MICE
What is MICE?
MICE is an acronym for Meeting (corporate meetings), Incentive Travel (incentive and training trips),
Convention (byinternational organizations and academic groups) and Exhibition/Event (including trade fairs). It
refers to business events that bring many people together.
Source: Japan Tourism Agency official website
The Significance and Major Impacts of MICE
01 Economic Impact on the Region
- Consumption expenditures by organizers, exhibitors, participants, etc. through the hosting of MICE events have a large economic ripple effect centered around the hosting region.
- The events generate higher economic impact than leisure purposes (general tourism).
Examples of Congrès Operations
“Support Noto: Emergency Aid Charity Concert” at the Nagoya Congress Center
Revitalization of Saga Prefecture and Saga City through an Ice Show at SAGA Arena
“The Emperor’s Parade (Special Edition) Emperor and Empress Costume Exhibition” at Dejima Messe Nagasaki
02 Creation of Business and Innovation Opportunities
- Expanding networks and sales channels by leveraging opportunities provided by international conferences and exhibitions.
- Creating opportunities for collaboration with global companies and fostering exchanges with leading researchers worldwide.
- Deepening recognition and understanding of Japanese technological prowess, products, and services through hands-on experience of incentives, thereby promoting the purchase of Japanese products and fostering regional industrial development.
Examples of Congrès Operations
“IDEA PITCH CONTEST” for services to be introduced at Port Messe Nagoya.
Demonstration experiment, proposal presentation & exhibition at “MICE Innovation Society.”
03 Enhancing National and Urban Competitiveness
- Global city rankings (e.g., number of international conferences).
- Enhancing urban competitiveness through network building via MICE.
04 Leveling of Exchange Population
- Tourism (holiday type) General tourism events are often held on holidays.
- MICE (weekday type) Many MICE events are held on weekdays for business purposes.
05 Legacy
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Through the hosting of MICE events, a legacy effect emerges that brings positive impacts to a wide range of
stakeholders over the medium to long term.
(Examples of Legacy Effects)
Entire Region: Improvement of transportation infrastructure, enhancement of the natural environment, and increased public safety.
Private Organizations: Increased sales, new business partnerships, and the development of new products.
Educational and Research Institutions: Initiation of joint research projects with international researchers, and interaction between participants and local children.
Government Organizations: Networking with foreign governmental bodies, accumulation of MICE hosting expertise (leading to an increase in events).
Local Residents: Development of new knowledge and skills, new community activities, and fostering attachment and pride in the local area.
Examples of Congrès Operations
Calligraphy by High School Students & Declaration by Elementary School Students at “G7 Sapporo Ministerial Meeting on Climate, Energy, and Environment.”
“SDGs Action Fiesta” at Westa Kawagoe: Stage Performances and Workshops by Local High School Students.
(Based on the Japan Tourism Agency’s “Significance of MICE” from April 2023)
Congrès Inc. and MICE
Creating Fora for New Ideas
- Congrès Inc. provides comprehensive MICE business from various perspectives, including organizers, operators, and venues.
- The definition of “fora” where the future is born has been expanding rapidly, encompassing not only physical locations and venues but also various fields such as academic disciplines and industries, and even cyberspace, which has gained significant importance as a “fora” through the COVID-19 pandemic.
- During the pandemic, we actively worked with diverse industries and fields, driving innovation in MICE.
The Expanding Role of MICE Business
MICE is utilized as a “strategic implementation tool” in various scenarios, and the President of Congrès, TAKEUCHI Noriko, has undertaken diverse roles across industry, academia, and beyond.
- Vice Chair of Keidanren’s Board of Councillors (4 years (June 2020 - May 2024))
- The Chair of Keidanren’s Committee on Tourism
- Member of the Transport Policy Council, Ministry of Land, Infrastructure, Transport and Tourism
- Concurrent post: Member of the Tourism Subcommittee and the Land Transport Subcommittee (Automobile Section)
- Director, Osaka University (part-time)
MICE and Sustainability (SDGs)
Congrès aims to contribute to the realization of a sustainable society in its MICE-related business and corporate activities by identifying materialities (priority issues).