Business bridgehead

South Korea's conference and meetings (C&M) industry is brimming with optimism about the country's potential to develop itself into a key regional destination for corporate events. The country's central location in north-east Asia between China, Japan and the Russian Pacific coastal region places it in a perfect geographical position, C&M professionals believe, to capitalise on business in this economically crucial region. To meet the challenge of winning a larger share of regional meetings and convention business the South Korean C&M industry is both strengthening the public-private sector alliance and adding a range of world-class convention facilities in Seoul and in major provincial centres, principally the southern city of Busan (Pusan) and the island of Jeju (Cheju). Korea Convention Bureau director Mr Young-Gyu Park believes that South Korea's time has come. A higher international profile following the successes of last year's hosting of the soccer World Cup not only sparked interest in the destination but proved to the world that the country possesses the necessary infrastructure and organisational sophistication to manage the most taxing of global events. The KCB, which is a specialist arm of the Korean national Tourist Organisation (KNTO), is a key player in bringing together government and business sectors to form an effective C&M industry alliance. For example, the KCB actively participates in the 18-member Korea Convention Council, which brings together government and private business to hammer out common tactics. Indeed, such is the enthusiasm among Korean local governments to bring conference business to their provinces and cities that Mr Park estimates that between half a dozen and ten projected convention centres have been mooted for the next decade. A figure, he believes, which is not viable in the long term. "It is not just a matter of building modern convention centres, it is also a case of ensuring they are run properly. Then there is the question of supporting infrastructure, not all our cities have adequate personnel, promotional expertise or easy accessibility for international travellers," Mr Park says. The KCB is anxious to show the world that South Korea is no longer a one-town show as far as the C&M industry is concerned. while Seoul is still the prime destination for inward groups other destinations such as Busan, Jeju and Daegu are also coming to the fore with international class facilities. Nonetheless, Seoul's position as the business and political capital of the country ensure its predominance. The city's and the country's largest convention centre is COEX located in the World Trade Centre complex. Assistant manager convention marketing team at COEX Ms Chi Yon Cha is confident despite the emergence of new venues that COEX will retain its number-one spot in the choice of premier meeting locations. "The other venues lack the infrastructure of COEX. We have the best transport links, accommodation options and shopping facilities here,' she says. Ms Cha believes Seoul needs its own convention and visitors bureau now that the KCB has so many other destinations to look after. The COEX Auditorium seats 1,070 theatre-style and has ten linked meeting rooms. The Grand Conference room seats 490 theatre-style. COEX's showpiece ASEM hall is an amphitheatre-style conference room offering simultaneous translation in 16 languages. It has a dozen smaller adjacent meeting rooms and is aimed at VIP and high-level meetings.. COEX has a 7,281sqm column-free Convention Hall, which can cater for up to 7,000 people and the Grand Ballroom on the first floor with a maximum capacity of 1,800 people. COEX also has 30-50 meeting rooms (depending on arrangement) in the Conference Centre. The COEX complex has many bars and restaurants and the Chosun Hotel provides deluxe catering for the venue. The COEX Mall offers some of the best shopping in Seoul and two deluxe properties, the COEX Intercontinental and Grand Intercontinental, are adjacent to the centre. Director of sales and marketing at the Inter-Continental hotels in Seoul Mr Byung-Gih Soh says the city still has some way to go to improve its infrastructure to catch up with established Asian destinations such as Hong Kong or Singapore. In particular, he believes that a language barrier still exists, although government efforts and cultural changes among young people are beginning to erode this and the standard of English is on the rise. Mr Soh also sees Seoul's relatively high costs as a weakness in attracting business, The Inter-Continental properties work closely with COEX, participating in trade fairs together and working closely on marketing and promotions. Mr Soh also notes the South Korean government's determination