How South Korea is Redefining Delegate Experiences with Technology

Magazine:

HQ Asia Pacific

6th Nov, 2024

Category:

Technology

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Aurora Gallery INSPIRE Entertainment resort (Incheon) © Credit Inspire Entertainment Resort

Home to tech giants such as Samsung, LG and Hyundai, South Korea is renowned for its leadership in technological innovation. Beyond these behemoths, the country's fast-paced startup ecosystem is making waves, and of course, the meetings and events industry is no exception. Harnessing the power of AI, South Korea is redefining the delegate experience and promoting sustainability across the MICE sector.

From AI-powered event logistics to cutting-edge sustainability efforts, the Korea Tourism Organization (KTO) is teaming up with tech companies of all sizes to provide seamless and innovative solutions for international planners. In this interview, Hyunjung Kim (right side), Deputy Director of the MICE Planning Team at KTO, shares how AI is transforming South Korea's meetings industry.

South Korea is known for its technological innovation. Can you highlight any recent AI-driven initiatives or partnerships between the Korea Tourism Organization (KTO) and Korean tech companies that are revolutionising the meetings industry?

KTO is working to provide more convenient Korean tourism services by applying AI technology in various business areas, such as providing festival information and tourism information. In particular, since the outbreak of COVID-19 in 2020, the MICE industry in Korea has sought to apply various meeting technologies, such as holograms and metaverse. As the need for digital transformation has been raised across the MICE industry, the KTO has launched a project to actively support MICE companies with technology companies.

Different services are required for each ‘journey’ of the MICE experience, and the technologies required by companies providing these services are also diverse. In particular, KTO has recently collaborated with a tech company leading the MICE industry using AI technology. Since 2023, we have continued to expand our partnership by bringing together around 100 tech companies with AI technology and 70 beneficiary companies needing related technology through the ‘Digital Transformation Support Project for MICE Companies’.

In what ways is KTO using advanced technologies to promote sustainability in the tourism and meetings sector? Are there any specific AI-powered solutions being implemented to reduce the environmental impact of large-scale events?

KTO has created the ‘MICE ESG Operation Guidelines’ and is leading the sustainable management of the MICE industry as the central MICE bureau. In fact, at recent MICE-related events, organisers and participants are making efforts to use eco-friendly products and reduce carbon footprints.

Above all, event organisers are developing web applications using AI technology to enable participants to attend meetings and reduce any inconveniences. For example, an AI-based application was recently used in the International Children’s Book & Content Festa (BOOKIZCON) supported by KTO. The app LEADX, was developed by EZPMP, a Korean professional congress organiser, and it provides services such as participant registration, making purchases, and even paperless entry with a QR code. In addition, participants could participate in the entire event process with just a smartphone, including AI-powered personalised book recommendations.

How is KTO leveraging artificial intelligence to enhance the overall experience for international delegates attending conferences and events in South Korea?

Depending on the event type, AI is applied in various cases. Recently, an AI matching system was introduced to events that allow you to find the buyers you want from the event registration stage. In addition, event-hosting organisations are attempting to increase satisfaction with event participation by using AI robots to guide visitors.

As a representative case study of innovating the event participation experience with AI, we proudly collaborated with GroundK, one of the MICE companies collaborating with KTO for their service. This company is an AI technology-based mobility company that has upgraded the level of protocol services to the next level by providing transportation services using a real-time vehicle dispatch and control system. There is an example of maximising the convenience of transportation by applying AI and GPS-based vehicle services to large events such as the ABD Annual General Meeting.

As AI evolves rapidly, how is KTO preparing for future technological advancements to maintain South Korea's competitive edge in the global meetings industry? Are any upcoming projects or collaborations showcasing the country's commitment to innovation?

KTO is promoting the ‘MICE Enterprise Digital Transformation’ support project to create sustainable competitiveness of the Korean MICE industry. This is a voucher project that supports ICT technology for companies in need of digital transformation. According to a 2022 survey, many MICE industry professionals stated they would like to apply new technologies, such as AI, to their business through digital transformation (DX). However, it is difficult to access them due to a lack of understanding. Therefore, KTO is working to expand DX throughout the MICE industry by matching companies with technologies such as AI to provide technical support to companies that need DX. In addition, KTO plans to support overseas expansion in the future so that Korean MICE companies with technological capabilities can grow into global companies.

Korean tech giants like Samsung and SK Group are making significant strides in AI development and partnerships. How is KTO collaborating with these companies to integrate cutting-edge AI technologies into the meetings and events sector in South Korea?

In Korea, in addition to large corporations such as Samsung, there are an increasing number of technological startups. In the future, we will create opportunities for startups in various fields to be interested in and cooperate with the MICE industry.

The country's commitment to innovation in the MICE industry is on display across its venues, hotels, event apps, and the multi-purpose AI technologies integrated into events, with projects like the ‘MICE Enterprise Digital Transformation’ initiative demonstrating South Korea's proactive approach. Indeed, the country continues to push boundaries, and there are growing opportunities for collaboration between MICE organisers and South Korea's tech ecosystem. For those interested in exploring these future opportunities or learning more about how AI can enhance their events, the KTO is ready to help. And for an in-depth look at the four cities HQ visited on a recent fam trip (Seoul, Suwon, Busan and Incheon) check out our November issue (#117), where we explore the unique venues and high-tech experiences on offer.

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MICE