Busan wins 'Best Incentive Destination in Asia' at 2026 Stella Awards

Busan has won the Best Incentives Destination (Asia) award at the 2026 M&C Asia Stella Awards, a leading MICE industry awards program in the Asia-Pacific region, the Busan Tourism Organization said Wednesday.

The Stella Awards, held since 2015, recognizes outstanding MICE cities, organizations and facilities across Asia. Winners are selected through open nominations and votes from global MICE industry professionals. The program covers 28 categories across six fields: destination, MICE organiser, convention centre, integrated resort, meetings hotel and sustainability.

Busan was officially named the winner of the Best Incentives Destination (Asia) category at a ceremony held Tuesday in Kuala Lumpur, Malaysia, marking the city's first-ever win at the M&C Asia Stella Awards.

The Busan Tourism Organization has been running MICE city brand marketing since May, promoting Busan's capacity to host international conferences and its competitiveness as an incentive destination through online banner advertising on M&C Asia during the nomination and voting period.

The win reflects Busan's conference-hosting capabilities, its tourism infrastructure centered on the Haeundae International Convention Complex District, and its differentiated urban competitiveness.

An official at the organization said the Best Incentives Destination (Asia) award is expected to strengthen Busan's brand credibility as a destination for corporate meetings and incentive tourism, and to have a positive effect on future host-city marketing for international conferences and efforts to attract global events.