Japan MICE Market Research Report By Event Type (Meetings, Incentives, Conferences, Exhibitions) and By Booking Mode (Online, Offline)-Forecast to 2035

Japan MICE Market Overview

As per MRFR analysis, the Japan MICE Market Size was estimated at 35 (USD Billion) in 2023.The Japan MICE Market Industry is expected to grow from 37.25(USD Billion) in 2024 to 90.3 (USD Billion) by 2035. The Japan MICE Market CAGR (growth rate) is expected to be around 8.382% during the forecast period (2025 - 2035).

Key Japan MICE Market Trends Highlighted

The Japan MICE Market is undergoing significant changes that are a result of both domestic requirements and global influences. The emphasis on technology integration is a considerable market drive, as venues are implementing advanced digital solutions to improve attendee engagement. In recent years, there has been a growing emphasis on the development of hybrid events, which combine in-person experiences with virtual components to appeal to a broader audience. This trend is particularly pertinent in Japan, where technological innovation is highly valued, resulting in enhanced participant experiences and seamless connectivity. An additional noteworthy development is the growing need for sustainability in the MICE sector.

Japan's dedication to environmentally responsible events is consistent with the worldwide trend toward sustainable practices. Initiatives, including energy-efficient venues and reduced plastic usage, are acquiring momentum. The Japanese government underscores the importance of environmentally conscious practices for both organizers and attendees by advocating for sustainable tourism and event management.

Furthermore, MICE offerings are increasingly emphasizing Japan's cultural and historical heritage. Destinations prioritize distinctive cultural experiences, which enable participants to engage in local traditions and hospitality in addition to conducting business.


The market has the opportunity to investigate the integration of traditional Japanese elements with modern event concepts, thereby increasing both engagement and attractiveness as Japan prepares for additional international events, such as future Olympic activities. An opportunity for exhibitors, meeting coordinators, and local governments to collaborate in hosting successful events that reflect Japan's unique traits and values is also presented by the increasing emphasis on regional partnerships and community involvement.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Japan MICE Market Drivers

Increasing Government Support for MICE Activities

The Japan MICE Market Industry has seen a notable increase in government initiatives aimed at promoting meetings, incentives, conventions, and exhibitions. The Japanese government has been actively funding and endorsing various international conferences and events, recognizing their potential to boost local economies. For instance, in a recent initiative, the Japan National Tourism Organization reported a target to attract 60 million international visitors by 2030, which aligns with supporting MICE activities across the country.

This influx is expected to significantly stimulate demand in the Japan MICE Market Industry, creating job opportunities and fostering economic growth. Established organizations like the Japan Convention Bureau are instrumental in this effort, collaborating with the government to enhance infrastructure and development tailored for international events, ultimately facilitating smoother operations and an uplifting visitor experience.

Growth of Business Travel

Japan is experiencing a resurgence in business travel that plays a vital role in enhancing the Japan MICE Market Industry. The Japan Travel Bureau noted a 15% increase in business travel bookings from 2019 to 2023, showcasing the country's robust economy and the necessity for businesses to convene for networking, collaboration, and learning opportunities. Major corporate organizations, such as Toyota and Sony, are continuously hosting quarterly and annual meetings on a global scale, further amplifying the demand for MICE services.

The direct correlation between corporate growth and the frequency of meetings illustrates that as Japanese companies expand their presence internationally, they require venues and services within the MICE framework, ensuring steady market growth.

Technological Advancements in Event Management

The integration of advanced technologies in event management has emerged as a key driver in the Japan MICE Market Industry. Innovations such as virtual reality, augmented reality, and sophisticated event management software enhance attendee experiences and operational efficiencies. According to recent surveys by the Japan Event Association, over 40% of event organizers in Japan have adopted advanced technologies to streamline planning and execute hybrid events in response to changing consumer preferences post-COVID-19.

This trend is supported by major technology firms like Fujitsu and NEC, which are investing in smart solutions for venue management. This shift not only elevates the quality of events but also attracts a younger demographic, a vital aspect of evolving the Japan MICE Market Industry.

