What is MICE? A complete explanation of its meaning, specific examples, and venues.

You may have heard the term "MICE" in the news or business settings, but honestly, you might feel like you don't really understand it. MICE is a very important keyword that is deeply connected to events and economic activities that are close to us.

This article will explain, step by step, what MICE means, what kinds of events qualify as MICE, and where MICE events are held in Japan, using numerous examples, for those of you who are wondering, "What is MICE?"

What is MICE? Its four elements and meaning.

MICE is a general term for business events where many people gather for a specific purpose. It is an acronym formed by combining the first letters of the following four English words, each of which is an important element that makes up MICE.

• Meeting: Corporate meetings, training sessions, etc.
• Incentive: Reward/Training trip
• Convention: International conference, academic conference, general meeting, scientific conference, etc.
• Exhibition / Event: Exhibitions, trade fairs, events, etc.

Let's look at each one with specific examples.

Meeting (Conference/Training)

This refers to meetings, training sessions, and seminars organized by companies. These range from small in-house discussions to large-scale events held at external venues.

▼Specific examples

• A "kick-off meeting" where all employees gather together.
• A "new product launch event" to share information about new products.
• A "dealer meeting" is held, bringing together sales agents from all over the country.
• "Employee training" for new employees

Incentive (reward/training trip)

This refers to a company trip to recognize and reward outstanding employees or sales agents. It is also called an "incentive tour" or "incentive trip." The main purpose is to boost participants' motivation and increase their trust in and loyalty to the company.

▼ Specific examples

• A reward trip to a tropical resort for the sales team that achieved its annual targets.
• A luxury cruise to invite outstanding employees and their families.
• An experiential training trip to Kyushu and Okinawa aimed at team building.

Convention (International conference/academic meeting)

This refers to large-scale, official conferences hosted by government agencies, international organizations, academic societies, and other similar entities. Experts and government officials from around the world gather to discuss and present on specific topics.

▼Specific examples

• The G7 (Group of Seven) and G20 (Group of Two) summits, which bring together the leaders of major countries.
• APEC (Asia-Pacific Economic Cooperation) is a forum for discussing economic cooperation in the Asia-Pacific region.
• The "International Medical Congress" brings together doctors and researchers from all over the world.

Exhibition / Event (Trade shows, fairs, events)

This refers to "exhibitions and trade shows" where products and services related to a specific theme are displayed, and business negotiations and information gathering take place, as well as PR events hosted by companies. Many of these are large-scale events that are open to the general public.

▼Specific examples

• The JAPAN MOBILITY SHOW (formerly the Tokyo Motor Show) brings together the latest automobiles and technologies.
• CEATEC JAPAN, an international exhibition of IT and electronics.
• Tokyo Game Show, where you can experience new games.
• Company founding anniversary parties and customer appreciation events
• New car exhibition and test drive event
• Food Festival

These four activities are, The commonality is that "many people gather in one place and interact for the same purpose."​ Participants stay in the area, eat meals, buy souvenirs, and sometimes enjoy sightseeing.

Therefore, because these events bring significant economic benefits to the host city, national and local governments actively work to attract them, and they are collectively referred to as "MICE."

Reference: Japan National Tourism Organization, "What is MICE?"

Why is MICE important? Benefits for both "companies" and "regions"

MICE events are considered important because they bring significant benefits to people from various perspectives. Here, we will explain the benefits in detail from two perspectives: that of companies hosting or participating in MICE events, and that of regions attracting MICE events.

[From the company's perspective] Benefits of hosting or participating in MICE

First, what are the benefits for companies that host MICE events or have their employees participate?

Creating new business opportunities

Exhibiting at trade shows and attending industry conferences are excellent opportunities to meet new customers and business partners. Not only can you directly promote your products and services, but you can also get a feel for the latest industry trends and gain insights into new business opportunities.

One major advantage is the opportunity to deepen relationships face-to-face with people you normally only communicate with via email or phone.

Employee motivation increases, and teamwork improves.

Internal MICE (Meetings and Incentives) are powerful tools for revitalizing an organization. Kick-off events, where the entire company gathers, help share management policies and foster a sense of unity.

