PyeongChang Olympics and MICE Industry PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games
Contents I. PyeongChang 2018 Overview II. III. Remarkable Results Case Study: Host Cities of the Winter Games IV. Post-Games Strategy and MICE Industry
Ⅰ. PyeongChang 2018 Overview
Games Overview Period 9 Feb ~ 25 Feb 2018 (17 Days) 9 Mar ~ 18 Mar 2018 (10 Days) Location PyeongChang Mountain Cluster (7 Venues) Gangneung Coastal Clurster (5 Venues) Events 7 Sport 15 Discipline 102 Events 6 Sport 6 Discipline 80 Events
Symbols of PyeongChang 2018 Slogan Emblem Mascot Olympics ㆍ ㅍ, ㅊ are initial consonants of the word PyeongChang ㆍ Snow and ice ㆍ Star athletes of winter sports 수호랑 Soohorang Guardian Animal of Korea (White Tiger) Sooho to protect Athletes Participants Spectators rang Ho-Rang-I Jeongseon Arirang 반다비 Bandabi Paralympics Representative animal of Gangwon Province (Moon Bear) Symbol of Will and Courage Banda Half moon ㆍ The disabled and the non-disabled ㆍ Athletes and spectators ㆍ Game with people from all over the world Bi To celebrate the competition
Vision and Mission Bring out balanced financial state Drive successful marketing strategies Realize low-carbon Green Olympics Pursue ecological continuity Athlete-Oriented & Competition-Centered Build facilities to enhance athletes performance Secure spectators accessibility Provide sufficient accommodation Spread the ripple effect on cultural and tourism industries Develop sustainable cultural legacy Implement spirit of peace Secure the complete security The world s first 5G Games Language barrier-free Games 8
Ⅱ. Operation and Remarkable Results
1 Greatest Scale in Winter Games History Olympics Paralympics Category 2018 PyeongChang 2014 Sochi 2018 PyeongChang 2014 Sochi Medal Event 102 98 80 72 Participants 2,920* from 92 nations 2,780 from 88 nations 567 from 49 nations 547 from 45 nations OBS Production Hours 5,027 3,521 320 300 Head of State level Dignitaries * 31 from 26 nations UN Secretary General, President of UN General Assembly visit 29 from 20 nations Percentage of female athletes: 41.5%(1,212), record-high in Winter Games - (Le Monde) the Games is a new step of journey towards gender equality
2 Best Results in Sales ㆍ Record Ticket Sales Category Olympics Paralympics Ticket Sales (% of sales target) 1.07 million (100.9 %) 346 thousand* (157.2 %) Sales Revenue 157.4 billion KRW 6.99 billion KRW * Tickets sold-out: Olympics Opening Ceremony, Curling, Short-track Speed Skating, Speed Skating, Ice Hockey (Women s) Spectators: 1.41 million (OG), 740 thousand (PG) Olympic Plaza and Olympic Park: 470t (OG), 100t (PG) Record: 25 Olympic Best, 3 World Best ㆍ Sochi 2014: 11 OB ㆍ Vancouver 2010: 21 OB, 2 WB 11
3 New Horizons of Cultural Olympiad Everyday Culture and Festival ㆍ 80 programs/day, total 1,200 cultural programs operated during Olympics (830 thousand visitors) ㆍ 600 cultural programs, attracting 130 thousand visitors during Paralympics - Light-themed arts exhibition: PAIK Nam-june, LEE Jung-seob, KIM Whanki - Performance of holders of Intangible Cultural Properties, bell-ringing experience - Various open stage performance, parade The Great Journey of Soohorang - Performance of Korea National Opera, Nanta, etc.
