With Japan firmly established as a repeat destination for business events, smaller cities across the country are experiencing an uptick in demand among organisers looking for new locations.
Representatives of Koriyama, Fukushima Prefecture, and Kurume, Fukuoka Prefecture, each with a population of about 322,000, told TTGmice they have been enjoying growth in business events over the past couple of years.
With specialities in medicine and industry, including renewable energy, Koriyama has attracted related businesses for incentive trips that combine visitations to research facilities with time spent in nature, shared Mami Hiraguri, senior officer of the general affairs and planning department at Koriyama Convention Bureau.
“Since 2022, we’ve also been welcoming more international MICE events, such as small-scale conferences,” she added, noting that Koriyama’s focus on strong contractors allows the hosting of conferences without a PCO.
“For international conventions, we also offer pre- and post-stays in the area, which is good for tourism, so we hope to raise awareness of the support we can provide,” Hiraguri said.
In Kurume, a 30-minute drive from Fukuoka, conventions have arrived from Taiwan, South Korea, Hong Kong and Singapore in recent years, attracted by financial support of up to ¥1.1 million (US$7,357) for international meetings of 30 pax or more, shared Daisuke Goto of tourism promotion and public relations at Kurume Bureau of Tourism and International Exchange.
Popular excursions tend to be food-related due to Kurume’s role as a centre of fruit picking and sake making, as well as the birthplace of Japan’s renowned Tonkotsu ramen (pork bone ramen).
“We hope to attract more MICE, including from Europe,” said Goto, but noted that Kurume needs more accommodation in the long-term.
Both cities hope for further inbound growth after pitching their offerings to buyers from Asia and Oceania at the inaugural Japan MICE Expo in October 2024.