Furthermore, incentive trips for employees who have achieved outstanding results reward their efforts and maximize their motivation. The thought, "I want to work hard so I can go on that trip again," also contributes to improving the overall performance of the company.

The company's name recognition has increased.

Hosting conferences and seminars on cutting-edge topics is a powerful branding activity that demonstrates a company's expertise and leadership in that field to the outside world.

Media coverage significantly boosts a company's visibility. By providing valuable information to participants, a company can gain a reputation as a trustworthy leader in its industry.

[For the local community] Benefits of attracting and hosting MICE events.

Next, what are the benefits for cities and regions (host locations) where MICE events are held?

The local economy will be revitalized and the economic effects will be significant.

MICE participants not only attend conferences and events, but also stay in the area, eat meals, use public transportation, buy souvenirs, and enjoy sightseeing.

Because individual spending is high, when large-scale MICE events are held, a wide range of local industries, including hotels, restaurants, retail stores, and transportation companies, benefit. This has a very significant positive effect on the regional economy as a whole.

Improving the city's recognition and image

When international conferences like the G7 Summit are held in a city, its name is reported in news worldwide. This dramatically improves the city's visibility and image, establishing a brand as an "international city" and a "safe and attractive city."

This will not only benefit MICE (Meetings, Incentives, Conferences, and Exhibitions) but also attract general tourists afterward, contributing to the long-term development of the region.

Amazing ideas and technologies gather here, and the city develops.

When international conferences and specialized technology exhibitions are held, cutting-edge knowledge, information, and talented individuals from all over the world gather in that region. Local universities, research institutions, and companies can access this knowledge, which can spark new research and development and innovation.

This can be a crucial catalyst for a region to develop into a "center of knowledge."

Where are MICE events held? Types of venues/facilities and representative examples.

When you think of venues where MICE events are held, you might picture huge exhibition halls, but the venues vary depending on the scale and purpose. Here, let's look at the types of places where MICE events are held, categorized by scale.

[Small to medium scale] Local rental Meeting Rooms and hotels

Relatively small to medium-sized MICE events, such as company meetings, seminars, and parties for dozens of people, are held in places that are familiar to us.

Rental spaces / Meeting Rooms

The appeal lies in the fact that you can easily rent these spaces by the hour, from small meetings with a few people to seminars with around 100 attendees. Many are conveniently located near train stations, making them ideal for internal meetings, training sessions, and small-scale seminars.

Hotel banquet halls and Meeting Rooms

We can accommodate events ranging from dozens to hundreds of people. With on-site accommodation, it's convenient for events with many participants traveling from afar. It's also frequently used for formal conferences, corporate anniversary parties, award ceremonies, and other glamorous occasions.

[Large-scale] A massive convention center representing the region.

International conferences and large-scale exhibitions, attracting thousands, sometimes tens of thousands, of people, are held in massive MICE (Meetings, Incentives, Conferences, and Exhibitions) facilities known as "convention centers" or "international exhibition halls." These facilities have become landmarks representing their respective areas.

[Kanto Area]

This area brings together some of the world's leading facilities that drive Japan's MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.

• Tokyo Big Sight (Tokyo): Japan's largest convention center, easily recognizable by its distinctive inverted triangular conference tower.
• Makuhari Messe (Chiba Prefecture): Features a vast exhibition hall, international conference hall, and event hall.
• Pacifico Yokohama (Kanagawa Prefecture): A multi-purpose MICE facility integrated with the beautiful harbor scenery.

[Tokai Area]

Located in the heart of Japan, it hosts numerous international industrial events.

• Aichi International Exhibition Center (Aichi Sky Expo): Boasts excellent access, located next to the international airport.
• Port Messe Nagoya (Aichi Prefecture): A large-scale international exhibition hall located in the Kinjo Wharf area.

[Kansai Area]

Even in areas steeped in history and culture, you'll find a variety of large-scale MICE facilities.

• Intex Osaka (Osaka Prefecture): One of the largest international exhibition halls in Western Japan, hosting a variety of trade fairs.
• Kobe Convention Center (Hyogo Prefecture): This complex comprises multiple facilities and can accommodate a wide variety of events.
• Kyoto International Conference Center (Kyoto Prefecture): Japan's first national conference facility, it has been the venue for numerous historic international conferences.