Growing Preference for Sustainable Events

A growing emphasis on sustainability among corporate clients is significantly influencing the Japan MICE Market Industry. With increasing awareness regarding environmental issues, companies are prioritizing sustainable practices in their event planning. A recent report from the Japan Sustainable Tourism Alliance indicated that around 70% of Japanese companies prefer venues that demonstrate eco-friendly initiatives. This shift is driving venues to adopt greener policies, including waste management systems and energy-efficient technologies, to attract eco-conscious clients.

Organizations like the Japan External Trade Organization are advocating for green practices within MICE events, resulting in a broader acceptance and implementation of sustainable practices across the industry.

Japan MICE Market Segment Insights

MICE Market Event Type Insights

The Japan MICE Market has shown tremendous potential with its varied event types, categorically encompassing Meetings, Incentives, Conferences, and Exhibitions. The Meetings segment has been pivotal, serving as a major driver in enhancing collaboration among local and international businesses, which is crucial for the economic landscape of Japan. With cities like Tokyo and Osaka recognized as hotspots for meetings, the country showcases not only state-of-the-art facilities but also a rich cultural heritage that attracts global attendees. Incentives, constituting a significant part of this market, offer unique experiences that motivate employees and strengthen organizational loyalty, aligning with the changing corporate culture toward employee engagement.

The ability of Japan to provide distinct incentive programs that blend leisure and culture has made it a preferred destination for international corporations looking to reward their staff. Meanwhile, the Conferences segment supports knowledge-sharing and networking opportunities, thereby cementing Japan's reputation as a leader in innovation and expertise across various sectors. Cities such as Kyoto and Fukuoka are notable for hosting extensive conferences, which additionally support local economies through increased tourism. Lastly, Exhibitions play a crucial role in the Japan MICE Market, displaying industrial advancements and connecting brands with consumers.

These events encourage business growth and international partnerships, further enhancing Japan's position in the global market space. The robust infrastructure, coupled with a commitment to safety and hospitality, provides an attractive framework for these event types to flourish. Market trends indicate that Japan’s evolving landscape for MICE events will continue to rise, given advancements in technology and shifts in consumer behavior, creating vital opportunities for growth. Therefore, the Japan MICE Market segmentation based on Event Type demonstrates vital dynamics that collectively fuel the economy and promote Japan on the global stage.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

MICE Market Booking Mode Insights

The Japan MICE Market has gained significant momentum, particularly in the Booking Mode segment, which plays a crucial role in shaping overall market dynamics. The evolution of digital platforms has led to a remarkable shift towards online bookings, simplifying the process for organizers and participants alike. Technological advancements and the increasing preference for contactless experiences in the wake of recent global events drive this trend. As traditional offline methods continue to hold importance, particularly for large-scale events that require personalized service, the balance between online and offline booking methods is key.

The offline mode often caters to corporate clients and high-profile events where custom solutions are sought, thereby serving as a complement to the convenience offered by online platforms. Japan's MICE industry benefits from its rich cultural heritage, modern infrastructure, and strong governmental support, which enhances its appeal as a destination for international conventions and exhibitions.

The interplay between online and offline booking methods reflects changing consumer behavior and indicates significant growth opportunities as the market evolves.The demand for flexible and efficient booking solutions will likely foster innovation and competition in this space.

Japan MICE Market Key Players and Competitive Insights

The Japan MICE (Meetings, Incentives, Conventions, and Exhibitions) market represents a significant sector within the broader tourism industry in Japan, showcasing the country as a premier destination for international and domestic events. The competitive landscape is characterized by a dynamic interplay of various stakeholders, including event organizers, venues, and support services that contribute to the success of MICE activities.

Japan offers unique cultural experiences, advanced infrastructure, and a reputation for hospitality, making it an attractive choice for businesses and professionals seeking to host or participate in conferences and exhibitions. Insights into this market reveal strategic initiatives taken by key players to capture larger shares, enhance the quality of services, and promote collaboration among industry participants.

Japan National Tourism Organization stands out as a pivotal player in the MICE sector, actively promoting Japan as a leading destination for international events. Through strategic marketing campaigns, the organization actively engages with global MICE industry stakeholders, providing essential information on venues, attractions, and local hospitality services tailored to MICE events. The Japan National Tourism Organization leverages its extensive network to foster partnerships and create supportive frameworks that enhance the overall experience for event planners and attendees.

