Japan’s Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is a key sector in its tourism and business landscape. Known for its advanced infrastructure, world-class venues, and strong governmental support, Japan is a leading destination for international events. Cities like Tokyo, Osaka, and Kyoto are popular hubs, offering modern facilities and rich cultural experiences. The industry has seen steady growth, with sustainability and innovation being central to its development. Japan aims to position itself as a prime MICE destination, attracting high-profile conferences and events across various sectors, including technology, healthcare, and finance.
Lewis Ream, Convention Specialist at Japan National Tourism Organization, shared with Travel And Tour World that Japan’s MICE sector is focusing on sustainability, innovative event technologies, and creating more immersive cultural experiences to attract international business events, ensuring the country’s competitive edge in the global MICE industry.
What are the key factors that make Japan an attractive destination for MICE tourism, particularly for delegates from the USA?
One of Japan’s main strengths is its truly one-of-a-kind culture, combining an incredibly rich history and preservation of age-old traditions with cutting-edge innovation and modern, efficient infrastructure.
Japan has always been a popular destination for U.S. travelers, but particularly in the last year, U.S. tourism to Japan has exploded, with over 2 million travelers in 2023 from the U.S., setting a new record with a 18.3% increase from 2019 and marking a full rebound after the COVID-19 pandemic. To follow up on this rise in travelers, the Japanese and U.S. governments have designated 2024 the U.S.-Japan Tourism Year, which means that both governments will be making an active effort to strengthen two-way tourism between the two countries.
As a result, we believe it’s the perfect time for event planners to take advantage of this boom in popularity and host their events in Japan in order to maximize interest from delegates. Due to the weak yen, the U.S. dollar is currently very powerful in Japan, meaning that Japan is now also more affordable than it has ever been for U.S. delegates.
How does Japan’s business event infrastructure compare to other leading global MICE destinations, and what unique advantages does it offer?
One unique strength of Japan in regards to MICE is its diverse breadth of options for host cities. Japan has 12 cities that have been designated by the Japanese government as Global MICE Cities, which means that each of these cities has its own convention bureau, as well as convention centers and hotel properties with the capability of holding large events. Some of these convention centers, including Tokyo International Forum and PACIFICO Yokohama, are among the most notable in the world.
All 12 of the Global MICE Cities have their own local cultures and regional cuisines, and even in many cases very different climates, so event delegates can have a completely new experience and make new discoveries each time they visit.
Japan’s strength in infrastructure also manifests itself in its famously efficient transportation system, most notably its shinkansen, with its high-speed rail network. With the shinkansen, it is possible to traverse quickly and comfortably between all of Japan’s major cities, making it possible to hold an incentive trip or pre or post conference trip that spans multiple destinations.
What are the most popular cities in Japan for hosting incentive trips, and what unique experiences do they offer for corporate delegates?
Japan has many cities suitable for incentive trips, so in many cases, it is dependent on the preferences and needs of the specific group.
Okinawa, the southernmost prefecture off the coast of Japan and Japan’s most iconic beach destination, is very popular due to its tropical climate and unique culture. Unlike most other prefectures, Okinawa was originally an independent kingdom before being incorporated into Japan, so there are still many traces of the indigenous Ryukyu culture mixed in with mainland Japanese culture, along with elements of American culture brought in from military bases established after World War 2, and aspects of China and other Asian countries due to their proximity. In this sense, it is truly a melting pot, having formed a culture that is uniquely its own.
Hokkaido, the northernmost region in Japan, is another very popular destination for incentive travel, largely due to its beautiful sights, as well as its renowned seafood and local culture. In contrast to Okinawa, it has a very cold climate, and is known for its beautiful powder snow in the winter. Hokkaido has many of Japan’s most renowned ski resorts, especially in the area around the town of Niseko, making it a popular spot for delegates interested in winter sports or adventure activities.
Sapporo, the largest town in the Hokkaido region, is one of Japan’s 12 Global MICE Cities. As one of Japan’s most populous and most remarkable cities, Sapporo has great hotels and facilities capable of hosting large groups. It is also known for its fantastic food culture, from delicious fresh seafood only found in the north of Japan to its famous miso-based ramen and beer.
