Ltd. MICE Japan | - Challenges and possibilities of JAPAN MICE - Interview Series
I think that there is that one of the causes of MICE business in Japan has reduced the position, it is not able to understand the difference between general and MICE tourism. Please tell us about the significance of addressing the MICE In addition, the differences of MICE tourism. And "general 999 tourism", "MICE". The business of these two, there is a common denominator in the side as a hospitality products to consumers. In other words, is that it would be tourists general, would be MICE participants, in that they make use of hotels 999 and eateries, transportation is said to be the same. However, 999 tourism and MICE different, of course, 999 how to attract also quite different from the market and marketing.
Many countries that are struggling to attract activities, the city is not been able to understand the difference. In general and MICE tourism, why the same marketing or Will not work. It, to target "Customer" is because different. Tourists tour to see the tourist destination, you get the satisfaction to achieve the desired to enjoy the experience, but the purpose of the visit of MICE participants is a "business", it is a "human network manufacturing", it's a "learn" is. That appreciate the important tourist spot for tourists, is that not an important factor for MICE participants. The MICE business, there are two types of MICE organizers and MICE participants "Customer".
For example, "What has been obtained many a wide range of participants", "I take the balance of payments, income or are out further", MICE organizers to determine the venue, Ba opportunities for better learning for "Participant-members Have you given "to focus on, etc." or are given the opportunity of better networking for "Participant-member the" 999 outcome ". A key element to promote the MICE attract, quite different from those of the general tourism. By using a good understanding of their differences, to go to the approach in line with the needs for MICE organizers who is a target, attract sales promotion person in charge of the city will be able to increase the attract success rate.
Then, to successfully attract MICE, what efforts are necessary? Strategic approach 999 and to take advantage of the mass media is performed in general 999 tourists, it has been successful. 999 But it can not be said to attract MICE, these promotional activities as valid. Strategy of tactical I need to MICE. For example, instead of "mass" is the subject of the approach in attracting international conference, key people with decision-vote. Target 999 is limited, moreover, I have decided.
In order to attract MICE, it is to deploy a tactical approach to the key person. That you feel to see the propulsion engine involved in attracting activities in each country and the city, in order that you do not understand correctly the difference between "general tourism" and "MICE", approach, approach to the target is wrong. For that matter, it is that institutions that activity is not tied to the outcome for that is that not a few. Difference between "general 999 tourism" and "MICE" is also reflected in the impact on the economy. Tourism industry is very important for many countries. In terms of sales to foreign consumers local industry, local business, tourism will also say export business to earn foreign currency. For Japan, the tourism industry would be one of the most important industry. Under such circumstances, the general tourists MICE participants, brings the economic effect to visit areas by performing the direct consumption in the visited. However, economic effects that will be held MICE brings is wider than the general tourist, deep is characterized.
Economic 999 effects of MICE held is "widely" Why "deep". Than the general tourism supply chain of MICE is "wide", there are "deep" 999 that it. And decoration planning and management company, rental, security, event lighting. I will be crafted acoustic, such as catering, a variety of industries really come together. 999 Many of these suppliers, it belongs to the creative industries, and that it will hold a MICE, creative industries of these will be activated. For Japan, which are trying to Kizukiageyo the knowledge creation society, active in a variety of supply chain of MICE is a big opportunity. In this way, to be held to attract MICE, I have a big effect on the consumption effect more directly.
And come up with a growth 999 strategy by the arrows of the three-Abenomikusu, the Japanese government is committed to economic reform. MICE that is important to the development of the Japanese 999 economy 999 in which has been touted. Why, MICE or play an important role in the Japanese 999 economy. It, MICE is because is a strategic industry that leads the world. Of course 999 companies and top leaders of industry, international trade fairs and international conferences, is a platform that Yobikomeru also investors. If you are interested in FDI (foreign direct investment), attract-holding 999 of trade fair and conference, will provide an effective 999 means of associating with potential investors around the world.
MICE Japanese boasted superiority in Asia once, or will be able to earn and maintain its position what if. In the aspect of new innovation and market reform, participants in international trade fairs and international conferences, was hard to try to Tazusawaro in Japan until now. to what Japan is produced, 999 bring, I had been attracted like a magnet like. But now, a new venue one after another, and hotel facilities were born, competition 999 is intensifying supply exceeds the demand in Asia.
