Tourism & MICE

What is “MICE Tourism”?

The tourism industry has significant economic ripple effects and job creation impacts, greatly contributing to the economic growth of Japan. MICE is broadly categorized under “tourism.” MICE tourism is a type of business travel where people go to different places for professional or educational events such as meetings, incentive travels, conventions, and exhibitions/events.

Tourism Promotion by Attracting MICE

Features of MICE

  • Predictable year-round demand
  • Conventions are less susceptible to economic downturns.
  • MICE participants are considered ‘quality visitors.’
  • High rate of repeat attendance
  • Continuation of events through online platforms even during the COVID-19 pandemic.

MICE: A Strategy Implementation Tool for Development as a Tourism Nation

  • Basic policies to strategically address the “Basic Plan for Tourism Nation Promotion” (3 years) decided by the Cabinet in March 2023:
    • (1) “Sustainable Tourism Destination Development Strategy”
    • (2) “Inbound Recovery Strategy”
    • (3) “Domestic Exchange Expansion Strategy”
  • The promotion of MICE is highlighted as one of the measures under the “Inbound Recovery Strategy” (2).
  • Goals related to hosting international conferences domestically:
    Percentage of international conferences held in major Asian countries Aim to be the largest host country in Asia (with over 30%) by 2025.
    Establish an unshakable position as the leading host country in Asia and achieve a top-five global ranking by 2030.

    • International Conference Statistics

    JNTO International Conference Statistics

    The Japan National Tourism Organization (JNTO) conducts surveys using its own statistical criteria, with the cooperation of local governments, convention bureaus, and national ministries and agencies across Japan. Each year, JNTO publishes statistics on the number of international conferences held nationwide, as well as the number of international participants visiting Japan to attend these conferences.



    Number of Conferences by Country (2024)


  • The total number of international conferences worldwide recovered to 11,099, approximately 76% of the pre‑COVID‑19 level (14,606 conferences in 2019).
  • Among the world’s top 10 countries, Japan recorded the highest year‑on‑year growth rate, increasing by 18% from 363 conferences in 2023 to 428 in 2024, ranked 7th globally (same as the previous year).
  • Japan accounted for 33.4% of all conferences held in major Asian countries and regions, ranked 1st (same as the previous year).
    ⋆Major Asian countries/regions: Japan, China, South Korea, Australia, Taiwan

    • Number of Conferences by City in the Asia‑Pacific Region (2024)


  • Sixteen Japanese cities ranked within the top 80, including Tokyo (4th, 97 conferences) and Kyoto (11th, 49 conferences).

What is MICE?