Kanazawa, in the Ishikawa prefecture in central Japan, is a city that we believe represents many emblematic elements of Japan that make it an exceptional choice for incentive travel. It is well-known for being a symbol of “old Japan,” with historical areas and attractions that maintain a feudal Japan architectural aesthetic and feel, such as Kenrokuen Garden, Kanazawa Castle, and the Nagamachi samurai district.
At the same time, Kanazawa is also known for more contemporary attractions that highlight its importance as an artistic center, with museums like the 21st Century Museum of Contemporary Art. In this way, Kanazawa demonstrates the best of both Japan’s past and its present and future, and is a great choice for those who want a city that feels distinctly Japanese.
As you can see through these examples, Japan offers a diverse range of options for incentive travel depending on the purpose of the trip, be it culture, history, nature, or unique experiences.
How has Japan’s MICE tourism sector adapted to the challenges posed by the COVID-19 pandemic, and what safety measures and now in place for international delegates?
During the COVID-19 pandemic, many planned international conferences were either canceled, postponed, or held entirely online. However, face-to-face meetings were still considered the best format to promote participant interaction, networking, and in-depth discussions on research topics, which are significant aspects of international conferences. As a result, many conferences were held in a hybrid format rather than solely online.
Additionally, during the pandemic, guidelines for holding safe and secure MICE events were formulated under the supervision of experts. These guidelines detailed specific measures to reduce infection risks, including implementing infection control measures in accordance with guidelines, as well as avoiding large gatherings by not holding welcome parties or gala dinners.
Instead of merely imposing restrictions on participants due to infection control measures, various efforts were made to provide maximum “omotenashi”, or hospitality. For example, instead of parties, participants were provided with luxurious bento- lunch boxes- and a variety of souvenirs such as sake and traditional Japanese sweets. Outdoor areas were prepared for participants to interact without crowding, and there were performances such as outdoor taiko drumming and magnificent fireworks displays.
Currently, JNTO is offering Visitor Information and Japan Safe Travel Information on our website and provides them to the host.
While some conferences are now held in a hybrid format, face-to-face meetings have become the norm again. For example, the International Conference on Robotics and Automation (ICRA), held in Yokohama this past May, set a new record with nearly 7,000 participants, surpassing initial expectations.
What role do cultural experiences and traditional Japanese hospitality play in enhancing the appeal of Japan as a MICE destination for US-based companies?
Because we find that Japan’s unique culture is one of its biggest draws for event delegates, we have no shortage of culturally immersive exclusive experiences available that allow attendees to learn about and understand Japanese traditions in an entertaining way.
One key way to incorporate Japanese tradition into an event is through the use of unique venues. Japan has many temples and shrines that can be used as event spaces, with stunning architecture and great historical significance. Other venues include traditional Japanese pleasure boats, high-tech light exhibits, and ryokans, which refer to traditional Japanese inns, often times with hot spring baths. All of these unique venues highlight significant aspects of Japan’s culture and allow for delegates to feel like they are having an authentic cultural experience.
Some common unique activities for team building include educational experiences, from lessons on how to properly conduct a tea ceremony, to sushi making classes, to arts and crafts lessons like lacquer painting or basketweaving. Japan also has many cultural performances available for conferences, including kabuki theater shows, a traditional form of entertainment that combines story with dance, or taiko drumming, a musical performance style.
Japan’s famous hospitality is certainly a benefit to hosting an event in Japan. Japan is known for its respect and attentiveness, emphasizing the importance of omotenashi, or welcoming hospitality, which comes across in the high quality of service seen in restaurants and hotels. Omotenashi is very apparent in Japan’s MICE industry, where events are carried out with smooth, high-quality execution, which we have received a lot of positive feedback on from past events. We believe that omotenashi is just another factor that makes Japan’s culture so unique and attractive.
Can you provide examples of successful incentive trips or business events held in Japan for American delegates highlighting the key elements that contributed to their success?
