Table of Contents

1. Japan: The Most Desired Travel Destination – What Makes It So Popular?
2. Growing Demand for Incentive Travel
3. Discovering Japan’s History and Culture Through Unique Venues
4. Experiencing Japan’s “Invisible” Culture Through Parties & MICE
5. One-Stop Support from Planning to Execution

Japan: The No.1 Most Desired Travel Destination

-What Makes It the Top Choice?

Japan is ranked No. 1 as the most desired travel destination — a fact that many people may have heard. According to a 2022 survey conducted by Development Bank of Japan and Japan Travel Bureau targeting 12 regions across Asia, Europe, the Americas, and Oceania, Japan ranked first by more than 20 points ahead of the second place in the question “Which country or region would you like to visit next for tourism?” Japan has maintained this top position since the 2019 survey, reflecting its sustained popularity.

The survey also reveals Japan’s strengths based on reasons why respondents want to visit, including:

• Delicious food

• Safety and security

• Shopping opportunities

• Accommodation options

These show that Japan is chosen for its unique cuisine, safe environment, and quality facilities.

Furthermore, regarding activities travelers want to do in Japan, “enjoying nature and scenery” and “viewing cherry blossoms” ranked highly. In addition to sightseeing and viewing, experiencing Japanese culture is also a popular choice. This indicates that visitors’ interests can be broadly divided into two categories: sightseeing and cultural experiences that embody Japan’s unique appeal.

【Reference, URL】
DBJ・JTBF, “Survey on Intentions of Foreign Visitors from Asia, Europe, America, and Oceania to Visit Japan — 2022 Edition”

Rising Demand for Incentive Travel

After nearly two years of restricted gatherings due to the COVID-19 pandemic, there has been a rebound in demand for corporate incentive tours. According to a survey conducted by the Japan National Tourism Organization (JNTO) from 2020 to 2021 titled “Survey on the Actual Conditions of Incentive Travel in the Chinese and Taiwanese Markets,” the Taiwanese market is expected to see increasing demand for incentive travel across many industries. Both the Chinese and Taiwanese markets are predicted to place growing emphasis on travel themes and added-value tourism elements.

In light of the rising demand for incentive tours and increased focus on enhancing tour content following the pandemic, one suggested solution for venues that meet these needs is the use of “Unique Venues.”

【Reference, URL】
Japan National Tourism Organization (JNTO) MICE Promotion Department, “Survey on the Actual Conditions of Incentive Travel in the Chinese and Taiwanese Markets”

Japan’s History and Culture Encountered Through Unique Venues

-What Are Unique Venues?

Amid the strong demand for Japan’s unique sightseeing and cultural experiences, did you know there are special places that offer visitors one-of-a-kind, locally authentic experiences? These venues, called Unique Venues, refer to locations such as historic buildings, shrines and temples, castles, museums, and art galleries, where meetings and receptions can be held to create a sense of exclusivity and showcase regional characteristics.

【Reference, URL】
Japan Tourism Agency, “Unique Venues”

-The Value of Hosting MICE at Unique Venues

The defining feature of Unique Venues is the “specialness” of experiences that can only be had there. Hosting MICE, meetings, or parties at Japan’s historic buildings, castles, and cultural facilities allows overseas participants to enjoy uniquely Japanese experiences. Among MICE events, incentive tours—corporate reward and training trips—combine business aspects such as awards and training with the tourism aspect of travel. To satisfy both sides, it is common to hold business events like training or award ceremonies, followed by tourism-related activities such as after-convention events or excursions.

According to a 2020 survey by the Ministry of Land, Infrastructure, Transport and Tourism on overseas incentive travel needs, respondents from Thailand, China, and South Korea all cited “special experiences” and “local dining experiences” as important factors for successful incentive tours. Popular contents included “experiencing local traditional culture” and “small-group activities.”

Unique Venues offer not only the chance to hold meetings and receptions in uniquely Japanese spaces but also, in some locations, the opportunity to enjoy traditional Japanese cuisine. Many venues incorporate traditional cultural experiences into their programs, so simply being at a Unique Venue can provide a special experience. Combined with meals and cultural activities, participants receive an even richer experience. Unique Venues truly meet the demands of overseas incentive travel.

【Reference, URL】
Japan National Tourism Organization, “What is MICE?”
Kyoto MICE Information Site (Kyoto Cultural Exchange Convention Bureau), “MICE in KYOTO”
Ministry of Land, Infrastructure, Transport and Tourism, “Survey on Overseas Incentive Travel Needs”

Japan’s “Invisible” Culture Encountered Through Party & MICE Events

Incentive tours differ from regular group trips or tours in that participants need to feel a sense of exclusivity that cannot be experienced through ordinary travel. This requires luxurious facilities and dining options. Furthermore, because incentive tours are special events, not only the venues and meals but also the hospitality must be of the highest quality.

UNIQUE VENUES OF JAPAN prides itself on offering personalized services for each event, providing refined hospitality. The meals served in Japan’s uniquely special venues are designed to enhance the occasion, expressing the story of the local area and the gathering through cuisine that allows guests to truly experience the “local essence” and “Japan’s uniqueness.” Although hospitality and “local character” are intangible and cannot be seen physically, the special spaces of Unique Venues combined with UNIQUE VENUES OF JAPAN’s high-quality hospitality and locally inspired cuisine enable the creation of PARTY & MICE events that offer a deep encounter with Japan’s invisible culture.

One-Stop Support from Planning to Execution

-Current Status of MICE Planners

We have reviewed the travel needs of visitors to Japan, the rising demand for incentive tours from overseas, and the value of hosting MICE events at unique venues. Finally, let’s touch on the current status of MICE planners. According to the Ministry of Land, Infrastructure, Transport and Tourism’s report titled “Survey on the Effects of Meetings and Incentives – Business Report,” specifically the “Post-Event Effect Survey for Companies with Overseas Offices,” a major challenge raised was that there are only two extreme options: either inflexible meeting planners or high-priced planners offering tailor-made services. This highlights a shortage of MICE planners. As we have seen, MICE events involve many elements, and incentive tours especially are “special tours” that require planners’ support to satisfy participants.

However, currently, the choices for MICE planners are polarized, leading corporate MICE coordinators to feel uncertain about whom to consult or hesitant to rely on the extreme options available. In response to this situation, there is a growing need for trustworthy and well-equipped MICE planners whom corporate MICE staff can confidently turn to.

【Reference, URL】
Ministry of Land, Infrastructure, Transport and Tourism, “Survey on the Effects of Meetings and Incentives – Business Report”

-Features of VMG’s Party & MICE

Amidst the increasing demand for capable MICE planners, UNIQUE VENUES OF JAPAN centralizes carefully selected information on unique venues from across Japan and offers one-stop support—from event planning, venue arrangements and preparations, to on-site management—for MICE and other events held at special locations. With a dedicated one-stop service desk accompanying every step of the event or reception process, corporate MICE coordinators can consult with confidence and collaboratively create events that deliver extraordinary experiences to participants.

Why not create a special event together with UNIQUE VENUES OF JAPAN—a unique venue filled with Japanese authenticity, featuring Japanese cuisine, traditional cultural experiences, intangible hospitality, and a reliable one-stop support service? If you are interested, please feel free to contact us via the URL below. We look forward to assisting you.

Contact us here