BUSAN, South Korea — Busan has solidified its reputation as a premier global hub for business tourism, winning the "Best Incentive Destination (Asia)" at the 2026 M&C Asia Stella Awards. The announcement, confirmed by the Busan Tourism Organization (BTO) on August 19, marks a significant milestone for the port city as it continues to elevate its status within the international MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. 

The M&C Asia Stella Awards, organized by the prominent regional MICE media outlet M&C Asia, is a highly regarded annual honors program that recognizes excellence in the Asia-Pacific meetings and events sector. Winners are selected through a rigorous process involving open nominations and votes from global industry professionals, spanning 28 categories across six fields, including destinations, convention centers, and sustainability initiatives. 

"This award is a testament to Busan's growing influence as a world-class destination for corporate travel and incentive programs," said an official from the Busan Tourism Organization. "It acknowledges the city's robust infrastructure, our ability to host large-scale international events, and the unique urban competitiveness that Busan offers."

A Hub of Infrastructure and Innovation

Central to Busan’s success is the Haeundae International Conference Complex (HAEVENUE). Designated by the Ministry of Culture, Sports and Tourism, this specialized MICE zone covers approximately 239,000 square meters and integrates high-end conference facilities, luxury accommodations, shopping centers, and entertainment venues. 

BEXCO (Busan Exhibition and Convention Center), the heart of the complex, has long served as the primary engine for the city's MICE activities. Having hosted landmark global events such as the APEC Summit and the ASEAN-ROK Commemorative Summit, BEXCO offers world-class facilities including dozens of meeting rooms, expansive exhibition halls, and an auditorium capable of hosting 4,000 delegates. The city is currently planning further expansions, including a third exhibition hall, to accommodate the increasing demand for large-scale international gatherings. 

"Work, Play, and Live" 

What sets Busan apart from other major Asian cities is its seamless integration of professional facilities with high-quality leisure experiences—a concept the city brands as "Work, Play, and Live." Incentive travelers visiting Busan can easily transition from a high-level corporate meeting at BEXCO to the scenic beauty of Haeundae Beach or the cultural depth of the Busan Cinema Center, the home of the prestigious Busan International Film Festival. 

The city’s "10-minute convenience" model, where top-tier hotels and hundreds of diverse culinary options are located within a short distance of the main convention district, makes it an exceptionally efficient base for business travelers who want to maximize both productivity and relaxation.

Future Outlook

The Busan Tourism Organization has been aggressively promoting the city's capabilities since May, utilizing targeted digital marketing campaigns to highlight Busan’s unique value proposition to global event planners. BTO President Lee Jung-sil emphasized that this award is more than just a trophy; it is a strategic asset. 

"This recognition will significantly bolster our credibility when bidding for future international events," said Lee. "We are committed to further expanding our global network and executing proactive marketing strategies to ensure that Busan remains an undisputed leader among Asian MICE cities."

As Busan continues to enhance its "bleisure" (business + leisure) appeal, the city is well-positioned to attract a greater influx of high-value corporate groups, further driving the growth of South Korea’s tourism and exhibition economy.