3 New Horizons of Cultural Olympiad Livesite ㆍ Bringing the 2002 World Cup street cheering again ㆍ Host cities(pyeongchang, Gangneung, Jeongseon) and 17 major cities nationwide - K-POP (PSY, G-Dragon, etc.) 3D hologram concert (170 times) - Winter sports VR experience, concerts, etc. Host City Programs ㆍ Host city programs planned and operated in order to spread culture of Gangwon province and festival around the area, attracting 400 thousand visitors - Creative programs utilizing nature i.e. Gyeongpo Beach, pine forest/ K-POP performance, etc. Cultural Olympiad with K-Wave and Culture of Gangwon
4 State-of-the-art ICT Olympics The First Olympics Realizing 5G Technology ㆍ 5G BUS, 360 VR, Omni-view(real-time presentation of the competitor), hologram, etc. ㆍ IoT service, mobile application(event schedule, etc.) Olympics with Robots ㆍ Robot fish, information providing robots, beverage serving robots, etc. (85 robots, 11types) ㆍ Drones, UHD live Olympics without Language Barriers ㆍ Offering real-time translation of 8 languages (English, Japanese, Chinese Mandarin, French, Spanish, German, Russian, Arabic) ㆍ BBB interpretation service (19 languages, 4,500 volunteers) (2.19) : 5G is helping make PyeongChang the most high-tech Olympics ever
5 Stepping Stone for Peace in the Peninsula Realizing Peace Olympics with the Participation of the North ᆞParticipation of DPRK: North and South Korea marching together in the Opening Ceremony, the first team Unified Korea in Olympics (Women s Hockey) - Olympics: Largest delegation (22 athletes, 229 cheerleaders, 27 officials, etc.) - Paralympics: First participation (2 athletes, 4 officials, etc.) PyeongChang Olympics Paving the Way to Peace in the Peninsula, Resulting in Inter-Korean Summit(27 Apr) and US-North Korea Summit (12 Jun)
5 Stepping Stone for Peace in the Peninsula Despite concerns from the global community about the tensions in the Korean Peninsula PyeongChang Winter Games has become a turning point to turn the situation from tension to peace Inter-Korean exchange started from the Olympics, leading to Inter-Korean Summit and US-North Korea Summit PyeongChang Winter Games (Feb~Mar 2018) Inter-Korean Summit (27 Apr 18, Peace House, South) (26 May 18, Tongilgak, North) US-North Korea Summit (12 Jun 18., Singapore) Bringing Peace Beyond PyeongChang, Korean Peninsula, North-East Asia, and to the World
6 Realizing Peace Olympics (Participation) Unified Korea Women s Ice Hockey Team, Marching Together in the Opening Ceremony, Cheerleaders from South and North Korea Reports from IOC Foreign Media IOC President Pope Francis Associated Press Xinhua, China The Guardian A great example of this unifying power is the joint march here tonight of the two teams from the National Olympic Committees of the Republic of Korea and the Democratic People s Republic of Korea. PyeongChang Olympics showed that sport can build bridges between countries in conflict and give a valid contribution to peace In an extraordinary show of unexpected unity, North and South Korea sat side by side under exploding fireworks that represented peace, not destruction, as the 2018 Winter Olympics opened on a Korean Peninsula riven by generations of anger, suspicion and bloodshed. A unified Korean women's ice hockey team has won the hearts of millions, despite loss to the Sochi bronze winner Switzerland. Unified Korean women's ice hockey team loses Olympic opener, but peace wins It was supposed to be a moment of celebration the first time in history that athletes from North and South Korea had played together in the Olympics. The sense of hope was not lost on others crowded into the bar.