One notable event that was held in May of this year was the 2024 IEEE International Conference on Robotics and Automation, or ICRA 2024. For this particular international event, American delegates made up the largest percentage of attendees, with 1,406 American participants in the almost 7,000 total, followed up by Japan with 1,395 participants and China with 1,136. The United States also boasted the largest number of accepted papers, with 570 of the 1,760 total papers submitted by American participants.
ICRA has been the leading international conference in the field of robotics and automation since its inception in 1984, with its annual conference as its flagship event. The theme of this year’s conference was “CONNECT+”, representing a desire to build relationships and a collaborative spirit through tech. This played a part in Yokohama’s selection as the host city, because as a large port city and home to the first port to receive western traders, Yokohama has served in many ways as Japan’s connection with the world, just as ICRA 2024 aims to be the robotics field’s connection to other industries.
The event encompassed a wide variety of keynote talks, lectures, workshops, and forums under the CONNECT+ theme, along with robot exhibits by corporate partners and events that allowed attendees to experience elements of Japanese culture, such as calligraphy, traditional tea ceremonies, and kendama. Notably, a moving life-size statue depicting a Gundam- a robot from the eponymous Japanese science fiction anime franchise with a huge global cultural impact- was one of the event’s most popular features, representing Japan’s impact both in popular culture and the field of robotics and engineering with its cutting-edge technology and vision.
As a dynamic city and home to PACIFICO Yokohama, one of Japan’s greatest convention centers, along with great amenities and shopping centers, Yokohama is steadily establishing itself as one of Japan’s premier conference destinations.
What are the future trends and developments in Japan’s MICE tourism sector, and how are they expected to impact the demand from US-based corporate groups and delegates?
One major development that will continue to influence Japan’s MICE initiatives is sustainability, and the motivation to work toward fulfilling the UN’s Sustainable Development Goals, or SDGs. Sustainability has always been integral to Japan’s culture, with values like waste reduction and local production of goods being key elements of Japanese tradition. JNTO has recently published a webpage on the MICE website, found at japanmeetings.org, as well as a digital brochure, highlighting some of Japan’s main strengths in sustainability and introducing some of Japan’s major sustainability projects in the MICE industry in a variety of cities.
There are many incentive travel contents being developed, which can also be found on JNTO’s MICE website. These activities range from traditional activities like Zazen meditation under the guidance of monks at Enryakuji Temple, a historic temple on Shiga’s Mt. Hiei, which is meant to prioritize relaxation and peace, to adventure activities like hiking on Sakurajima, an active volcano in the Kagoshima prefecture, which showcases beautiful views and allows participants to learn about and explore southern Japan’s unique volcanoes.
Many of these experiences also have sustainability in mind, such as the tree-planting program for coral protection and growth on Ishigaki Island in the Okinawa prefecture, where participants can enjoy the beautiful Okinawa land while conducting activities that make a concrete impact on the nature of the island.
This page is updated often, so checking the site for new experiences and ideas is always a good idea when trying to find what is new in Japan.
In 2025, the World Expo will be held in Osaka, so we are looking forward to large-scale global events like this bringing a greater level of destination awareness and MICE business to Japan.
There are also many new hotel openings and new large-scale venues in Japan, reflecting growing inbound tourism demand for Japan and anticipation for the upcoming Expo. Many of these new hotels are new luxury properties, including the Six Senses Kyoto, which recently opened in April 2024, as well as the Four Seasons Hotel Osaka, which just opened in August 2024, and the upcoming JW Marriott Hotel Tokyo, set to open in 2025.
In 2025, the Takanawa Gateway Convention Center is set to open in Tokyo, and will become one of Tokyo’s most state-of-the-art convention spaces, offering multipurpose halls with capacity of up to 2,000 people. The convention center will be part of Takanawa Gateway City, East Japan Railway’s Urban development project that includes the newly opened technologically advanced Takanawa Gateway Station and an indoor park. Sustainability is a key element of the mission behind the project and the new convention center.
With projects like this that use innovative thinking to push Japan’s MICE industry further into a more sustainable future, Japan is among the countries at the forefront to push the industry to see brighter- and greener- days.
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