Inside Asian Gaming

INSIDE ASIAN GAMING APR 2019 44 JAPAN Inside running IAG spoke with Etsuko Kawasaki, MICE promotion manager at the Japan National Tourism Organization (JNTO), about what Japan’s long- term MICE industry should look like. IAG: Thank you for speaking to us. Could you start by giving us your definition of MICE? Etsuko Kawasaki: MICE is an acronym. It represents corporate meetings (Meetings), incentive and training trips for those corporations (Incentives), international conventions such as international company or group conferences (Conventions) and events (Exhibitions/ Events). The four categories are entirely different, but they have a lot in common in that companies and groups seek them out as a destination. Therefore, these business events are collectively called MICE. IAG: What is the current state of the global MICEmarket when compared to Japan? EK: If we only consider international conferences then there were 414 held in Japan in 2017. That puts Japan seventh in the world and first in Asia. However, in the Asian region other countries such as South Korea and China are fast catching up. In the 1990s, Japan had 50% market share in Asia, but today it is closer to 30%. IAG: So competition is getting more fierce? EK: Exactly. During the “Japan is Back” Japan Revitalization Strategy of 2013, the goal was to “continue to be the number one in Asia until 2030 and establish a permanent position as a hosting country for international conferences.” IAG: What is the main selling point for Japan if we want to compete? EK: Japan’s MICE has four strengths. The first is its unique culture and hospitality. Many foreigners feel that special warm welcome that Japan has. The second is the sense of security. The safety and cleanliness of Japan are appealing. The third is the intellectual property in Japan such as world-leading knowledge and talent. The fourth is the high quality of service provided by Japanese staff – for example, the accuracy of Japan’s transportation infrastructure. Things running on schedule is very important when coordinating a MICE event. IAG: I have heard that Japan’s local cities have opened distinctive MICE facilities. EK: These are called “unique venues.” For example, in Yamagata they have a MICE with sake and hot springs. Kyoto’s Nijo Castle holds banquets in the gardens for conferences. In May of last year, the approach to Miyazaki Shrine was opened to host an academic conference reception party with 1,000 visitors. IAG: It’s a place where people from overseas can get a taste of the extraordinary, much like why people go to casinos. EK: I agree. Even conference participants need downtime. If you can relax in a place with a feeling of openness, you will be able to deepen your relationships with those around you. IAG: So what is an ideal MICE facility? EK: It needs to feel like it is really Japanese. If it is a regional city, you have culture and aspects unique to the area. MICE resorts overseas have everything in one place, including entertainment. That’s convenient and the MICE facility becomes a hub. People who gather there will go for dinner at night and that’s when they will come in contact with the local community. They’ll get a feel for the area’s history. In Japan, I think that would work .