Wednesday, November 17: "JTB Tourism Research & Consulting Travel Trends LIVE (Online)" to Be Held; The 5th Session's Theme Is "The Renewed Importance of Convention Bureaus: Leading Figures in MICE Attraction Discuss the Post-COVID MICE Industry"

JTB Tourism Research & Consulting Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; President and CEO: Hajime Nozawa) will host the 5th “JTB Tourism Research & Consulting Travel Trends LIVE (Online)” on Wednesday, November 17.The theme is “The Renewed Importance of Convention Bureaus: A Leading Figure in MICE Attraction Discusses Post-COVID MICE.” This session will feature a presentation by Ms. Kasuko Toda, General Manager of the Convention Division at the Tokyo Convention & Visitors Bureau (a public interest incorporated foundation).

MICE is an acronym derived from the initials of Meetings (conferences, training sessions, seminars), Incentive Tours (reward and invitation trips), Conventions/Conferences (conventions, academic conferences, and international meetings), and Exhibitions/Events (trade shows and events).Because MICE events generate higher per-person spending than general tourism, they have garnered attention as a strategy for promoting inbound tourism. At the same time, many cities have promoted MICE events in the hope that hosting them will spur innovation and strengthen the city’s competitiveness. In recent years, we have seen a trend not only in major cities but also in local governments establishing their own MICE strategies and working to attract MICE events that leverage their unique characteristics.

For this seminar, we are pleased to welcome Ms. Kasuko Toda, Director of the Convention Division at the Tokyo Convention & Visitors Bureau (TCVB), a leader in attracting MICE events. In her keynote address, she will discuss the current situation and challenges facing convention bureaus, presenting case studies of initiatives by the TCVB and cities overseas. With an eye toward post-COVID international competition, she will share key areas for convention bureaus to focus on and best practices.

In the subsequent panel discussion, we will explore what roles are now expected of convention bureaus and what preparations are necessary, given the increasing number of cases where overseas buyers are contacting convention bureaus for reliable venue information amid the COVID-19 pandemic. We will hear insights that will serve as guidance for convention bureaus and industry professionals in other cities.

1. Event Overview

1. Date and Time: Wednesday, November 17, 3:00 PM – 4:30 PM (90 minutes)
2. Location: Online (Zoom Webinar)
3. Capacity: First 500 registrants
4. Participation Fee: Free
5. How to Register: Please register using the dedicated form.

2. Agenda

1. MICE Industry Trends Related to This Theme (10 minutes) 
   Speaker: Kimie Kojima, Lead Consultant and Head of the MICE Strategy Office, Exchange Strategy Department, Consulting Division, JTB Tourism Research & Consulting Co., Ltd.
2. Part 1: Keynote Speech (40 minutes)
   “What Should Convention Bureaus Focus On in Light of Post-COVID International Competition?”
   Speaker: Ms. Kasuko Toda, General Manager, Convention Business Division, Tokyo Convention & Visitors Bureau
3. Part 2: Panel Discussion (40 min)
   “A Leader in MICE Attraction: The Tokyo Convention & Visitors Bureau’s Perspective on ‘All Japan’ MICE Attraction and the Role of Convention Bureaus”　 　　　　　
   Speakers: Ms. Kazuko Toda, General Manager, Convention Business Division, Tokyo Convention & Visitors Bureau
   (Public Interest Incorporated Foundation); Ms. Kimie Kojima, Lead Consultant, Exchange Strategy Department, Consulting Division, JTB Tourism Research & Consulting Co., Ltd., and Head of the MICE Strategy Office

3. Speaker Profiles

[Reference Materials]

(Column) Post-COVID MICE Driven by the National Government, Local Governments, and Convention Bureaus: Latest MICE Industry Trends 
(Column) The True Significance of Hosting MICE Events: What We Must Reconsider in the Wake of the COVID-19 Pandemic
(Column) MICE as a Space for Encounters and How to Create It: Differences Between the Showa, X, and Z Generations 
(Column) The Resumption of In-Person MICE Events in the Post-Pandemic Era, Accelerated by Widespread Vaccination