to promote the country as a hub within Asia and suggests an even more ambitious role. "South Korea is well placed to act as a bridge between Asia and the American continent. We can, therefore, take far greater advantage of our proximity to China." The Grand Inter-Continental Seoul has 531 guest rooms with 265 suites while the COEX Inter-Continental has 653 rooms. The Grand has a Grand Celadon Ballroom capable of holding 1,800 theatre-style and the COEX Inter-Continental can hold 1,300 theatre-style. In addition, both properties offer dozens of smaller meeting room options and have a combined total of over 20 food and beverage outlets. Set well away from the hustle and bustle of the commercial area is the Sheraton Walker Hill Hotel and Towers in Seoul's eastern reaches set amid almost 140 acres of landscaped woodlands. The property's location provides not only a panoramic view of the Han-gang River but also allows outdoor parties, cocktail receptions and so on to be held in the extensive grounds. The Sheraton Walker Hill has a three-floor convention centre, with its largest space, the Mungunghwa Grand Ballroom, providing space for 1,280 theatre-style. Director of marketing Sheraton hotel division in Seoul Mr Johnathan Yi believes the Sheraton Walker Hill's unique location makes it ideal for seminars and conferences which need to be located near enough to the city centre for access but far enough out to provide a more relaxed and tranquil atmosphere. "The Sheraton Walker Hill offers an integrated, self-sufficient meetings venue in elegant and contemporary surroundings. It is a very relaxed environment here. This is one of the most picturesque and scenic hotels in Seoul," Mr Yi says. One name that has become synonymous with deluxe hotels in Korea is the Lotte brand. Aside from its flagship Lotte Hotel Seoul, the chain consists of Lotte Hotel Seoul-Jamsil and properties in Taejeon, Busan, and Jeju. In the heart of the capital, the Lotte Hotel Seoul, which has 1,486 rooms, 1,110 in its main wing and 376 in the new wing has 14 food and beverage outlets and 15 meeting and convention rooms. Its Crystal Ballroom can hold 1,800 theatre-style and its Sapphire Ballroom 1,000. The hotel is particularly keen to stress its technical prowess. All rooms in the new wing have desktop computers, with monitor, printer and fax facility as well as high-speed in-room wireless connectivity. Director of sales and marketing Mr James Kim points out that the hotel has recently opened two new restaurants The Vine, which is aimed at wine connoisseurs, and a Chinese outlet Tohlim are two recent additions. The Lotte chain prides itself on building a strong reputation in its banqueting and catering services. "Service is one of our key strengths and we place a powerful emphasis on staff training. Spring and autumn are the peak periods for international conferences since the climate in Seoul is at its best. On average, we take 3,000 room nights each calendar month from conference and meeting bookings," Mr Kim says. One stylishly designed specialist venue is the Grand Hilton Seoul Convention Centre built in late 2001 and capable of holding up to 2,214 people in its largest hall. The centre's second hall, the Emerald Hall, can hold 1,080 theatre-style. Director of sales convention and catering at the Grand Hilton Seoul Mr Si-Whan Oh says the main bulk of convention revenue at the hotel is local and regional, with particular growth in areas such as pharmaceuticals and the IT industry. Mr Oh identifies Korea's attractions. "We have proven technology and infrastructure but we also have a cultural uniqueness, it is a mix of modern and traditional Confucian elements," he says. Apart from the Grand Hilton's 396 guestrooms there are also 105 serviced apartments providing another on-site accommodation option for organisers. Aside from the capital, South Korea has several major destinations suitable for international corporate conferences or meetings. Mr Oh also notes the advantage of the Hilton brand name and the ability to cross-sell with other Hilton properties. Sister property Seoul Hilton has one of the largest hotel-linked convention centres in South Korea, holding up to 3,200 participants theatre-style. Aside from the capital, South Korea has several major destinations suitable for international corporate conferences or meetings. Busan is the country's second city and its principal seaport. Given its slightly warmer climate and coastal location on the south-eastern tip of the Korean peninsula, Busan offers the advantage of combining a large city with a seaside resort. Gimhae International Airport is barely an hour's flight from Seoul. The city's premier conference venue is BEXCO, the Busan Exhibition and Convention Centre, opened