When people hear the word MICE, many tend to think of corporate meetings, training trips, international conferences, or large-scale events.

This article focuses on the lesser-known side of MICE—where events take place in extraordinary venues with unique experiences, not just traditional meeting rooms.

Let’s explore how stepping beyond conventional MICE formats and offering participants unforgettable experiences can elevate the overall value of your events.

Table of Contents

1. Unique Venues as Event Locations
2. The Current State of the MICE Market
3. Unique Venues from a Corporate Perspective
4. The Situation in Japan
5. International Example — Thailand
6. Domestic Example — Osaka Geihinkan (State Guest House)

Unique Venues as Event Locations

In recent years, one of the most notable shifts in the MICE industry has been the growing use of unique venues.
Participants who are no longer satisfied with the traditional, rigid format of MICE events are now seeking extraordinary experiences that can only be found in special locations. These experiences add significant value to the event itself.

The key to delivering that value lies in the concept of the unique venue.
But what exactly defines a unique venue? There are two main aspects:

1. Elements That Offer Unique Value

According to government definitions, a unique venue is “a special place × an event that creates a special experience.”
It refers to locations that offer differentiated and distinctive value compared to other venues or competitors.

2. A Special Place That Embodies Local Character

Unique venues are places that reflect the cultural or regional identity of Japan or a specific area. Examples include historic buildings, shrines and temples, museums and art galleries, and castles.
Hosting MICE events in such venues offers three key advantages:

1. Delivers high value and an element of surprise beyond the event itself

2. Provides an opportunity to showcase the charm of the local area

3. Promotes the region and enhances its appeal for MICE attraction

By holding conferences or receptions in historic or culturally significant venues, organizers can create a strong sense of exclusivity and local character. Unique venues are increasingly being used as tools to differentiate cities and regions. Moreover, areas that actively promote these spaces are gaining momentum as preferred destinations for international MICE events.

Current State of the MICE Market

According to data from the Japan National Tourism Organization (JNTO), a total of 3,433 international conferences were held in Japan in 2018, marking a 3.6% increase compared to the previous year.

In addition, the total number of participants rose by 6.6% to 1,839,694, while the number of international participants increased by 12.3% to 209,597.

*1 In this article, we refer to 2018 data as the most recent available, since no official statistics have been published for 2019 onward due to the impact of COVID-19.

【Data Source】

Trends in International Conferences Held in Japan

As shown above, the MICE market has been growing rapidly, and the number of participants is expected to continue increasing significantly in the coming years. Given this trend, the capacity of conventional MICE venues may soon reach its limit.

This is why unique venues—large spaces enhanced by historical and cultural value—are now attracting considerable attention.

Unique Venues from a Corporate Perspective

In recent years, corporate MICE activities have become a vital strategy for maximizing business outcomes. However, the key to success lies not only in simply holding meetings—it’s in the special value delivered through unique venues.

Here, we explore why companies are increasingly turning to unique venues for their MICE events:

1. Attractive Event Locations

Unique venues offer participants a “special experience” in a “special place.” Stunning natural landscapes and culturally significant landmarks can contribute greatly to the success of an event. Moreover, these inspiring spaces strengthen connections among participants, and the shared experience fosters trust and collaboration among colleagues and clients alike.

2. Innovation and Idea Generation

Unique environments provide new perspectives and stimulate creativity. Hosting events in stimulating settings often leads to the emergence of innovative ideas and solutions.

3. Enhanced Branding and Corporate Image

Hosting a distinctive MICE event helps elevate a company’s brand image. Unique approaches and memorable elements highlight the strengths and individuality of the organization.

4. Increased Participant Satisfaction

The distinctive nature of unique venues leaves a lasting impression. Memorable moments contribute to a successful event experience and encourage repeat participation

By incorporating unique venues into their MICE strategy, companies gain advantages in venue selection, relationship building, creative stimulation, branding, and overall participant satisfaction. Embrace the power of unique venues to take your next MICE event to the next level.

The Current Situation in Japan

As of 2023, understanding and recognition of unique venues within Japan remains limited.

In 2020, Japan’s Agency for Cultural Affairs announced an action program promoting the active use of cultural properties as unique venues for cultural events. However, current legal and regulatory frameworks—such as the Cultural Properties Protection Law, Fire Service Act, Building Standards Act (for temporary structures like marquee tents), Urban Parks Act, and Food Sanitation Act (for catering services)—pose significant challenges. These restrictions have made it difficult to open up truly “unique” venues for public and event use.

Despite these challenges, the growing demand for inbound tourism in recent years has led to an increase in large-scale venues that can accommodate incentive tours and unique events. There is a rising need for hosting major events in venues that differ from traditional hotel banquet halls and convention centers, especially in metropolitan areas like Tokyo and other major cities.

International participants often expect elements of Japanese tradition and unique thematic experiences when attending MICE events in Japan. Instead of standard hotel banquet rooms, they seek events held in spaces adorned with Japanese-style décor or venues that incorporate traditional architecture. As the development and promotion of such unique venues progress, Japan’s MICE industry will likely gain greater appeal and support from global audiences.

International Case Study – Thailand

Thailand has emerged as a leading MICE destination, known for its advanced and innovative approach. One notable example is the integration of accommodations and MICE venues, allowing for seamless and comfortable event experiences. Participants engage in uniquely Thai activities such as Muay Thai workshops or hotel-based orienteering, providing cultural immersion and opportunities for interpersonal exchange.

Moreover, events held at Thai military facilities include coral reef planting and mangrove reforestation, allowing participants to contribute to environmental conservation and community development. These meaningful experiences offer participants new perspectives and showcase Thailand’s ability to deliver distinctive value through MICE.

Domestic Case Study – Osaka Geihinkan (Guest House)

The Osaka Geihinkan (Guest House), located within Nishinomaru Garden of Osaka Castle, was originally constructed to host dignitaries from around the world during the APEC ’95 international conference. More recently, in 2019, it served as the venue for the G20 Summit dinner, making it a historically significant stage where world leaders have gathered.

Inspired by the Shiroshoin Hall of Kyoto’s World Heritage site Nijo Castle, the venue showcases the finest in traditional Japanese craftsmanship, including classical lacquer techniques. The result is a sublime, one-of-a-kind space that exudes elegance and authenticity.

Guests can enjoy stunning views of Osaka Castle, surrounded by the lush greenery of the garden, while experiencing an event in a fully private and prestigious setting.

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Conclusion

The use of unique venues has the power to elevate corporate MICE events to a whole new level.

By offering unforgettable experiences that go beyond the conventional conference room, these special locations allow for deeper connections, the spark of innovative ideas, and the creation of memorable moments that resonate long after the event ends.

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