As the Japan Convention Management Association (JCMA) – the largest convention association in Japan with around 260 members – approaches its 10th anniversary in 2025, representative director Hirotake Chikanami reflects on the organisation’s past, present, and future contributions to the business events industry
What has the JCMA learned from a decade of operations?
We have learned that our continuous proposals and specific requests to the government and related organisations will lead to measures by the national and local governments that make it easier for us to do business and eventually lead to business opportunities for members.
Also, industry associations play an important role in developing human resources by providing learning and exchange opportunities. If MICE-related organisations collaborate in such activities, it will increase their effectiveness.
JCMA was a special cooperating organisation for the inaugural Japan MICE Expo in Osaka in 2024. How and why did the JCMA get involved?
The main purpose of our participation was to promote exchanges with various players in the MICE industry and to recruit member companies.
Since most JCMA activities are centred in Tokyo, it is difficult for members outside of the Tokyo metropolitan area to participate, and the Japan MICE Expo provided a valuable opportunity to meet with members and businesses in western Japan and better understand JCMA activities. We also had the opportunity to meet with students interested in MICE, and they were able to deepen their understanding of the industry and JCMA.
The JCMA motto is “Gather people, create a new world.” How are you delivering that?
MICE is not only about people who gather at the venue, the wide range of businesses and staff, and the host city. It also has an economic effect and leaves a legacy in society and the community.
When people gather, their five senses are moved, so what I want to promote is real/live events. Virtual/digital events have evolved remarkably, but I believe that nothing can compare to the experience gained by meeting in real life.
The pandemic has further strengthened my belief, and we are reviving the holding of real events as an association and visits to overseas MoU organisations, which have been suspended for some time.
How do you keep members engaged and active?
Our main activities are training and seminars, networking, and sharing knowledge.
JCMA has seven committees: human resource development, member communication, public relations (information), diversity, international exchange promotion, future generation and Sustainable Development Goals promotion.
Each committee considers what members are looking for, and plans programmes that match member needs. The committees also disseminate information and provide opportunities for members to participate in activities.
Japan aims to grow its business events industry as part of its goal to create a tourism-orientated nation. What role can JCMA play in this effort?
The JCMA holds regular meetings with government agencies and related organisations to exchange opinions and make proposals at appropriate times. The purpose of these activities is to provide “voices from the frontlines” and have them reflected in policies to build momentum for the promotion of MICE projects throughout the country and to improve the environment for attracting and hosting MICE events.
From the Proposal for MICE Reactivation (January 2023), which aimed to quickly revive the MICE business after the pandemic, MICE promotion measures were included in the Action Plan for Expanding Inbound Travel in the New Era, announced by the government in May 2023.
What challenges does Japan face in developing the business events industry?
First, the government and the public must become more aware of the economic benefits of MICE through efforts to expand recognition of the industry and promote collaboration among different industries and between industry, government and academia.
To this end, we are expanding our reach to students studying tourism and MICE. Our efforts include financial support for and participation in student pitch projects dealing with MICE-related themes, MICE courses and career seminars at universities and other institutions, student-oriented projects within association programmes, and the use of social media.
The second issue is to promote cooperation among related industry associations.
In Japan, in addition to the convention industry association that JCMA serves, there are also trade associations for exhibitions, event industry associations and others that are independently developing their activities. I believe that these associations can further deepen their cooperative relationship and produce greater results by conducting joint projects.
Since assuming the position of representative director, I have been focusing on strengthening cooperation with related organisations. For example, in February 2024, we organised the industry’s first-ever joint exchange meeting of four MICE-related organisations, where more than 250 employees from each organisation participated in AR sports. I vividly remember the enthusiasm with which the employees from different industries exchanged opinions at the reception that was held at the same time.
It is also important for related organisations to work together to create industry-wide rules. One example of this is the publication in September 2024 of a user-friendly sustainability guidebook for MICE organisers, jointly issued by six MICE-related organisations in Japan.
What does the future have in store?
I believe that we will move towards a more advanced kind of MICE that more extensively utilises technology. As an industry association, we need to take a broader perspective and increase our membership to include members from different industries; select and support young people who can utilise systems and technology; and strengthen our efforts to learn and share advanced approaches among our members, both in Japan and overseas.
From April to October, Japan will host Expo 2025 Osaka, Kansai Expo, and many JCMA members are involved in its implementation and operations. This is the perfect opportunity to demonstrate that our MICE industry makes a significant contribution to society.
For this reason, we have decided to hold this year’s JCMA general meeting in Osaka for the first time, and plan to implement the JCMA 10th anniversary project in conjunction with Expo 2025.
