Goyang Destination Week 2021 Overview
August, 2021 II Goyang Destination Week 2021 Overview
○ Event: Goyang Destination Week 2021 ○ Date: August 25th(Wed) ~ 26th(Thu) / 2 Days ○ Type: Hybrid Event(Offering Online and Offline Participation) ○ Host: Goyang City ○ Organizer: Goyang Convention & Visitors Bureau ○ Sponsorship - Domestic a. Korea Tourism Organization(KTO) b. Gyeonggi Tourism Organization(GTO) c. Korea MICE Association d. Korean Association of Professional Convention Organizer(KAPCO) - International a. ICCA(International Congress and Convention Association) b. GDS-I(Global Destination Sustainability Index) c. Gaining Edge ○ Scale: 500 Participants ○ Target Audience: MICE Industry Workers, Global Urban Marketing - National & Regional Tourism Organizations - Convention Bureaus, Centers & Venues - MICE Destination Related Workers & Etc. ○ Event Subject: MICE, Reboot the City! ○ Event Composition - Day 1 a. Opening Ceremony b. International Destination Competitiveness Forum - Day 2 a. Asia Destination Round Table b. GDSM Asia Pacific Forum
※GDSM: Global Destination Sustainability Movement
- 2 - ○ Event Implications - Increasing the understanding and participation of global MICE workers through lectures and discussions amongst domestic and international experts - Establishing networking opportunities with various international MICE destination experts - Leading new innovations related to MICE destinations and strengthening urban competitiveness as well as opportunities to revitalize ○ Detailed Schedule - Day 1: 25 Aug, 2021(Wed), 09:00~17:30 ① International Destination Competitiveness Forum ◦ Hybrid Event (Offering both online and offline participation) ◦ Language: Offering both Korean and English (Concurrent Translation) ◦ Offline Location: Grand Ballroom, KINTEX ◦ Program
Program Schedule Information
09:00~09:20 Registration
09:20~09:40 Opening Ceremony
Sustainability & The City Speaker: Jeffrey Sachs(Professor, Columbia Univ.) 09:40~10:40 Keynote Moderator: Kim Won-soo(Chair, International Advisory Board, Yeosijae.) Kim Chul-won(Professor, Kyung Hee Univ.) MICE Industry Prospects after 10:45~12:05 Session 1 the COVID-19 Pandemic International Speaker: Oscar Cerezales(CSO, MCI Group) Destination 12:05~13:05 Lunch Competitiveness MICE & The City: Legacy & Impact Forum 13:10~14:30 Session 2 Speaker: Kai Hattendorf (President, Joint Meeting Industry Council)
Tourism Tax & DMO 14:35~15:55 Session 3 Speaker: Signe Jungersted(CEO, Group NAO)
15:55~16:10 Coffee Break
MICE & Digital: Metaverse in MICE 16:10~17:30 Session 4 Speaker: Min Munho(CEO, Awesomepia)
- 3 - - Day 2: 26 Aug, 2021(Thr), 10:00~17:30 ① Asia Destination Round Table ◦ Event Subject: MICE & City Competitiveness ◦ Host: Goyang City / ICCA ◦ Organizer: Goyang Convention & Visitors Bureau / Gaining Edge ◦ Virtual Webinar(Online Streaming) ◦ Language: Offering both Korean and English (Concurrent Translation) ◦ Program
Program Schedule Information
10:00~10:10 Opening
Adding Value to Convention Through Legacy 10:10~10:30 Speaker: Amelia Roziman, CEO, Sarawak
Destination Kobe for Change Makers 10:30~10:50 Marketing Speaker: Lance Ferguson, Assistant Manger, Kobe CVB & Asia Destination Branding Presentation Round Table Destination Competitiveness Strategy to Asia Leading MICE Destination, Goyang 10:50~11:10 Speaker: Heo Jun, Professor, Dongduk Women’s University
Education Destination Branding & Your MICE Business 11:10~13:20 Workshop Moderator: Gary Grimmer, Chairman, Gaining Edge
13:20~13:30 Closing
② Global Destination Sustainability Movement Asia Pacific Forum ◦ Virtual Webinar(Online Streaming) ◦ Language: Offering both Korean and English (Concurrent Translation) ◦ Program
Program Schedule Information
15:00~15:20 Welcome / Meet & Greet
GDSM Asia Pacific Forum The Future We Want 15:20~15:40 Session Speaker: Ed Gillespie(Director, Greenpeace)
- 4 - The Regenerative Revolution 15:40~16:00 Speaker: Guy Bigwood, Managing Director, GDSI, Noah Joubert, Head of Communications, GDSI
From Index to Leadership(Goyang) 16:00~16:10 Speaker: Peter Lee, Managing Director, Goyang CVB
The Power of Storytelling (Getting to the Heart of 16:10~16:30 Sustainability) Speaker: Melissa Baird, Communications, GDSI Workshop
Destinations in Transition 16:30~17:10 Moderator: Guy Bigwood, MD, GDSI Candidate cities: To be determined (2~3 Cities)
