MICE stands for Meeting (corporate conferences), Incentive (corporate training and incentive travel), Convention (by international organizations and academic groups) and Event/Exhibition (including exhibitions and trade shows). It is a shorthand for business events that entail a large convergence of people.

The JTA has been promoting the holding and attracting of international conferences on a national level, intensively leveraging resources held by the national and local governments, and the economic and academic spheres, towards the goal of increasing the number of international conferences held in Japan by more than 50% by the year 2011.

Attracting and hosting international conferences have always been an important part of the JTA's policy. However, because promoting MICE other than conferences is also extremely meaningful in terms of increasing international visitors to Japan, the economic impact and regional internationalization and revitalization, the JTA needs to boost MICE in general, not just international conferences. In view of this fact, the MICE Promotion Action Plan was drafted in July 2009 by a study group of stakeholders. The JTA actively promote the hosting and attracting of MICE by playing a central part in the sound implementation of the MICE Promotion Action Plan, in committed partnership with the core MICE stakeholders. At the same time, it will take every action available to increase awareness of MICE in order to gain the public's understanding of the significance and the impact of MICE.

2010 marks a breakthrough in Japan's commitment to general MICE promotion in terms of the creation of the MICE Promotion Action Plan, and will also see a number of important international conferences such as APEC and COP10. It was therefore designated the Japan MICE Year, with a number of undertakings to be implemented. The suitability of Japan as a MICE venue will be publicized to the world through these projects, while at the same time, they will serve to inform the Japanese people of the significance of MICE, something that is not fully recognized. The existing policy mechanism and mindset of the parties involved are narrow-focused on attracting international conferences, and we are rolling out changes in such a way that the shift to promoting MICE in general is unmistakable, marking 2010 as the inaugural year of the MICE for Japan. In addition, Japan MICE Year will be implemented as a part of the Visit Japan Year 2010, which aims to achieve the Phase 1 goal of the program to eventually attract 30 million international visitors to Japan.

(Logo) The capital letter 'M' of MICE is used to render two figures shaking hands, in abstract. The rising sun, symbolizing Japan, is positioned above the figures. The words "JAPAN MICE" was rendered in a larger size for better attention retention and visibility.

(Slogan) The word "Crossroads" not only indicates a simple concept of intersecting and 'a place where many people move through,' but also 'a moment of important decision making.' On a deeper level, it frames Japan as the intersection of East and West, a meeting of different types of knowledge, and therefore a place capable of playing a major role as a global MICE location.

In cooperation with the Japan National Tourist Organization (JNTO), the JTA is implementing various promotions such as exhibiting at overseas trade show to increase Japan's visibility as a MICE location. At the same time, it provides practical support to organizers and others working to hold and attract MICE. Please visit the JNTO Web site below for information or inquiries regarding holding and attracting MICE.

The “Japan Meeting & Incentive” page of Japan National Tourist Organization (JNTO) website
URL: http://www.jnto.go.jp/MI/eng/index.html