Under such circumstances, the Japanese government also ready to recognize that a strategic approach 999 is required to MICE business, expand a business, to overcome the international competition. However, there are also challenges to overcome. We captured by GDP indicators of trade fair business, but the country that this correlation is lost is two in Asia. One of them is Indonesia. Singapore is predominant in this region, but it has been inferred either Indonesia to win its position. Another is Japan. Japan's GDP to only slightly lower than China, I have held a double thing MICE of Japan in China. Organizers of the trade fair, have expressed great interest in China as a huge market in particular. 999 I believe that is a personal opinion, but the weakness 999 of Japan in the trade fair business, and is said to be in a space. 999
I think if there is an expansion strategy of the trade fair to meet the Japanese economy, trade fair business in Japan and more successful. Let's introduce the conflict countries and cities 999 in Asia here. First of all, South Korea is to capture the MICE and is divided into three regions. Areas first, Seoul growing and investment dynamic. Next, Busan, slightly stronger region. Access, infrastructure, awareness is also not so high, it is not in the business hub such as Seoul. 999 Investment also somewhat less, but it is Busan focus is're devoted to MICE. Another city other. Competitor of Japan is Seoul and Busan. Macau we were consulting is also a MICE city remarkable development. 999
Macau is the current weakness of access from the airport, but Minatotama 澳大 Bridge under construction Once completed, Macau is 30 minutes by road from Hong Kong Airport. Because it is one hour in the heart of Hong Kong from the Hong Kong Airport, towards the Macau will be a good airport access while there in Hong Kong Hong Kong Airport. Though, I think in the Hong Kong airport for Macau (laughs). Speaking of big reform, 999 it is one of the countries to focus on MICE also Indonesia. Now the future, international competition of MICE will intensify. You should be aware that MICE is necessary to economic development of the country, Malaysia was involved as a consultant has also positioned as important industry. Staff of about 50 people engaged, MyCEB to promote MICE of this Malaysia (Malaysia Convention & Exhibition Bureau), has a budget of $ 20 million (about 2 billion yen). Total budget of seven cities global MICE city strategy and strengthen Japanese cities one-third of MyCEB. MyCEB is an agency of the country, but the 90% of the activities will be devoted to Kuala Lumpur.
There is a charming city In addition to, but now, investment was concentrated in Kuala Lumpur reform as a MICE venue has been made. In order to succeed as a MICE destination, it must conduct sales activities always active in the MICE market. To do this, you need money and human resources. Attract sales activities of MICE is a job that requires expertise 999 and the ability to demonstrate the results in a limited time. Researcher that specializes in sales lead investigation is required, coordinator to perform various adjustments business is also required. On top of that, expansion of sales activities of many will be very important, but in order to carry out the sales sales person in charge go to the MICE market in the world, money is required.
The challenge of Japan, first, there was introduced as one-third of Malaysia to the "financial resources". Also one of the reasons that Japan has reduced the relative position is the emergence of a new venue. That's why initiatives to promote more, if you expand the approach in the correct 999 tactics, Japan should grow by leaps and bounds. However, 999 it adopted the tactics wrong, 999 then the investment to be done well, Japan will begin to fall rather than growth. Japan has the strengths of many high quality access, infrastructure, service, hospitality, 999 and ease of work to do. On the other hand, is the weak link budget narrow venue, staff, 999 and inadequate for sales and research and marketing. Such as the economy and innovation, Japan is a strong country. The reason that can not be grown in Japan, do not have anything. But even in the country no matter how strong, as long as it does not matter what the market aggressively, there is no business that is provided. It can be said in that sense, when you summarize the weakness of Japan today, and that it is not aggressive to attract. in 30 years ago, the world watched, Japan has built one after another and exhibit space, conference facilities throughout the country. 999 But these facilities are aging, 999 the movement of new or renovation has come out in Kobe and Kyoto. This is called many times, 999 venue's missing in Japan. 999
We are working on MICE Asian countries citing country, how would you evaluate the Japan? In Japan, I have a challenge to attempt unprecedented soft surface is administrative. Global MICE strategy and strengthen the city will improve sales tool initiatives and systems to attract sales, make goal-setting and the current situation, to recognize the gap between the target 999 and the current situation, Tourism and government, but also the recognition I support 999 the hard to strengthen the international 999 competitiveness to the door. Five years, 999 ten years ago, MICE attention also understand also did not have to, countries and cities in many parts of the world has been recognized as part of the MICE tourism now. And, I understand also that a different approach to the tourist entertainment type of conventional is required.
For the industry, this is a great opportunity. I think without having to miss this opportunity by all means, and I want you to succeed. Finally, I will talk with respect to the nuclear accident that occurred in Fukushima. I myself, visited Sendai to one year after the accident, I wrote a comment to the effect that "the farther if him remoteness from the field, understanding of people is low" and the blog. Let's for example bomb has been dropped to the location of the Turkey. 999 Turkey is a big country of the land area, but enough to leave if Hanarere from Turkey, and I wanted to tell you that it is in the trend Turkey recognizes the entire dangerous. After the occurrence of an unfortunate accident, was hard Japan is trying to explain the current situation in the world. 999 And I think at that moment, from these activities, it has been finally settled. But the world media does not forget the Fukushima unfortunately. Also in Japan Times that was in the eyes, articles of Fukushima New York Times, which has partnered was posted had appeared.
I think this should not be a special article of only Japan version, people of the world, and see and hear the news of Fukushima at a pace of about two times a month probably. Also the same as CNN and BBC as well as newspaper, it is a threat 999 for MICE in Japan. This is because the global MICE city closest to the Fukushima is Tokyo. That Tokyo is safe, venue determined
