Record visitor numbers from the DACH region in Korea: Where MICE, lifestyle, retail and immersive brand spaces merge

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The unabated growth of Korea as a MICE destination led to a record number of visitors in 2025, with around 50 percent more visitors than before the pandemic. The high-quality event centers are consistently recognized for their environmentally friendly design, featuring rainwater harvesting systems and solar technologies. The world-famous K-culture, with its K-pop and the Gangnam district in the capital city of Seoul, is also a major draw for MICE guests in Korea.

By Urs Seiler || July 3, 2026

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New event spaces, modernized convention centers, innovative tours and a growing lifestyle and retail sector make the country one of the most exciting destinations for international meetings and incentive trips.

For the MICE sector, Korea offers a combination of modern infrastructure, internationally connected metropolises, innovative event formats and a differentiated range of incentive travel options.

Hybrid and international formats in particular benefit from good accessibility and investments in congress centers and event venues.

In Goyang, the KINTEX Convention Center is setting new standards. The largest halls in the country have been technically and spatially expanded, enabling even larger and more complex productions. The offerings are complemented by the nearby Hyundai Auto Museum and the MBC Dream Center film studio, which have established themselves as inspiring venues for supporting programs.

Eland Cruise's events usually take place on board its ships. However, event organizers can soon look forward to a new land-based venue. The new Hangang Salon on the Han River features a dining room for 100 people, a lounge for 70, and a rooftop bar with space for 200. It also offers stunning views of the Han River.

In Daegu, the EXCO Convention Center is developing into a top location for large events. It offers, among other things, a hall for 4,000 people, an auditorium for 1,300 people, and a total of 23 conference rooms, strengthening the city's position as a medical and scientific MICE hub.

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The international incentive event "Amway China Leadership Seminar 2027" will take place from the end of February to the beginning of March at the Suwon Convention Center and combines a business conference with a gala evening. Participants will experience tailor-made programs in Suwon and Seoul, which connect key tourist attractions. The two cities are only 48 kilometers apart. The goal is to establish Suwon as an attractive destination in global incentive tourism.

Starting in 2027, DMC K-Shuttle will offer the Golden Route, an eight-day tour through some of Korea's most important regions. From Seoul via Gongju, Jeonju, Gwangju, Suncheon and Yeosu to Busan, Gyeongju, Pyeongchang and Seorak National Park, groups will experience a mix of UNESCO World Heritage Sites, coastal landscapes, historic villages and modern metropolises.

In the historic UNESCO World Heritage city of Gyeongju, the Gyeongju Convention Visitors' Bureau has revamped its Corporate Meetings & Incentive Support Program. Up to 20 million Korean won (approximately €11,000) is available for corporate meetings, and up to 50 million won for incentive trips.

(approx. €28,000). A minimum of two nights' accommodation in Gyeongju and a defined minimum number of participants are required. The program includes support for welcome receptions, transportation, souvenir production, the use of unique venues, and tailor-made cultural experiences.

https://www.hico.or.kr/hosting_index_eng.html

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Incheon continues to position itself as one of Asia's most modern cities. The futuristic Smart City Songdo, the World Conference Center, expansive green spaces, and iconic oceanfront skyscrapers provide the backdrop for new tours and festivals.

An exciting trend that is increasingly establishing itself in the MICE sector is the integration of lifestyle experiences into incentive programs. Korea is currently experiencing a boom in spectacular flagship stores that go far beyond classic retail concepts.

Of particular note is the Amorepacific flagship in Yongsan, an architectural highlight offering beauty labs, fragrance workshops and exclusive brand presentations.

Equally impressive is the new Tamburins flagship store in Seoul , which combines art installations, fragrance experiences, and immersive brand spaces. Both stores are ideal as creative incentive stops, blending lifestyle, design, and Korean brand aesthetics.

Korea is experiencing a surge in visitors from the DACH region and has already recorded 39 percent more arrivals this year up to the end of May than in the entire country.

Previous year's period.

Germany: Growth and improved market position

With 175,836 arrivals in 2025, the number increased by approximately 12 percent compared to the previous year's 157,185. This means the country has exceeded its pre-crisis level of 2019 by almost half. By the end of May 2026, 84,991 arrivals had already been recorded, which is around 39 percent more than in the entire previous year.

Switzerland: Continuous increase on a stable basis

Switzerland is experiencing continuous growth in the DACH region (Germany, Austria, Switzerland). The number of visitors rose from 25,819 in 2024 to 29,215 in 2025, an increase of 13.2 percent. Compared to the pre-crisis year of 2019, with 17,847 arrivals, this represents an increase of approximately 64 percent. By April 2026, 11,411 arrivals had already been recorded, around one-third more than in the previous year.

Austria: Dynamic growth

Austria is growing dynamically: Arrivals rose from 12,570 (2019) to 17,110 (2025), representing an increase of 36 percent. From January to April 2026, 6,150 arrivals were already recorded, with a clear upward trend compared to the previous year.