6CEIMICE●Economic ripple effects of holding international MICE （2016）●Total expenditure per international participant●MICE Marketing ProjectsEnhancing recognition of Japan as a MICE destinationPromoting MICE begins with growing recognition and understanding of the advantages of selecting Japan as a destination. In order to grow recognition of Japan as a destination for MICE, we are actively involved in promotional campaigns under our brand theme “New ideas start here”.MeetingsIncentive travel ConventionsIncentivesExhibitions※Including international airfaresConventionsExhibitions &Events13CategoryItemDefinitionExamples＊Total expenditure by participants, organizers, and exhibitors, expressed per capita MeetingsEvent TypePer Capita Spend※Total expenditure oninternational MICE325,069JPYConventions held by companies to bring related parties together for specific purposes.•Meetings between branch managers of foreign-affiliated companies•Meetings of auto sales agents•Seminars for overseas investorsDirect effectsIndirect effects319,722373,288JPYJPYTravel undertaken by companies to, for example, reward employees or agents, conduct training, or entertain customers.•Awards for employees with outstanding sales performance•Company anniversary commemorative toursConventions that are organized or sponsored by international agencies, organizations, or academic societies.•Annual Meetings of the IMF and the World Bank•International Society for Stem Cell Research Meeting•APEC Trade Ministers Meeting•World Conference on Earthquake EngineeringMICE is an acronym for Meetings, Incentives, Conventions and Exhibitions/Events. The effects brought about by MICE include not only promoting tourism and the economic ripple effects, but also creation of business opportunities, innovation, as well as enhancing the international competitiveness of countries and cities. As a result, countries and regions around the world are eager to attract and host MICE.Against such a background, the Japan Convention Bureau（part of JNTO）is carrying out various projects for both domestic and overseas stakeholders. Exhibitions, trade fairs, or other events that are held or sponsored by international societies, private sector companies or academic societies.•Tokyo Motor Show•Olympic Games•Tokyo International Film Festival•International Jewellery TokyoCorporate conventions/training/seminarsApprox.538.4billion JPYWe also use this brand for our advertisements, Japan booths at major overseas trade fairs as well as on our websites and social media to promote Japan's appeal and strengths as a MICE destination.Corporate incentives/corporate trainingApprox. 486.5 billion JPYApprox. 572.4 billion JPYEconomic ripple effects1,590 billion JPYJob creation effects96,000 peopleTax revenue 82 billion JPY274,893JPYConventions/academic conventions/international conventionsApprox.Approx.Average336,760JPYExhibitions/trade shows/eventsApprox.Attracting and Suppor Ting Mice,Which Brings a Wide Range of Ripple Effects●What is MICE?MProjects to Attract and Support MICE
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