[Kyushu Area]

The Kyushu area serves as a gateway to Asia and is a hub for international exchange.

• SEAGAIA CONVENTION CENTER (Miyazaki Prefecture): Located next to PHOENIX SEAGAIA OCEAN TOWER, which is an accommodation facility, it is a leading resort-style MICE (Meetings, Incentives, Conferences, and Exhibitions) venue where international conferences are also held.
• Marine Messe Fukuoka (Fukuoka Prefecture): In addition to its exhibition facilities, it is also used as an arena for concerts and other events.
• Fukuoka International Congress Center (Fukuoka Prefecture): Located in the Hakata Port area, it can accommodate large-scale conferences.

[Shikoku Area]

Unique MICE events rooted in the local community are being held.

• Sunmesse Kagawa (Kagawa Prefecture): A central MICE facility in Kagawa Prefecture, equipped with large and small exhibition halls and Meeting Rooms.
• Item Ehime (Ehime Prefecture): It has exhibition halls and other facilities that can be used for various purposes.

[Other] Unique venues that create special experiences

In recent years, "unique venues" have been attracting particular attention. These are venues that are not specifically designed for MICE (Meetings, Incentives, Conferences, and Exhibitions), but possess a special charm unique to their region. Events held in these extraordinary spaces leave a lasting impression on participants and have a significant impact on their satisfaction.

Reference: Ministry of Land, Infrastructure, Transport and Tourism, "Unique Venues | Enhancing and Promoting the Attractiveness of Regions as MICE Hosting Destinations"
Reference: Japan National Tourism Organization "Unique Venues"

Examples of unique venues

• Historical buildings and castles: Nijo Castle in Kyoto, Himeji Castle, etc.
• Art museums and museums: Tokyo National Museum, 21st Century Museum of Contemporary Art, Kanazawa, etc.
• Gardens and parks: Shinjuku Gyoen National Garden, Hamarikyu Gardens, etc.
• Temples and shrines: such as those on Mount Koya and in Kyoto (sometimes used for receptions, etc.)
• Others: Aquariums, theaters, guesthouses, traditional Japanese restaurants, etc.

A popular combination is to hold the conference at a specialized facility and then host the subsequent social gathering (reception party) at a unique venue.

The current state and future of MICE in Japan

Given the significant benefits of MICE (Meetings, Incentives, Conferences, and Exhibitions), Japan is making a concerted effort to attract and host these events. Here, we will examine the current state and future vision of MICE in Japan, including its position in the global context and its future goals.

The state of MICE events in Japan and their impact on the economy

Looking at the number of international conferences hosted, Japan boasts one of the world's top hosting records.

The economic impact of MICE events is enormous; the money participants spend on conference fees, transportation, accommodation, food and beverages, sightseeing, shopping, etc., greatly enriches the local economy.

In particular, the average spending per participant from overseas tends to be higher than that of typical tourists, making MICE events more than just events themselves, but attractive events that contribute to the growth of the local economy.

The government is backing it! The Japan Tourism Agency's initiative

The Japanese government (Japan Tourism Agency) positions MICE (Meetings, Incentives, Conferences, and Exhibitions) as one of the key pillars of Japan's growth strategy. It has set a specific goal of "establishing Japan as the No. 1 international conference hosting country in Asia by 2025" and is undertaking various initiatives to achieve this.

The central policy is the development of "global MICE cities." Cities with the potential to lead international MICE, such as Sapporo, Sendai, Tokyo, Yokohama, Nagoya, Kyoto, Osaka, Kobe, and Fukuoka, have been selected, and efforts are being made to enhance the overall competitiveness of MICE in Japan by focusing on supporting their efforts to attract events and conducting promotional activities overseas.

Japan's immense potential

Japan possesses many attractive features and potential to be chosen as a MICE (Meetings, Incentives, Conferences, and Exhibitions) venue from around the world.

