What is MICE?

MICE is an acronym that stands for:

• Meetings by companies and other organizations
• Incentive travel and training trips organized by companies and other organizations
• Conventions and conferences held by international agencies and organizations, academic associations, etc.
• Exhibitions/Events such as trade fairs

It is an umbrella term for business events and similar where high levels of turnout and exchange are expected.

Effects of Attracting and Hosting MICE Events

Large economic effects

1. Participants stay longer and spend more per head than general tourists.
   Convention participants:
   　 39,831 yen/person (FY2019 Hiroshima Convention and Visitors Bureau Event Report)
   General tourists:
   　17,410 yen/person (2019 Hiroshima City Tourism Report)
2. Stable year-round demand compared to general tourism
3. Minimally affected by the economy compared to general tourism

Creation of business opportunities and innovation

1. Opportunity for introduction to new technologies and products
2. Creation of new business opportunities by serving as an interpersonal networking venue

Increase in city competitiveness and city brand visibility

1. Can promote the host city domestically and internationally
2. Leads to improved quality of event hosting
3. Promotes international exchange
4. Leads to additional visits to the host city

Why the City of Hiroshima Works to Attract MICE

Hosting MICE makes a city more competitive, not only through an economic ripple effect, but also through a social ripple effect, creating opportunities for business and innovation and affecting the city’s culture, industry, and talent development.

At the same time, such benefits can be expected to contribute to our promotion of peace through welcoming visitors and to boosting our brand visibility. As such, we proactively work to attract MICE, working towards realizing our vision of an International Peace Culture City.

Global MICE City

As a Global MICE City, the City of Hiroshima is working on the expansion and consolidation of its work to attract MICE and support their implementation.

Designating Global MICE Cities＜外部リンク＞ (link in Japanese) is an effort begun by the Japan Tourism Agency in FY2013. It provides concentrated support to cities selected for their strong potential for attracting MICE, aiming to foster internationally competitive cities and achieve the goal of "cementing Japan's spot as number one country in Asia for international conference hosting by 2030.”

In FY2013, Tokyo, Yokohama, Kyoto, Kobe and Fukuoka were selected as Global MICE Strategic Cities, and Osaka and Nagoya were selected as Global MICE Strengthened Cities.

In FY2015, Hiroshima, Sapporo, Sendai, Chiba, and Kitakyushu were selected as Global MICE Strengthened Cities.

(They are all currently referred to as Global MICE Cities.)

June 30, 2015 press release on Hiroshima’s selection (Japanese)

Hiroshima’s MICE Logo

 In 2018, we created a MICE logo.

Logo explanation

The logo combines a paper crane, symbolising peace, and a red circle, representing the Japanese flag or the Flame of Peace, to form an H for Hiroshima.

The brand name: Hiroshima, Japan

The name brings together Hiroshima, recognized worldwide as a city linked with peace, with Japan, which has strong global branding as a MICE venue.

The tagline: Meeting Resolutions

By using the word “resolution” in both the sense of coming to peaceful solutions and of being resolute in solving problems, the tagline has two meanings:

• Promotes Hiroshima, a peace-seeking city, as “a place where peaceful resolutions can be made” and “a city resolved for peace”
• Shows our readiness to help guests seeking resolutions to issues

February 5, 2018 press release on the logo’s announcement (Japanese)

For inquiries regarding this page

MICE Strategy Division, Tourism Policy Department, Economic Affairs and Tourism Bureau
Tel: 81-82-504-2602 // Fax: 81-82-504-2253
Email: mice@city.hiroshima.lg.jp