Manila, Philippines – The Korea Tourism Organization (KTO) successfully held the 2025
Korea MICE Roadshow in the Philippines with two major legs in Manila on June 24 and
Cebu on June 26. The initiative reaffirmed Korea’s growing presence as a premier
destination for Meetings, Incentives, Conferences, and Exhibitions (MICE).
Held at Fairmont Makati and Radisson Blu Cebu, respectively, the roadshow gathered 250
participants in Manila and 150 attendees in Cebu, bringing together key travel industry
players from both Korea and the Philippines. The event is part of Korea’s strategic efforts
to promote its MICE offerings and regional tourism in line with the upcoming 2025 APEC
Summit to be hosted in Gyeongju, a key city in the Gyeongbuk region.
Each leg of the roadshow featured a two-part program starting with a Travel Mart, where
Korean and Philippine tourism professionals engaged in productive business-to-business
consultations and networking. The event culminated with the Korea MICE Night, a cultural
and promotional showcase that included presentations, Korean cultural performances, and
an exclusive look into Korea’s latest MICE developments.
Mr. Chang Wook Jung, Executive Director of the Korea MICE Bureau at KTO, opened both
events and highlighted the importance of the Philippine market. “The Philippines remains
a strategic and passionate market for Korean MICE tourism, and we are committed to growing this relationship even further. Through this roadshow, we seek to present the latest trends, offerings, and experiences that make Korea a leading MICE destination in Asia,” said Mr. Jung.
Ms. Jen Uy, Assistant Manager of KTO Manila, shared updates on Korea’s MICE support programs, emphasizing Korea’s strategic advantage: “Korea is the center of connectivity, offering a convenient, safe, and seamless travel experience supported by world-class infrastructure, smart technology, and a robust domestic transport network.”
Among the highlights was the announcement of the enhanced MICE support initiatives.
Qualified corporate and incentive groups (minimum 10 foreign nationals staying at least
two nights) are eligible for customized assistance, including souvenirs, activity subsidies,
and logistical support. Social, religious, student, fan-based groups, and cruise ship
passengers are excluded from eligibility.
To complement the upcoming 2025 APEC Summit, KTO introduced the Gyeongbuk Plus
Special Assistance Program, offering up to KRW 140,000 (~PHP 5,800) per person for
approved groups, with contributions from Gyeongsangbuk-do, KTO, and bonus benefits
for selected groups.
A key feature of this year’s roadshow was the integration of K-Culture, leveraging the
global popularity of Korean entertainment and lifestyle to position Korea’s unique MICE
experiences as distinct from competing destinations.
The night wrapped up on a high note with a raffle draw, where lucky attendees won roundtrip tickets to Korea, capping off the experience with excitement and a festive atmosphere.
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About Korea Tourism Organization Manila Office Established in May 2012, the Korea Tourism Organization (KTO) Manila Office is dedicated to promoting Korea as a top destination for leisure travel, incentive tours, and corporate meetings among Filipinos. KTO Manila actively engages both the public and tourism industry professionals by providing regular updates and organizing engaging events on Korea’s tourism products and experiences. For inquiries, please contact the KTO Manila Office at (02) 7358 0856 or email us at [email protected] / [email protected].