7 Safe Olympics Blocking threats through international cooperation ㆍ Security activities receiving positive review from IOC, participating nations ㆍ Providing security know-hows to future OCOGs Intelligent CCTV, face-recognition system, etc. ㆍ Minimizing armed force, leading to Peace Olympics atmosphere USA Today - Armed forces were not visible, Police don t carry sidearms however the Games was safe, You can walk around at 1am or 2am and still be safe. IOC to film a documentary about the successful case of Korea, providing to the next host country
8 Perfect, Flawless Operation Transportation 6,500 athletes and team officials, 55t operational workforce, spectators (1 million) 2,123 buses operating in 203 routes, 44 accessible buses, 139 wheelchair lifts 48 accessible buses and 295 wheelchair lifts used during Paralympic Period Transportation information application Go PyeongChang Accommodation 6 client group including IOC, IF, NOC, etc. (OG: 15,517room/44facility, PG: 2,027room/12facility) Call centre/information desk (165 workforce) The best service in Media Village in Olympics history (OBS)
8 Perfect, Flawless Operation Food & Beverage 300 facilities operation (with 4 thousand workforce) in competition Venues, Village, Olympic Plaza, etc. 150 facilities (2 thousand workforce) during Paralympics World Food and Culture Centre selling 112 dishes from 14 countries (50t visitors) Olympic Village PyeongChang: 600 unit/8 buildings, Gangneung: 922 unit/9 buildings Only PyeongChang Village operated during Paralympics (372 unit/8 buildings, 49%(182 unit) provided to wheelchair users) 180 chefs providing 406 menu in dining hall (24/7) 19 services in Village Plaza Media 6t broadcasters from 49 media working in IBC (OG: 5 thousand from 32 media, PG: 1 thousand from 17 media) 9 press conference/day at MPC (4 press conference rooms)
9 Opening and Closing Ceremony Beauty of Korea : Combination of Tradition and Modern Culture ㆍ Taegeuk Performance: Forming the symbol under the theme of harmony of the cosmos ㆍ White tiger, mythological creature Inmyeonjo from murals in old Goguryeo tombs, ㆍ Five children - each representing one of the elements(fire, water, wood, metal and earth) which according to Korean traditional belief make up the universe. ㆍ Bell ringing of Bell of Peace, Performance of Jeongseon Arirang
9 Opening and Closing Ceremony ICT Powerhouse Korea ㆍ Trial service of 5G, peace dove and Olympic Rings with 1,218 drones ㆍ Use of digital media: Gates of the Future (LED-emblazoned frames), etc. ㆍ Cheonsang Yeolchabunyajido (star map) utilizing augmented reality technology Cost-Efficient(66.8billion KRW) Overcoming Cold Wave ㆍ (2.3) -18 (2.7) -14 (2.9) highest 2, lowest -3 * SONG Seung-whan, Executive Creative Director: From 15 Jan, the weather was nice for just two days the days of the opening and closing ceremonies. Foreign Media ᆞReuters: Vivid, colorful ceremony of fire and ice ᆞDaily Mirror: Beautiful, amazing and incredible are just a few of the words being used to describe the launch of the Games in PyeongChang
10 IOC ㆍ IPC, Foreign Media ㆍ Thomas Bach IOC President: Perfect Winter Olympics POCOG is doing the operation work so well, no need for the IOC to intervene ㆍ Andrew Parsons IPC President: With more athletes, more countries, more media, more broadcasters and more spectators than ever before, you raised the bar for Beijing. ㆍ Sheikh Ahmad ANOC President: Through sport, the Unified Korean Olympic team sent out a message of hope to the world ㆍ Lisa Neirotti Olympic scholar, George Washington University professor: I would like to give A+ to the volunteers PyeongChang Olympics is operating well, Koreans should be proud of it ㆍ Toronto Star : The problem with PyeongChang is there aren t any problems ㆍ 84% Koreans: PyeongChang Games was a success, 70% Curling was the most exciting 70% (Gallup)
Ⅲ. Case Study: Host Cities of the Winter Games
Winter Games Case Lake Placid, USA (1932, 1980) - A small village with 3000 population, but turned into a Sport resort attracting 3 million visitors a year. - Ice competitions take place in summer, all sort of events and conference take place year long, utilizing the facilities after the Games - Local economy has vitalized continuously, tourism industry doubled after the 1980 Olympics
