SEOUL — Seoul used IMEX Frankfurt 2026 to strengthen its direct engagement with international meeting planners, with a dedicated Seoul pavilion and a planned partnership with global PCO network INCON.
The Seoul Metropolitan Government and Seoul Tourism Organization operated the pavilion under the “TEAM SEOUL” banner, bringing together 12 Seoul MICE Alliance members from the venue, hotel, destination management and travel sectors. Participating organisations included Coex, Grand InterContinental Seoul Parnas, The Westin Seoul Parnas, Four Seasons Hotel Seoul, Hotel Shilla, MNC Communications, Kims M&T, Travel Easy, Sally Tour, Golden Tour Korea DMC, HNT and E TourisM.
A central part of Seoul’s IMEX activity was a memorandum of understanding with INCON, a global partnership network of professional conference organisers with offices in 70 countries. Seoul Tourism Organization stated that the agreement was intended to support closer cooperation with international meeting planners and expand opportunities to attract global events to the Korean capital.
The city’s presence at IMEX focused on business matchmaking, group presentations and direct buyer engagement. Seoul also hosted a networking event, “Seoul Happy Hour”, using Korean food and beverage culture as part of its destination engagement with INCON partners and Seoul MICE Alliance companies.
The approach reflects a more relationship-led model of destination promotion. Rather than relying mainly on destination visibility, Seoul is working through professional networks that already influence where international congresses and corporate meetings are placed.
For the wider MICE sector, the move shows how cities are using trade shows not only to promote venues and attractions, but to secure access to the intermediaries who shape international event pipelines.