• High levels of safety and cleanliness ensure participants can stay with peace of mind.
• A well-developed transportation network that ensures smooth and accurate travel within the country.
• With its rich food culture and abundant tourist attractions, there's plenty to enjoy before and after the conference.
• It is easy to attract highly specialized international conferences in world-class research and industry.
• We can provide participants with a high level of satisfaction through a spirit of hospitality.

In addition to these strengths, by offering new value such as "unique venues" and "sustainability," Japanese MICE (Meetings, Incentives, Conferences, and Exhibitions) are expected to further increase their presence on the global stage.

MICE and Sustainability

In recent years, global interest in "sustainability" has been growing, and this concept has become extremely important in the world of MICE (Meetings, Incentives, Conferences, and Exhibitions). Sustainable MICE refers to events that are sustainable in a way that takes into account the environment, society, and economy.

[Examples of sustainable MICE initiatives]

• Environmental considerations

This includes going paperless with documents, encouraging people to bring their own reusable water bottles, implementing measures to reduce food waste, and utilizing renewable energy.

• Contribution to society

This includes actively using local ingredients (local production for local consumption), incorporating local cultural experience programs, and donating a portion of event profits to the local community.

These initiatives not only contribute to the global environment, but also garner support from participants and society, thereby enhancing the brand image of the organizing companies and cities. In the future, "doing good for the environment and society" will become one of the key factors determining the success of MICE events.

Learning from SEAGAIA in Miyazaki, Kyushu: Resort MICE as an option

We've looked at various forms of MICE so far, but as a final, somewhat special example, let me introduce PHOENIX SEAGAIA RESORT Resort, an integrated resort located in Miyazaki, Kyushu. This is Japan's top-class base for "resort MICE," which gives us a glimpse into the new possibilities of MICE.

Conferences, accommodations, and meals—all in one place. The overwhelming convenience of an integrated MICE facility.

SEAGAIA 's greatest strength is that all the necessary functions for MICE (Meetings, Incentives, Conferences, and Exhibitions) are available within one vast resort.

At the heart of the event is SEAGAIA CONVENTION CENTER, an international-class conference facility capable of accommodating up to 5,000 people. With a main hall suitable for large-scale plenary sessions and smaller Meeting Rooms ideal for smaller breakout meetings, it offers a variety of venues to flexibly accommodate events of all sizes and purposes.

And right next to that convention center stands the luxury hotel, PHOENIX SEAGAIA OCEAN TOWER. With over 700 spacious rooms, it's possible for all event attendees to stay at the same hotel.

This "integrated" format eliminates the need for participants to travel for meetings, accommodations, and meals, eliminating the hassle of travel. A major advantage is that participants have more opportunities to naturally interact with each other during the event, fostering a sense of unity.

The Value of "Resort MICE" as Seen from Actual Event Examples

So, what kinds of MICE events are actually held at SEAGAIA? Let's look at some examples.

Case 1: Reliability, as it is also the venue for important national meetings (G7 Miyazaki Agriculture Ministers' Meeting)

In 2000, the Foreign Ministers' Meeting was held at SEAGAIA, and in 2023, the G7 Agriculture Ministers' Meeting, chaired by Japan, was also held there. Welcoming dignitaries from around the world requires the highest level of security, operational capabilities, and hospitality. SEAGAIA has successfully completed this national project, proving to the world that it is an ideal venue for international conferences.

Case Study 2: An incentive tour that seamlessly blends work and play at the highest level.

One company organized an incentive tour (reward trip) to SEAGAIA for its top-performing employees.

• Daytime

We conduct training sessions and workshops for the next fiscal year in Meeting Rooms equipped with the latest facilities.

• After MICE

In the afternoon, guests can enjoy a refreshing break in their own way, whether it's working up a sweat on a world-class golf course or relaxing their mind and body at a spa.

• night

A BBQ party featuring abundant local ingredients from Miyazaki will be held in a beautifully lit garden, strengthening team bonds.

Thus, the appeal of resort MICE lies in its seamless combination of high-quality "work" and special "play (experiences)" unique to a resort. This creates unforgettable memories for participants and is expected to significantly boost their motivation for work.

In addition to corporate team building and international conferences, our dedicated staff will propose the optimal plan tailored to your needs. Please feel free to contact us even in the early stages of planning.