Can you please introduce yourself and share a bit about your background and your role as the executive director of JNTO? My name is Mariko Tatsumi. I was recently appointed as the executive director of Japan Convention Bureau (JCB), which is a division of Japan National Tourism Organization (JNTO). I am really passionate about tourism and how it brings people and new ideas together. I feel very lucky to have been able to work in both leisure travel and the business events industries for the last 20 years.
Previously, I was executive director at JNTO’s Frankfurt and Sydney offices. Getting to market Japan whilst living in such exciting places gave me a lot of insight into destination marketing. For a time, I was seconded to the Japan Tourism Agency where, as a MICE specialist, I launched Japan’s MICE marketing strategy.
Leading from that I also led MICE branding campaigns for the Japan Convention Bureau. I am excited about the new experiences and opportunities to meet new people. Drawing on the expertise of our MICE team I am confident that we will be able to strengthen Japan’s position as a business events destination in the upcoming years.
How would you describe the current MICE landscape in Japan? There is a lot of enthusiasm throughout the country about how it will continue to develop, with many cities and facilities investing in upgrading offerings and looking to attract meetings and events. 2023 was an impressive year for tourism to Japan: we saw an increase in visitor numbers and record-highs in tourist spending.
For incentive travellers, Japan provides high-quality services and offers extra-special experiences. With the option of planning unique Japanese activities like eating famed local cuisine, trying martial arts, attending meetings in traditional Japanese venues (Zen temples, shrines, castles), or even having outdoor adventures at snow resorts – it’s not a surprise that Japan is gaining popularity.
Japan has always been on the bucket list for incentive travel organisers. The recent depreciation of the yen has provided another reason make the wish a reality by hosting events and meetings in Japan. Despite the impact of the pandemic Japan ranked seventh in the world for number of international conferences and first in Asia in 2023, according to ICCA statistics. There is growing momentum to host international conferences in Japan.
Can you outline JNTO’s MICE strategy for the next few years? What key initiatives or programmes is JNTO implementing to enhance Japan’s attractiveness as a MICE destination? In the Government of Japan’s action plan for expanding inbound tourism, we were given the goal of cementing an unshakeable position as the number one destination in Asia for hosting international conferences. We were also challenged with breaking into the top five in worldwide rankings by 2030.
To achieve these ambitious goals, JNTO, together with local convention bureaus, PCOs and others, are focusing on supporting activities to attract international conferences through an all-Japan cooperative framework. Next year the World Expo 2025 will be held in Osaka and is expected to draw more attention to Japan and leave a lasting legacy. We are also taking this opportunity to develop promotions that tie into the Expo 2025, attracting MICE events to Japan.
Street in Namba district, OsakaOne of Japan’s strengths is that outside of the main cities, there are many regional cities that are also well suited for hosting MICE events. Since these cities are not as well-known, we are actively promoting them as they offer attractive options of their own.
Why are international events crucial for Japan’s tourism and economic growth? On the face of it we have seen how international events contribute directly to an increase in tourist spending in Japan. But really the crucial effects go much further than that, as they contribute to revitalising local economies, enhancing international brand power, expanding business opportunities and facilitating international connections.
Hosting international events is also highly significant as a pathway for holistically showcasing the appeal of Japan and its strengths in tourism, technology, academia and industrial sectors.
Why is it important for JNTO and other Japanese organisations to participate in international event trade shows like IBTM World? International event trade shows like IBTM are a fantastic opportunity for us to showcase the appeal and strengths of Japan’s MICE cities and event facilities, since they bring together so many MICE organisers from all over the globe into one place.
Face-to-face meetings at these events give JNTO and our stand partners the opportunity to ask detailed questions about the key points for a proposed event and understand the needs of both the organiser and their delegates. This back-and-forth process allows us to put together much more concrete proposals resulting in many instances of organisers deciding to host their events in Japan.
While Tokyo and Osaka might be the first destinations to come to mind for organisers, there are many cities in Japan that are primed for hosting MICE events. Of these regional cities, 15 of them are featured in ICCA’s Asia-Pacific ranking. We believe that it is very important that we participate in IBTM, and other trade shows every year so that we can continue to create and develop long term relationships with organisers.
If you are planning on attending IBTM this year, we hope that you will stop by the JNTO stand to have a chat with us or one of our stand partners!
Gion, Kyoto, one of Japan’s best-known geisha districtsHow is JNTO incorporating sustainability into its MICE strategy and initiatives? JNTO considers sustainability, in all its facets, to be an important part of Japan’s meetings and events industry. Given our role, our strategies focus on promoting local sustainability initiatives, providing education and training for people working in Japan’s MICE industry, and providing advice to meeting planners wanting to make their events more sustainable.
We have created a page on our MICE website featuring information on Japan’s initiatives for sustainable business events. Alongside promoting Japan’s overall strengths in sustainability, we also showcase the sustainability initiatives of 15 leading Japanese cities in our Sustainable Japan e-book.
In our role supporting Japan’s MICE industry we provide seminars and training programmes to MICE facilities and organisations on sustainability, including leading case studies from outside Japan. Lastly, we are strengthening our efforts to communicate information about Japan’s sustainability initiatives to MICE organisers around the world so that they can create more sustainable events. As part of this we have made available the first version of Japan Travel Agency’s CO2 Emissions Calculator on our website.
What new venues, infrastructure or technologies are being introduced to enhance the MICE experience in Japan? We have had many new conference facilities open all over the country in recent years. These include Aichi Sky Expo, Dejima Messe Nagasaki and Light Cube Utsunomiya. Next year we will see the opening of TAKANAWA GATEWAY Convention Center, located only 17 minutes by train from Haneda airport in Tokyo.
Planners can also expect Japan’s existing international conference facilities to continue to improve and upgrade their facilities. Tokyo and other cities are currently testing the impact of new technology at select MICE events ahead of broader adoption. Looking to the future, the national parks in Japan will be opening to various hotels, making it possible for business events to experience the rich natural environment of Japan.
Which key economic sectors in Japan are vital for attracting events and conferences? How does JNTO leverage these sectors to draw international events to Japan? For attracting international conferences, we take a dynamic approach that focuses on working with and supporting researchers in scientific fields where there is currently a lot of investment.
We are also planning on a tailored approach where we look at attracting international conferences and events that specifically match the academic and industrial sector strengths of the major cities in Japan. Click here to see the key features of each major city in Japan.
In your opinion, what makes Japan a unique and compelling destination for international meetings and events? I think Japan’s world-renowned hospitality, high-quality services, and exceptional infrastructure offer MICE organisers true peace of mind as they can be sure that their event will be a great success.
I could go on at length, but I think being able to tap into the expertise present in our universities and industrial sectors is a big draw and when you couple that with Japan’s thought-provoking unique traditional culture, rich cuisine, and breathtaking natural scenery you can really see why Japan makes such a great place for meetings and events. Please see our website for even more reasons for why you should be holding your next international meeting or event in Japan: https://www.japanmeetings.org/why-japan/reason-to-choose-japan/
