As early as June 2025, a MICE roadshow in Manila and Cebu was successfully completed. A total of over 400 participants took part in these events, which took place in prominent hotels such as the Fairmont Makati and the Radisson Blu. In Travel and Tour World Crucial to position South Korea as a top destination for international MICE events.
Cultural integration as a central component
A special focus is on the Korean culture, which is considered the central element of the KTO's MICE strategy. Aspects such as K-pop concerts, Korean cuisine and cultural workshops are integrated into business events, which should strengthen the interest of companies in South Korea as a MICE goal. These strategic steps also lead to South Korea organized over 243 international conferences in 2024 and received at least 10,000 MICE travelers from the Philippines.
The KTO is optimistic about future MICE initiatives and cooperation with various partners to further promote tourism and economic growth. Manila and Cebu in particular prove to be important markets that are supposed to serve as a springboard for MICE tourism to South Korea. With a clear plan to emphasize the advantages of South Korea as a safe and seamless travel destination, it remains to be seen how the MICE industry will continue to develop in the coming months.