A rising number of unique learning opportunities for business groups is stimulating interest in Japan as an international business events destination.
Industry officials and corporate buyers at Visit Japan Travel & MICE Mart, held over 20-22 September at Tokyo’s Big Site, shared that the country is increasingly seen as a place where corporate visitors can grow professionally.
According to Etsuko Kawasaki, executive director of the Japan Convention and Visitors Bureau, a 2016 study on why people chose Japan as a business events destination shows that the ability to “gain flashes of insight”, and its location as a place “where knowledge and talent meet”, were two of the top responses. Others were its safe, clean cites and track record in providing quality experiences.
In 2018, Japan is adding more centres for learning to its portfolio of unique venues, including Yamagata Museum of Art, which opened in February 2018, and Aichi Museum of Flight, which showcases airplanes made in Japan.
Officials are hopeful that these venues will be successful, due to the growing number of business visitors to other museums nationwide.
For example, the Toyota Commemorative Museum of Industry and Technology in Aichi Prefecture welcomed 460,000 visitors in 2017, up from 420,000 in 2016. About 20 per cent of visitors were from overseas, from companies in South-east Asia that are Japan-owned.
Toshihide Narita, deputy director and curator of the museum, said South-east Asia is a growing market for the museum because more Japanese companies are establishing operations there and want their staff to have an understanding of Japanese industry and technology. The museum tour is usually part of their staff training.
“Our museum promotes the spirit of studiousness and creativity,” he said, adding that it “shows how challenges have been overcome through R&D”.
Meanwhile, Tokyo-based tour operator Hanatour Japan began offering tours of hospitals for business groups from the Philippines in March 2018. According to Lo King Yin of the company’s international business department, most attendees are doctors or nurses seeking first-hand insight into Japan’s medical practices and hospital management.
