Jeju CVB officials attended the Incentive Travel and Conventions Meeting (IT&CM) China 2014 April 15 to 17. Jeju MICE travel products were promoted with over 1,000 exhibitors, 676 buyers, 27 media outlets and 3,000 visitors.
As usual, the Jeju incentive products attracted much interest and were actively promoted by MICE officials. Jeju CVB managed its own booth and worked alongside seven Jeju businesses including The Shilla Jeju, and Lotte Hotel Jeju in providing both reserved and on-the-spot consultations to 200 businesses regarding Jeju's tourist infrastructure.
Jeju CVB expects the work done at the fair to lead to benefits for the local tourism industry through future bookings and brand marketing. China is an important source market for Jeju MICE products.
The fair also reaches out to businesses in America in Europe as interest in Asian MICE destinations has grown. This is a growth market for the island and officials were active in strengthening ties in both areas.
One Chinese visitor at the fair said that due to recent changes in Chinese government policy, in the future MICE tours are likely to be of a smaller scale rather than the large ones welcomed on Jeju in the past. Jeju CVB and the wider industry are thus adapting their strategy to target high value smaller scale tours. |