As a destination, Japan has never been so popular. Between January and September, international visitors totaled 26.88 million, surpassing the total number who arrived in 2023 and making it likely this year’s total will exceed the 31.88 million recorded in 2019, according to the Japan Tourism Agency.
While tourists comprise the lion’s share of arrivals, more people are entering the country for meetings, incentives, conferences and exhibitions — a type of tourism those in the industry refer to as “MICE.” And with Osaka hosting Expo 2025 next year, it is expected the number of business event attendees will continue to rise. Indeed, the inaugural Japan MICE Expo, hosted by Osaka in October, was held due to growing interest among companies and organizations “to have events in Kansai next year, to coordinate with participants attending the Expo,” according to Hideki Tsutsui, secretary general of the organizing committee.
Japan’s tourism stakeholders claim that leisure visitors have different priorities than they did before the pandemic, namely travel focused on wellness, experiences, community engagement and sustainability, according to global association Destinations International. Likewise, MICE organizers and users have new needs and higher expectations, which the private sector is striving to meet.
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