Winter Games Case Lillehammer, Norway (1994) - A town with 27 thousand population. - Surplus of 400 billion KRW per year after hosting the Olympics - Setting the stage for sustainable Games, theme: Green and White - Considering post-games use of venues from planning, effectively use of the venue Gjøvik Olympic Cavern Hall: Used as bomb shelters, concert hall after the Games Nagano, Japan (1998) - Contributed to development of Nagano by Shinkansen, expansion of sport facility, receiving positive outcomes from Nagano prefectural government and citizens
Winter Games Case Saltlake City, USA (2002) - Population: 190 thousand, sport-leisure tourism city by utilizing venues as legacy - Bobsled tracks used as bobsled experience facility (75$/person) - Creative ideas to attract visitors: building swimming pool below the ski jump centre, people can ski jump into the pool - Number of tourists quadrupled since 2002
Lessons Learnt from Previous Games Branding of Host Country and City Contents-oriented image creation as an international tourism attraction Culture, Tourism and Contents of Legacy Activate Use of ICT Various cultural events, festivals to realize ICT and Games facilities Strategy Development to Utilize Regional Assets in Tourism Strategic use of unique asset of the region and Olympic legacy Sustainable Management and Operation to Maintain Tourism Promotion Policy Continuous tourism promotion policy needed from pre-games to post-games phase
Ⅳ. Post-Games Strategy and MICE Industry
MICE Industry Promotion Policies on Korean MICE Industry 1979 ~ 1996 2003 ~ 05~ 14 2006 Support from Korea Tourism Organization (Fostering the industry by hosting international conference, etc.) Act on the Development of Exhibition Industry * Need of relevant law during preparation of ASEM meeting International conference organization established: 13 regions (Seoul, Gangwon, Daejeon, etc.) City for international conference selected: 11 regions (2005: Seoul, Busan, Daegu, Jeju / 2007: Gwangju / 2009: Daejeon, Changwon 2011: Incheon, 2014: PyeongChang, Gyeongju, Goyang Basic plan on fostering MICE industry(action plan on 20 tasks)
MICE Industry Promotion Policies on Korean MICE Industry 2009 MICE industry, selected as new growth engine industry 2013 Major task of Developing value-added tourism industry 16~ 17 MICE industry development plan (MCST) 2017 MICE marketing strategy developed (KTO)
MICE Industry Promotion Policy Vision to foster MICE industry (Ministry of Culture, Sport and Tourism, Feb 2017) (Goal) 1.8 million MICE visitors, industry scale to reach 5.5 trillion KRW in 2017 (3 strategies) Strengthening competitiveness / Developing industry / Paving ways for development (7 tasks) Strengthening marketing capability, expanding industry support, etc. Paving ways for development 1. Basis for Mutual Growth Fair Competition Agreement Improving Unfair Practices 2. Improving Regional System - Overall MICE Marketing Plan - Improving Regional CVB Evaluation System - Regional Convention Organizations Developing industry 3. Expanding Supports - Financial Support - Business Overseas 4. HR Development - Work-oriented Training System - Supporting Start-ups 5. Influence on Other Industries - Customized Program - Development of Unique Venue - Service Management, Analyzing Ripple Effects Strengthening competitiveness 6. Strengthening Marketing International Conference Incentive Tourism Business Meeting 7. Global Network Management - Management of International Conference Decision-makers - Reorganizing Korea MICE Expo - Operation of MICE mbassador
MICE Industry Status World MICE industry showing 7% growth every year, Korea marked as a MICE powerhouse, driving the growth World MICE Industry (Unit: billion$) MICE Industry Growth (data of 2016, compared to 2014) 1) Top 20 nations 5.5% 1,061 CAGR 7.1% 1,500 Europe USA Asia 5.3% 12.4% 15.0% Korea China Japan 20.1% 23.5% 21.7% 2012 2013 2014 2015 2016E 2017E Source: ICCA Statistics(ICCA website) Note: Based on number of meetings per country of top 20 nation of ICCA 0.0% 30.0%
