MICE, which is essential for revitalizing national and regional economies, is viewed with great anticipation in national growth strategies, tourism plans, and local government industrial promotion initiatives. In Asian countries in particular, it is being promoted as a national strategy, and attracting and hosting MICE events is indispensable for the sustainable growth of cities.
To maximize the economic ripple effects generated by MICE, JTB Tourism Research & Consulting provides comprehensive support across a wide range of areas—from formulating MICE strategies for companies and local governments, to conducting surveys to support those strategies, examining improvement measures for facility operations, and even creating manuals and conducting training programs for MICE talent development.
We also offer consulting services focused on inbound tourism demand. MICE serves as a powerful platform where people from both domestic and international markets gather to discuss and deliberate on diverse issues through communication, and to conduct evaluations and business negotiations. If we can attract and create MICE events with high media value, the host city will gain significant media exposure during the event period, contributing greatly to regional branding.
We leverage deep expertise in the MICE industry to support local governments and businesses—from assessing hosting capabilities (facilities, resources, and venues) and conducting demand-driven research to developing strategies and driving implementation.
We leverage research and analysis to help MICE facilities—including convention centers, integrated resorts, and arenas—define target segments and forecast demand.
Are you losing critical expertise with each transition of MICE managers? We develop talent with the capabilities to attract and host MICE events, and help build sustainable promotion frameworks.
MICE attraction often relies on individual experience, creating inconsistencies in approach. We establish a strategic, organization-wide framework by streamlining workflows and decision-making and developing tailored attraction manuals aligned with local conditions.
Management of the Research, Strategy Development, and Review Committee for Formulating a New MICE Strategy in Okinawa Prefecture
To identify potential demand for meetings and incentive travel at the Tsukuba International Congress Center, we developed a program that showcases cutting-edge science and technology, manufacturing sites in Ibaraki Prefecture, factories utilizing local resources, and venues for traditional culture, and are conducting promotional activities to attract new business.
Conducting surveys and analyses on MICE demand, current attraction efforts, and future prospects in the Greater Tokyo Area and within Tokyo itself, in light of changes in the market environment following the COVID-19 pandemic.
