Okinawa is keen to catch up with rival destinations and show association executives that it is more than just a tropical holiday destination in Japan
Okinawa is emphasising its geographical position at the very centre of the Asia-Pacific region as it ramps up efforts to attract more association events to islands that have absorbed the best elements of their neighbouring nations, from cuisine that reflects the influences of China and South-east Asia to the well-honed organisational skills and technology of Japan and the warm welcome that is a hallmark of the region.
“Historically, the associations sector has not been so large in Okinawa and it is only in the last decade that the convention and visitors bureau has been really pushing it,” said Yoshie Johnson, executive director of Okinawa Congress Corporation (OCC).
“We are clearly behind destinations like Australia and Singapore in this (business), but we are looking at them, and others too, to learn how to encourage more people to come to Okinawa,” she told TTGassociations.
At press time in November, OCC was helping to organise the general meeting of the Asia Patent Attorney Association, with a welcome reception, cultural activities and opportunities for delegates to take part in traditional Okinawan handicrafts and to sample local food all part of the package. The highlight of the event, Johnson said, would be a banquet for 2,000 people.
Conference organisers in Okinawa are keen to point out that the destination is just under three hours by air from Tokyo, and sits close to other major Asian cities. Naha Airport is three hours from Manila, 90 minutes from Taipei, less than two hours from Shanghai, and 2.5 hours from Hong Kong and Seoul. This close proximity, they believe, can serve as a critical deciding factor for associations planning an event.
The Okinawa Convention and Visitors Bureau (OCVB) has recently introduced a series of measures designed to bring more associations to the prefecure, including having Miss Okinawa ambassadors greet delegates at reception parties and assisting in presentations and ceremonies, arranging official welcomes at the airport, and providing conference bags and professional entertainers skilled in Okinawan cultural performances for parties.
OCVB is also able to subsidise charter buses for delegates and arrange discounts for venues, including the Okinawa Convention Centre and the Bankoku Shinryokan.
The bureau’s attention to detail has been praised by associations that have sought out its assistance, with a number of the 498 delegates involved in the 28th Japan Association for International Health Congress back in 2013 saying they were so impressed with the service and the destination that they wanted to move to Okinawa.
“We believe there is clear potential for this market to grow rapidly,” said Mio Higa, coordinator of international sales for The Terrace Hotels Co.
The company operates The Busena Terrace hotel, adjacent to the Bankoku Shinryokan which hosted the Group of Eight summit in July 2000.
“Our properties are working closely with the convention bureau and participating in a lot of international trade shows to raise the profile of both the hotel and Okinawa as a destination for association gatherings,” Higa said.
Yet Carl Bastian, who founded the Ryukyu World Office to act as a go-between for Okinawa-based companies and organisations looking to bring their business to the prefecture, said there was still much to be done before Okinawa could be considered a major player.
“I feel we are still a little unprepared for all the potential business that is out there, although the prefecture is putting a lot of energy into promotion,” he told TTGassociations.
Even the biggest hotels on the island lack dedicated venues capable of meeting the needs of gatherings with 2,000 guests or more, while Okinawa remains more expensive than rival destinations, Bastian added.
However, the space problem will likely be solved with the scheduled opening of a state-of-the-art convention centre in 2020. This venue will debut with 20,000m2 of exhibition space and there are plans to add a similar amount of space in the future. With it, Okinawa will finally have a venue capable of hosting events with up to 20,000 pax.
“That will make a huge difference,” remarked OCC’s Johnson. “The industry here is looking forward to it being available and the feeling is that it will significantly raise Okinawa’s profile.”