last year. Facilities include 23 conference rooms on the first and second floors and the main convention hall on the third floor, which holds up to 2,800 guests theatre-style, just over 1,000 classroom-style and 1,534 for a banquet. Ms Jung-Moon Paeng from the centre's public relations team says the centre has particular advantages. "We are based close to a whole number of areas of historical and cultural interest which gives us a special Korean flavour, but Busan is also linked directly by air to several cities in China and Japan as well as being less than an hour from Seoul. We can act as a bridgehead for business in north Asia," Ms Paeng says. Clustered around the scenic Haeundae Beach area are several deluxe hotels with smaller conference and meetings facilities. The 521-room Paradise Hotel and Casino Busan offers a spectacular view of the East Sea. the complex includes not only gaming facilities but a luxury shopping mall and outdoor hot-spring spa. Marketing communication manager Ms Eun-ju Yeo says: "Our Grand Ballroom is equipped with state-of-the-art audio-visual equipment and simultaneous translation systems. But we can also add in extra features to make a corporate meeting a little different. For example, we can arrange teambuilding exercises, such as sea fishing, boating and beach games." The Paradise Hotel has a Grand Ballroom accommodating 700 theatre-style and six other meeting rooms including the Panorama Room which offers , as the name suggests, breathtaking views of the East Sea. The 43-storey Busan Lotte Hotel comprises 806 guestrooms and 11 meeting and function areas, the largest of which the Crystal Ballroom can seat 2,000 theatre-style and 1,700 classroom-style. Smaller deluxe properties include the 305-room Westin Chosun Busan, whose Grand Ballroom can hold 800 theatre-style and has four other meeting rooms. Alternatively there is the Busan Marriott Hotel, whose Grand Ballroom can seat 450 theatre-style. The third largest city in south Korea, Daegu, boasts another recently built mega-venue Exco Daegu. The main convention hall is 3,872sqm and can accommodate 4,200 people in a pillarless environment. Exco Daegu also has ten other meeting rooms of various sizes. As with virtually all the major venues in tech-savvy South Korea, organisers will have few problems finding the technology necessary for the most demanding of meetings. Simultaneous translation facilities are available in up to six languages and aside from the usual standard audio-visual equipment of projectors and the like,, many rooms encompass DVD players, teleconferencing facilities and wireless microphones. A second major venue in the city is the Hotel Inter-Burgo Daegu Park Hotel. This 342 room property boasts its own 1,855sqm convention centre, holding 2,800 theatre-style, with ten other meeting room spaces and 11 F&B outlets. The Changwon Exhibition and Convention Centre in the capital of Gyeongnam province is in the heart of one of South Korea's industrial belts. The CECC can convert from exhibition to convention centre and can hold 5,000 delegates theatre-style. The city of Changwon is close to Busan and the CECC is only 30 minutes ride from Gimhae International Airport. In Ulsan, less than an hour's flight from Seoul, Lotte Hotel Ulsan offers 211 rooms and its largest meeting room can hold 900 for either seminars or banquets, The new president of South Korea Mr Roh Moo-hyun is seen as actively encouraging the country's conventions business to look outward as part of his stated plans to turn South Korea into the major business hub in north-east Asia within the next few years. South Korea is just a few hours' flight from the five key economic centres of Beijing, Shanghai, Hong Kong, Osaka and Tokyo. Major Russian Pacific cities such as Vladivostok are also only hours away. The potential for regional corporate C&M is huge. The KCB's Mr Park explains that a central plank in the KCB strategy is focusing on the more than 2,000 Korean organisations, corporate, academic and professional, which are affiliated to regional or international associations. Each year the KCB aims to select 40-50 of the most promising Korean bodies and provide them with the necessary support to approach their respective international associations with proposals to hold seminars, general assembly and congresses in South Korea. A strong industrial focus underpins the KCB strategy, given South Korean companies' leading involvement in fields such as computers, semi-conductors, shipbuilding and automobiles. The combination of strong government support, private investment combined with a strong sense of industry direction and collaboration suggest South Korea will be playing an increasingly prominent part in Asia Pacific's (C&M) business.