Japan widens MICE campaign to the UK

Japan is to extend the focus of its Yokoso Japan campaign to the UK in an attempt to build awareness of its MICE offering. Launched in 2002, the campaign, which highlights new regions in Japan and tourism products, commenced in key neighbouring markets such as South Korea, Hong Kong and China before extending to America. This year marks the European stage of the promotion. Simon Halewood, director of the Japan Convention Bureau London office, a division of the JNTO, believes it will have a positive impact on the MICE market from the UK. "It will certainly raise the profile of Japan so it will in turn benefit the MICE market," he said. "People will perceive it as a leisure destination and then look at it in terms of an incentive destination. At the moment, organisers tend to think of Japan as a place for business and corporate events or association meetings." Other promotional developments by the Japan Convention Bureau include a destination roadshow in the autumn to showcase the Kansai region, which covers Kyoto, Osaka, Kobe and Nara. This will be succeeded by an educational programme in the spring, targeting agencies in London and the south east.

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