From Strategy to Impact 17:10~17:25 Speaker: Genevieve Leclerc, Co-founder, #Meet4Impact
17:25~17:30 Closing
- 5 - IIII Goyang Destination Week 2021 Speaker Lineup
International Destination Competitiveness Forum 2021 Jeffrey Sachs
Schedule: Keynote Role: Speaker Subject: Sustainability & The City Profile: Professor, Columbia University - Specialization: Sustainable & Economic Development - Advisory Committee of SDG and MDG for UN - Ban Ki-moon Centre Board of Director - Time Magazine’s 100 Most Influential World Leaders (2004, 2005)
Kim Won-soo
Schedule: Keynote Role: Moderator Subject: Sustainability & The City Profile: Professor, Yonsei University - Previously UN Vice Secretary-General - Specialization: International Law, International Politics
Kim Chul-won
Schedule: Keynote Role: Moderator Subject: Sustainability & The City Profile: Professor, Kyung Hee University - Specialization: Convention, International Tourism - Affiliation: Department of Convention & Exhibition Management
- 6 - Oscar Cerezales
Schedule: Session 1 Role: Speaker Subject: Post COVID-19 Prospects Concerning the MICE Industry Profile: Chief Strategy Officer, MCI Group - Specialization: MICE Strategies, Marketing, Events
Kai Hattendorf
Schedule: Session 2 Role: Speaker Subject: MICE & The City: Legacy & Impact Profile: President of Joint Meeting Industry Council (JMIC) - Managing Director/CEO, Ufi(Concurrent) - Specialization: International Association, Digitization of Communications & Marketing
Signe Jungersted
Schedule: Session 3 Role: Speaker Subject: Tourism Tax & DMO Profile: CEO & Founding Partner, Group NAO - Specialization: Leadership, Strategic Communciations, Innovative Development and Etc.
Munho, Min
Schedule: Session 4 Role: Speaker Subject: MICE & Digital: Metaverse in MICE Profile: CEO, Awesomepia - Adjunct Professor of Sungkyunkwan University, Graduate Schoole of Culture Management - Specialization: XR Convergence & Metaverse
- 7 - Asia Destination Round Table 2021
Amelia Roziman
Schedule: Presentation 1 Role: Speaker Subject: Adding Value to Convention Through Legacy Profile: CEO, Business Events Sarawak - Specialization: Branding, Marketing, PR
Lance Ferguson
Schedule: Presentation 2 Role: Speaker Subject: Kobe for Change Makers Profile: Assitant Manager, Kobe Convention & Visitors Bureau - Specialization: MICE, Event Planning
Heo Jun
Schedule: Presentation 3 Role: Speaker Subject: Destination Competitiveness Strategy to Asia Leading MICE Destination, Goyang Profile: Professor, Dongduk Women’s University - Specialization: Global MICE Industry
Gary Grimmer
Schedule: Education Workshop Role: Moderator Subject: Destination Branding & Your MICE Business Profile: Chairman, Gaining Edge - Chairman of DI’s Board of Directors - Advised over 100 countries regarding National Level Support Projects
- 8 - GDSM Asia Pacific Forum 2021 Guy Bigwood
Schedule: Education Workshop Role: Moderator Subject: Destination Sustainability Profile: Managing Director, GDSM (Global Destination Sustainability Movement) - Specialization: Sustainability Programs with Respect to City, Government, Enterprise & Association - Previously Managing Director of MCI Group
Ed Gillespie
Schedule: Session 1 Role: Speaker Subject: The Future We Want Profile: Director, Greenpeace - Founder of Futerra(Sustainability Branding Agency) - Specialization: Environment Campaign, Communications
- 9 - IIIIII International Destination Competitiveness Forum Panel Member List Up
Division Role Name Title Affiliation Sustainability & the City Jeffrey Sachs(Professor, Columbia University) Keynote Moderator Kim Won-soo Professor Yonsei University Panel 1 Kim Chul-won Professor Kyung Hee University MICE Industry Prospoects after the COVID-19 Pandemic Oscar Cerezales(CSO, MCI Group) Korea MICE Convergence Moderator Jin Hong Seok President Leaders Forum Panel 1 Son Jung Mi Head MICE Impact Research Institute Session 1 Panel 2 Sam Lee CEO Smart DMC