MICE Industry in Korea Korea ranked 1 st for meetings held in 2016/2017 (5 th in 2012), UIA Maintaining the ranking of 13 th, ICCA [UIA] International Conference Status and Ranking of Korea [ICCA] International Conference Status and Ranking of Korea 3rd 4th 2nd 1st 1st 12th 17th 13th 13th 13th 12.6 2.23 1.93 2.2 2.2 2.2 7.5 9.5 6 5.9 635 636 891 997 1297 260 222 267 267 279 2013 2014 2015 2016 2017 Conference Market share(%) 2013 2014 2015 2016 2017 Conference Market share(%)
Mega MICE Events in Korea
Major Results of 2016~2017 Convention Project ㆍ World Forestry Congress(9t), International Geological Congress(5t) (16% ) ㆍ International Rotary Conference (21t) Meeting Incentive Business ㆍHosting business meetings ㆍSuccessfully hosting business meetings and events of incentive organizations including 4Life(1,300) ㆍ2017 Korea MICE Expo: 250 buyers from 26 nations 362 booths from 275 companies, 2,750 visitors
Four Seasons of Gangwon Province Gangwon Province, a Repository of Korea s Cultural Heritage Various Cultural Contents that show tradition of Korea: Woljeongsa Temple with 1400 years of history, Seongyojang House one of the major tangible cultural assets, Ojukheon House representing the construction style of the 1400s From No.1 Tourism Attraction in Korea to International Tourism Attraction ㆍ Asia s sports tourism mecca: Splendid nature and rich tourism attractions Mountain and Beach, Cool in Summer (PyeongChang), Warm in Winter (Gangneung) ㆍ 30 min from PyeongChang to Gangneung, Enjoy both the beach and mountains! Woljeongsa Temple Seongyojang House Seoraksan Mountain East Sea
Post-Games Strategy for MICE Industry Utilizing Olympic Legacy for Winter Sports Mecca Hosting various international, domestic sports events: Winter Asian Games, Youth Olympics, World Championship, World Cup, etc. Gangneung to grow as a main training area of ice sports in Asia based on fair competitiveness of the Korean team Operation of Winter sports experience program combined with tourism packages for people from tropical countries Operation of Winter Sports Academy for Youth (Elementary-, Middle-, High-schoolers and college students) Training area of summer sports due to low temperature of PyeongChang
Post-Games Strategy for MICE Industry Tourism Belt with Future Olympics Host Countries (Korea,Japan,China) Strengthening Tourism Competitiveness 2018 PyeongChang Winter Games 2020 Tokyo 2022 Beijing Winter Games North-east Asia at the center of attention due to hosting 3 consecutive Games Great opportunity to attract tourist to 3 nations, boosting development of all three countries Cooperation among Korea-Japan-China to build Olympics- Road
Post-Games Strategy for MICE Industry Develop PyeongChang to Become One of the Top Tourist Attractions Olympic tracking course development (PyeongChang) Resort/Chilling, (Gangneung) Youth and Romance, (Jeongseon) Leisure Sport Regular performance at Olympic Plaza(outdoor stage), festival tourism packages development to maintain the legacy of Cultural Olympiad Story telling that combines the culture and philosophy of Gangwon Winter Korean Food Spectator-centered sports tourism to transfer to sports experience based on digital technology(4d, Sportainment) Snow tourism(ski, etc.) targeting South-east Asian countries Tourists in PyeongChang County 4,952,928 5,582,646 3,959,047 2016 년 2017 년 2018 년상반기
Post-Games Strategy for MICE Industry Establishment of MICE Infrastructure After the Olympics PyeongChang selected as city of international conference (Tourism promotion and development fund support, priority in applying for hosting international meetings) KTX, enhancing accessibility (Seoul 60 min, Incheon Airport 90 min) Establishment of accommodation facility (average 36 thousand) Development of Daegwallyeong International Music Festival into an international festival * Korean Aspen Music Festival Before Olympics After Olympics Pyeong -Chang Gangneung 8.5 t 14 t 11 t 25t
Post-Games Strategy for MICE Industry Activating Hosting MICE Events in PyeongChang PATA Annual Meeting (May 2018), International Dance Organization Meeting (Aug 2018) International Society for Solid State Ionics Conference (Jun 2019), World University Cheerleading Championship (2020), AOGS, 2021 Vitalizing MICE industry in Olympics- Host city by hosting PyeongChang Peace Forum annually 35 30 25 20 15 10 30 Hosting Events 28 30 22 30000 25000 20000 15000 10000 19443 Participants 26217 23716 16900 5 5000 0 2015 2016 2017 2018(1~6) 0 2015 2016 2017 2018(1~6)
Thank you