Seoul has rapidly become one of the world’s leading MICE hubs, blending rich culture, cutting-edge technology, and a strong economy at the heart of East Asia.

Boosted by the global popularity of K-pop, films, cuisine, and dramas, the city is both a cultural powerhouse and a premier business destination.

With world-class venues, seamless connectivity, and unforgettable experiences, Seoul offers an ideal balance of business and leisure.

The city has won a number of international awards for its excellence in tourism and bleisure specifically, and visitors to ITB Asia 2025 can find out more on the stand where Seoul Tourism Organisation is exhibiting with eight Seoul MICE Alliances.

Basement 2 / Stand H05