The 2020 Haeundae International Conference Complex Zone Activation Project is jointly operated by the city of Busan Metropolitan City, Busan Tourism Organization, BEXCO, and seven integrated facilities in the complex zone. The integrated facilities consist of: four deluxe hotels (Park Hyatt Busan, The Westin Chosun Busan, Grand Josun Busan, and Paradise Hotel Busan); two large shopping malls (Lotte Department Store and Shinsegae Department Store); and one performance hall (Busan Cinema Center). These companies will actively collaborate to promote relevant businesses in the area as well as the recovery of local businesses, which have suffered from the damages of COVID-19.
The project, to be conducted over a period of four years, will utilize the advantages and characteristics of the complex zone to the fullest and will focus on the following: Branding of the Haeundae International Conference Complex Zone; Operation of the MICE Information Center within BEXCO; Operation of the MICE Shuttle to Promote the Complex Zone, and: Establishment of a system of mutual collaboration for the complex zone. The first project task will seek to develop and reinforce the unique identity of the Haeundae Complex Zone, where business and marine leisure can be enjoyed all at the same. The second project task focuses on the operation of the MICE Information Center within BEXCO. This center offers one-stop services for MICE participants, including the provision of general information for international conference participants and connections with luggage delivery services, etc. Overall, the project will seek to create a “MICE participant-friendly environment,” which will include the operation of a MICE shuttle between facilities during important international conferences.
The project aims to create synergy by systematically connecting existing infrastructure in the Haeundae area where MICE facilities are concentrated. Haeundae is a seaside area filled with various marine leisure facilities, making it ideal for developing Busan’s marine bleisure culture into a global trend. Taking advantage of the strengths of Haeundae, Busan will seek to continue to develop as the perfect city for attracting and hosting international conferences, business trips, and enjoying vacations. By strengthening the connection between integrated facilities and MICE industries, project organizers hope to show Busan’s outstanding MICE infrastructure to the rest of the world.
