'Busan offers everything to motivate your workers'
A view of Busan Harbor Bridge and the Busan Port International Passenger Terminal. / Courtesy of Busan Tourism Organization
Administrative support, tourism resources attract MICE visitors
By Jung Min-ho
Major corporations sometimes offer their employees free travel as a way to motivate them. This is one of the components of MICE (meetings, incentives, conferencing and exhibitions), which has increasingly become an important part of Busan’s tourism industry.
Over the past few years, the city of skyscrapers and pristine beaches has emerged as one of Asia’s most attractive destinations for companies seeking such rewards.
The Busan Tourism Organization (BTO) said it offers various support services to help them develop and enjoy their tailor-made tour programs.
For example, when Amway China brought nearly 15,000 employees to Busan three years ago, the BTO secured the Busan International Film Festival’s outdoor stage for their event.
“Basically, the idea was to make them feel like they were attending a party for movie stars,” a BTO official said. “Many had their pictures taken on the red carpet that we prepared for them. Everyone really enjoyed the evening.”
Chinese cruise passengers enjoy chicken and beer during their visit to this year’s Busan Fireworks Festival and the Busan One Asia Festival in October. / Courtesy of Busan Tourism Organization
In August, companies affiliated with All Japan Mutual Aid Association, the country’s largest wedding and funeral service provider, decided to send 10,000 employees to Busan through next spring as a reward for their work performances. The BTO has helped them in many ways since.
“We have helped them rent places they want and reduce prices for special tours. Depending on requests, our support services could be anything,” the official said.
The BTO said its marketing and support services led to 12 large-scale incentive travel deals this year, up from nine last year. Most recently, Shanghai Weina Cosmetics decided to send 2,000 of its top performing workers to Busan between Dec. 20 and 22.
With the BTO stepping up its efforts, the number of incentive tours to the city is expected to continue rising.
From Nov. 7 to 11, the BTO held promotional events in Guangzhou and Shenzhen in China as part of its efforts. After it consulted with nearly 200 company representative in the cities, expectations are high for more successful deals.
The BTO believes Busan will grow far beyond just a popular summer destination in Asia, if the city tries a little harder to take advantage of its unique assets.
Situated at the southeastern end of the Korean Peninsula, Busan has beautiful scenery and a rich history of cultural exchanges. In 1876, it became the country’s first port open to other countries for trade. It also has beautiful mountains, rivers and seas.
“Busan is heaven for all kinds of marine sports, and unlike many other port cities, everything including hotels, beaches and other fun things are close by, which makes it convenient for tourists,” the official said.
Centum City, known as the world’s largest department store, and Jagalchi Fish Market, the country’s biggest marine market, are among the destinations of which the city boasts.
Centum City offers foreign tourists tax refunds and translation services. Currently, 5 percent of its sales come from foreigners. Its plan is to push the number to 15 in the next few years.
Jagalchi Fish Market lets tourists experience the traditional side of the city. Inside the main building, vendors sell just about every edible sea creature including crabs and eels, two of the locals’ favorite foods.