Organizing familiarization trips, supporting international bidding efforts, and offering financial incentives significantly enhance Japan's visibility and attractiveness in the MICE space. The organization’s commitment to showcasing Japan's unique cultural heritage and modern facilities strengthens its position within the competitive landscape, helping to ensure that Japan remains a favored destination for various international conferences and exhibitions.

Secom has established itself as an important player in the Japan MICE market, primarily through its specialized security and facility management services that cater to event organizers and venue operators. The company's key offerings encompass a wide range of security solutions, including surveillance, access control, and human resources for large events and exhibitions. Secom's profound understanding of security needs within the context of MICE events reinforces its competitive edge, allowing it to support the safe conduct of events across the country effectively.

The company’s market presence is enhanced by its extensive experience and established reputation within Japan, which serve to foster trust among clients. Secom has pursued strategic partnerships and collaborations with various event organizers as part of its growth strategy in the MICE sector, enabling it to expand its service offerings and enhance client satisfaction. Its focus on innovation and customer-centric solutions has positioned Secom as a preferred partner for MICE events, further contributing to Japan's evolving landscape in this important market segment.

Key Companies in the Japan MICE Market Include

• Japan National Tourism Organization


• Secom


• JTB Corporation


• Tokyo Disney Resort


• Marubeni Corporation


• Odakyu Electric Railway


• Nippon Travel Agency


• Kinki Nippon Railway


• Mitsubishi Estate


• Tokyo Convention and Visitors Bureau


• Nihon Kotsu


• Mitsui Fudosan


• ANA Group


• Keikyu Corporation


• The Daiichi Life Insurance

Japan MICE Market Industry Developments

The Japan MICE market has seen notable developments recently. The Japan National Tourism Organization continues promoting Tokyo as a premier meeting destination, aiming to boost visitor numbers post-pandemic. In October 2023, Secom acquired a stake in a technology firm, enhancing security solutions for large-scale events, which directly impacts the MICE sector.

JTB Corporation has also expanded its offerings in experiential travel, reinforcing its position in business events and incentive travel. Major players like Tokyo Disney Resort are enhancing their facilities to attract corporate events, aiming to diversify their revenue streams. Recent acquisitions, including Marubeni Corporation's strategic partnerships for logistics in MICE services, are designed to streamline operations and improve service delivery.

Moreover, companies like Nippon Travel Agency and Kinki Nippon Railway are investing heavily in creating seamless travel experiences for MICE participants. The Tokyo Convention and Visitors Bureau has reported an increase in international events scheduled for 2024, reflecting a resurgence in international travel. Notably, the market valuation of industry players like Mitsubishi Estate and Mitsui Fudosan has seen growth, driven by increased demand for conference facilities and venues in major cities like Tokyo and Osaka.

Mice Market Segmentation Insights

• MICE Market Event Type Outlook
  
  
  
  • Meetings
  
  
  • Incentives
  
  
  • Conferences
  
  
  • Exhibitions
  
  
  
  

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  MICE Market Booking Mode Outlook

  
  
  
  
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    Online

    
    
  
  
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    Offline

    
    
  
  
  
  

Report Attribute/Metric	Details
Market Size 2018	35.0(USD Billion)
Market Size 2024	37.25(USD Billion)
Market Size 2035	90.3(USD Billion)
Compound Annual Growth Rate (CAGR)	8.382% (2025 - 2035)
Report Coverage	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
Base Year	2024
Market Forecast Period	2025 - 2035
Historical Data	2019 - 2024
Market Forecast Units	USD Billion
Key Companies Profiled	Japan National Tourism Organization, Secom, JTB Corporation, Tokyo Disney Resort, Marubeni Corporation, Odakyu Electric Railway, Nippon Travel Agency, Kinki Nippon Railway, Mitsubishi Estate, Tokyo Convention and Visitors Bureau, Nihon Kotsu, Mitsui Fudosan, ANA Group, Keikyu Corporation, The Daiichi Life Insurance
Segments Covered	Event Type, Booking Mode
Key Market Opportunities	Sustainable event practices growth, Advanced technology integration, Hybrid event models rise, Increased international collaboration, Unique cultural experiences attraction.
Key Market Dynamics	Rising international tourism, Advanced technology integration, Sustainable event practices, Government support and incentives, Diverse venue options
Countries Covered	Japan