EXCLUSIVE: Japan to Encourage MICE Visitors to Join Regional Activities

August 20, 2018

Tokyo- The Japan Tourism Agency plans to launch a model project to encourage foreign visitors to join regional activities, such as for environmental beautification and social welfare, Jiji Press learned Monday.

The project will target foreigners who come to Japan for MICE, an acronym for meetings, incentive travel, conventions and exhibitions or events, informed sources said.

The agency aims to carry out the project at several places in fiscal 2019 starting next April. It is considering securing necessary funds in its budget request for the year, the sources said.

Through the project, the agency hopes to provide good examples of community-based MICE programs, the sources continued.

Such programs are expected to help mitigate manpower shortages for community activities and generate opportunities for cross-cultural exchanges.

Increased exchanges with foreigners would help improve "omotenashi" hospitality services, making regional areas more attractive as MICE venues, the sources said.

Activities in the planned model project are likely to include assistance to campaigns to clean up local rivers and beaches, plant trees and make flower beds.

The sources cited a community-based MICE program held overseas in which MICE participants made sausages with local people with disabilities.

The agency sees demand for community-based programs among foreigners who visit Japan for MICE, following the spread of the concept of corporate social responsibility, the sources said.

It will seek concrete proposals from MICE host organizations, local municipalities and nonprofit organizations.

An experts panel set up by the agency has a target of increasing MICE-related annual spending, including drinking and dining expenses, by foreign visitors to 800 billion yen in 2030. Jiji Press