Seoul Emerging as a New Incentive Travel Destination for Global Corporations

– 3,000 Employees from U.S. Company WSB visit Seoul as Part of “WSB Super Trip 2025” 

– Seoul Metropolitan Government and Seoul Tourism Organization Strengthen the City’s Status as a Global MICE Hub 

Seoul, which has been captivating global attention through “K-Pop Demon Hunters”, is now gaining new recognition as a top destination for global corporate incentive travel. The Seoul Metropolitan Government and the Seoul Tourism Organization (STO, CEO and President Ki Yon Kil) announced that on September 13 (Sat), approximately 3,000 employees from the California-based financial education company World System Builder (WSB) visited Seoul for their incentive program, the “WSB Super Trip 2025.”

The visitors were divided into two groups, each spending six days and five nights in the city, staying until September 23 (Tue).

According to the city and STO, this marks the largest group incentive tour to Seoul since the COVID-19 pandemic, showcasing the city’s strengthened status as both a global hub for Hallyu (K-culture) and an international MICE destination.

During their stay, WSB employees participated in “WSB K-Day” at Yeouido Hangang Park — a team-building program combining traditional Korean performances and K-pop shows. They also explored the “Seoul Experience Booth,” where they enjoyed Seoul-themed goods and learned more about the city’s tourism attractions.

In addition, the group visited major landmarks such as the National Museum of Korea and N Seoul Tower, experiencing the diverse and dynamic charm of Seoul loved by visitors from around the world.

The city and STO added that other large-scale incentive groups, including a 500-person delegation from a Philippine pharmaceutical company, are scheduled to visit Seoul later this year. Building on the global popularity of K-content, Seoul plans to actively attract large-scale incentive and MICE groups to create greater added value within the city’s tourism industry.

Ki Yon Kil, CEO and president of the Seoul Tourism Organization, stated: “We will continue to enhance and operate the PLUS SEOUL program to actively attract high-value corporate meetings and incentive groups, further solidifying Seoul’s position as a global MICE hub.”

Goo Jong-won, General Director of Tourism and Sports Bureau at the Seoul Metropolitan Government, said: “As a result of Seoul’s ongoing efforts to establish itself as a leading global MICE city, international companies are now choosing Seoul as their large-scale incentive travel destination. Moving forward, we will actively discover and promote Seoul’s unique tourism assets to make it a city people truly want to visit — and return to.”