General Panel 3 Ha Hong Kook Korea MICE Association Director Cooperative Panel 4 Jo Deok Hyun Korea Tourism Organization Member MICE & The City: Legacy & Impact Kai Hattendorf(President, Joint Meeting Industry Council) Moderator Yoon Yoo Sik Professor Kyung Hee Univserity General Panel 1 Kim Sung Tae Daegu CVB Director Session 2 Panel 2 Yoon Young Hye Professor Dongduk Women’s University Representa- Panel 3 Pano Chung Member of Goyang City Congress tive Vice Panel 4 Kim Eun Jin Goyang Research Institute Researcher Tourism Tax & DMO Signe Jungersted(CEO, Group NAO) Moderator Yoon Eun Joo Professor Hallym University Panel 1 Jo Jin Hoon Team Leader Jeju CVB Gyeonggi-do Council Session 3 Panel 2 Kwon Rak Yong Congressman (Gyeonggi MICE Forum President) Panel 3 Lee Byung Cheol Professor Gyeonggi University Daejeon International Marketing Panel 4 Han Hee Jung Team Leader Enterprise MICE & Digital: Metaverse in MICE Min Munho(CEO, Awesomepia) Moderator Hwang Hee Kon Professor Hallym University Session 4 Panel 1 Kim Jee Hyun Team Leader Seoul Tourism Organization
Panel 2 Kim Min Hye Team Leader Incheon CVB
- 10 - Panel 3 Jae Hyun Kwon CEO Olim Planet Panel 4 - To be announced
- 11 - ※ Goyang Destination Week Background Information
○ Goyang Destination Week Overview - Event Name: Goyang Destination Week - Host: Goyang City - Organizer: Goyang Convention & Visitors Bureau - Theme: Sustainable MICE City Development - Purpose: By leading new innovations concerning MICE destinations and finding new opportunities to revitalize urban competitiveness and local economy, it strives to be renown as a leading MICE event - Location: Goyang City Region - Scale: Approx. 500 Participants - Target Participants: MICE Industry Workers, Global Urban Marketing - Basic Structure: MICE International Goyang Destination MICE Destination Support Event Week Platform
○ Programs
Sort Major Programs - Consisted of keynote & subject lectures and panel International discussions Destination - MICE competitiveness equals city competitiveness Competitiveness Forum - Suggestions for general improvements of MICE destinations - Domestic and global DMOs gathering to exchange MICE Asia Destination informations of MICE destinations related strategies Focused Round Table - Striving for joint growth, benchmarking opportunities, Programs and cooperative networking - Information on awareness and practices of sustainability GDSM Asia Pacific features of economic development, social responsibility, and Forum environmental protection - Fostering a sustainable MICE ecosystem MICE - 2018: Knowledge Management Society of Korea Fostering - 2019~2021: Korea Association Day(Goyang’s Local Specialization Convention) Platform
- 12 - ○ Event Background and Directions
Division Industry Status Demands - 4th industrial revolution era led by AI, robot technology and buyer skills - Global Economic Knowledge Trend Setter Global - Emergence of new technologies - Need for platform for introducing new through the fusion of individual knowledge techniques - Borderless competitive environment - Limitations of manufacturing and export oriented structure - Transition to knowledge·service - Practical preparation for the transition to Korea based industry knowledge based industry - Transition of economic policies focusing from large coporations to SMEs - Goyang’s leading industry: IT, broadcasting, MICE and culture - Equipped for the explosive increase in - Continuing development of Korean knowedge demands Goyang Silicon Valley - Development of knowledge-based service - Changes of Goyang’s industrial and personal networking landscapes: GTX and MICE integrated facilities
○ Event Characteristics
Triple Helix Event consisted of city government – MICE organizers – Knowledge Convergence Conference and the MICE industry Triple Helix Event
Knowledge Sharing Platform
Regional Customized Contents
International Networking Scene
MICE Event that Represents Goyang
- 1 - ○ Goyang Destination Week Event Tasks
○ Goyang Destination Week History
Year 2017 2018 2019 2020
‘Exploring Competitive Asia’s MICE “Sustainable MICE Destination Recovery Advantage for 2nd Market - Destination, Finding and Business Unusual Subject Tiered MICE Future Winners Answers on the – The New Normal Destination’ and Losers Field” post COVID-19 - Developing & Branding Strategies
90 Participants 237 Participants 255 Participants 433 Participants (4 Nationality, (9 Nationality, (11 Nationality, (18 Nationality, Scale 6 International 8 International 9 International 67 International Participants) Participants) Participants) Participants)
- 2 -