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 Reiwa 7 (FY2025). [Performance in Reiwa 1 (FY2019): 2nd in Asia (30.1%)]