Recognising that its core strength lies in delivering one-of-a-kind experiences delegates cannot find anywhere else, Japan is doubling down on its long-standing push beyond metropolitan mainstays. Kubo Nobukazu, director of the promotion section at the Japan Convention Bureau, reveals how the country is laying the groundwork for its ambitious 2030 growth targets
Looking at the Asia-Pacific region as a whole, how does Japan National Tourism Organization (JNTO) view Japan’s role alongside neighbouring Asian destinations in attracting major international business events?
According to ICCA statistics, the number of international conferences held in the Asia-Pacific (APAC) region remains significantly lower than in Europe. Therefore, we believe countries and regions across Asia should work together to increase the overall number of qualified international meetings held in Asia.
And as Japan seeks to strengthen Asia’s position as a global MICE destination, we are encouraging organisers to expand the scope of their events. For example, by transforming bilateral meetings into trilateral or broader regional conferences. By supporting the growth of business events across the region, we contribute to Asia’s overall attractiveness as a destination for international meetings.
To clarify, ICCA rankings only track association conferences and meetings, not incentive travel. How is JNTO tracking and driving the inbound incentives sector?
That is an important distinction. Incentive trips are difficult to track because there is no centralised, open database for them, and different countries define incentive travel differently. For example, educational or school trips might be classified as incentive travel in some markets.
And to maintain top-of-mind awareness for incentive buyers across APAC, we have conducted and will continue to hold incentive roadshows across six key regional hubs: Bangkok, Seoul, Kuala Lumpur, Jakarta, Singapore, and Manila.
Speaking of Singaporeans, we are here at the Singapore leg of the Japan Incentive Travel Roadshow – and we know Singaporeans love Japan’s seasonal travel. How is JNTO turning these travel passions into creative corporate incentive packages?
Many Singaporeans know Japan well and frequently visit places like Hokkaido during the winter for snow and skiing. To expand beyond winter, we are actively promoting Hokkaido’s “green season” (spring through autumn) for corporate incentives. The green season offers fantastic teambuilding opportunities, such as visits to Furano’s lavender fields and winery tours. Hotel rates can also be 30 to 40 per cent lower than in the peak winter season.
Every regional city also offers distinct culinary specialities (for instance Utsunomiya is widely known as a gyoza city) and unique historic venues – ranging from former banks to heritage buildings – that can add immense value to corporate events.
Aside from Singapore, what other markets in Asia is Japan targeting, and what activations are taking place?
Beyond Singapore, JNTO actively targets Thailand, Malaysia, Indonesia, the Philippines, South Korea, and Taiwan. South Korea, Singapore, and Thailand consistently rank among our top inbound MICE and business travel markets. This is in line with where we take our annual Japan Incentive Travel Roadshow to, where the B2B meetings generate hundreds of targeted connections between Japanese suppliers and regional buyers.
As for association conferences, we have four dedicated MICE specialists based in London, New York, Seoul, and Singapore. These individuals analyse ICCA data to target repeat conference hosts and identify ideal regional matches based on meeting sizes.
While Tokyo, Osaka, and Kyoto are massive draws, JNTO has designated 55 regional cities as international conference hubs. What promotion strategies is Japan using to pitch these hidden gems to international organisers?
Among Japan’s 55 designated International Conference Cities, many offer distinct academic strengths, industrial ecosystems, and unique local attractions.
To showcase their track record, JNTO regularly produces promotional content, articles, and case studies on our official website and LinkedIn. We also leverage a network of MICE Ambassadors, universities, and research institutions to align regional industry strengths with relevant global conferences.
Crucially, experiencing these destinations first-hand is the best way to understand their appeal. JNTO regularly organises familiarisation trips for international buyers, PCOs, and association representatives.
How are regional cities leveraging unique venues and cultural heritage to create memorable experiences for international delegates?
There are many exceptional choices, but I have two standout examples.
Known globally for its roses, Fukuyama hosted the World Federation of Rose Societies conference in 2025. For their gala dinner, delegates were hosted inside Fukuyama Castle; it was a spectacular event.
In June 2024, Nara hosted The World Congress on Parasitic Plants International Parasitic Plant Society Conference and utilised a traditional Noh theatre as a meeting venue. Delegates experienced authentic culture embedded into an academic programme, alongside traditional ceremonial garments and cultural excursions.
Recently, JNTO developed 10 new model incentive itineraries, such as a “Zen and Craftsmanship” programme in Fukui and Ishikawa featuring gold-leaf workshops, Kutani ware ceramics, and soba-making to provide more options for incentive planners.
What is JNTO’s vision for the next three to five years, and what is your primary message for planners?
Our goal is to achieve a top-five position in ICCA’s global rankings (Japan currently ranks sixth) and secure the number-one ranking in Asia by 2030. To achieve this without overtourism, JNTO’s primary mission is to spread tourism and business event dollars into smaller, regional cities.
My message to planners is to look beyond the familiar gateway cities. Japan’s regional destinations offer incredible culture, world-class expertise, and authentic venues that elevate any corporate meeting or incentive programme into an unforgettable experience.
