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Fukuoka Growth 10 Global MICE Strategies with the Spirit of Selfless Hospitality, “Omotenashi”

Information & Strategy Office
In severe financial conditions, many municipalities are attempting to focus on policies for the efficient and effective financial operation. What is the necessary policy for the social and economic development? Municipalities are also expected to engage in marketing.
‘Information & Strategy Office’ was set up in URC as an advisory team serving for Fukuoka City with a mission to contribute to the economic growth of Fukuoka City.
In daily operation, it collects and analyzes data and information, consults to city bureaus and the general public, builds up policy options and recommends priorities to support Mayor’s decision making.
Every city is unique and has its own characterBifocal Eyes to Look at a City
- It is ideal to have bifocal eyes like a zoom lens to comprehend a city.
- Macro eyes would help understand the position of Fukuoka on the world map from a comprehensive point of view.
- Micro eyes would help capture the charms of Fukuoka from an ordinary resident’s point of view.
- These are often described as “bird’s-eye view, fish’s-eye view, worm’s-eye view”. Because a city continues to change day by day like a living creature, it is necessary to look at a city from diversified points of view.

Competition for Uniqueness
- Every city looks in similar colors from the universe.
- However, when visiting a city, each city has its own charms and characteristics.
- Examples would include an old townscape in Europe, a modern business street in the United States, a chaotic large city in Asia, and a traditional colony in Arab.
- The era pursuing the quantity and scale by mass production has shifted to the era focusing on the quality.
- As a result of globalization, urban planning to enhance unique charm and context of a city has become popular.

Uniqueness of Fukuoka
- What is the uniqueness of Fukuoka?
- “Fukuoka Growth” provided the data mainly from the macro-eye view from the first issue to the previous one.
- From this issue, switching to the micro-eye view, the unique “Quality” of Fukuoka is going to be thoroughly introduced.
- The theme of this issue is Fukuoka’s world-class “Quality of Life”.

September 5, 2013
Taichi GOTO
Head of Information and Strategy Office
Fukuoka Asian Urban Research Center

Fukuoka Growth [Growth Potential of Fukuoka City]
10 Global MICE Strategies with the Spirit of Selfless Hospitality, “Omotenashi” (19/12/2013 Version1.1)
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The Olympic Games are the world’s top class MICE event in terms of the degree of attention and the number of participating countries. Since Tokyo has been chosen by the International Olympic Committee to host the 2020 Summer Olympic and Paralympic games, Japan will attract more international attention than ever before. As the Japanese term “O-Mo-Te-Na-Shi” was adopted in the Tokyo’s presentation speech at the 125th Session of the International Olympic Committee in order to promote the traditional Japanese spirit of selfless hospitality, to host MICE is expected not only to encourage the international exchange in the local community but also to contribute to stimulate the local economy. Since it is considered to bring the large effect on the local community such as the economic ripple effect by the visitors expenditure and the increase of the business opportunities, many cities around the world are focusing on attracting MICE.
The more diversified MICE are held, the more overseas visitors are expected, which makes its effect larger. While a popular event with the ability to attract customers by calling wide range of citizen participation has an economic impact, an uncommon event specialized in a specific field also has the effectiveness because a large number of international specialists and entrepreneurs who are always seeking for innovations or new business opportunities would diligently participate in the valuable and rare conventions. It is necessary to attract international MICE which pass by temporarily but also bring a variety of visible or invisible effects on regional economy, industries, and education.
According to the criteria by Japan National Tourist Organization, Fukuoka City had 221 international meetings in 2011, which is the 2nd highest number in Japan, following Tokyo. According to other international criteria, the size of most international meetings held in Fukuoka City is considered relatively small, and the city falls off from the top rankings, with the outstanding challenges such as the size of the meetings and the number of international participants. While many Asian countries and cities are focusing on the MICE strategy as an important political campaign, Fukuoka City needs to commit the MICE strategy with a global point of view not only as a city in Japan but also as a city in the world, along with the national government which also focuses on the MICE strategy. In order to hold a beneficial MICE with the networking and business matching opportunity for international participants, it is needed not only to focus on attracting international MICE but also to prepare the networking environment of talents and businesses in Japan, which becomes the “O-Mo-Te-Na-Shi” for overseas visitors. It is important not only to solicit the appealing point of a city but also to strengthen the city policy focusing on the city’s uniqueness with a rich experience and proven performance of international meetings as well as building the strong relationships with international organizations and the close-collaboration with business industries and universities.

November 5, 2013

Naohisa HATAKEYAMA

Information and Strategy Office

Fukuoka Asian Urban Research Center

Figure 1. Trends in Number of International Meetings in the World, by Region Figure 2. Japan Top International Meeting Cities (2011)
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*Click on the figures to enlarge.
Fukuoka Growth [Growth Potential of Fukuoka City]
Data is the basis for planning.
No hypothesis or forecast can be established without logical grounds based on data analysis.
Data is related to various fields. To collect and analyze data is an important task.
In natural science, accumulated experimental data leads to new discoveries and evolution.
In business or policy making, a variety of data supports to build next strategies.
Data indicates “fact” at a certain point in time from a certain point of view.
In order to plan for the future of Fukuoka, it is important to analyze data from a variety of points of view and to prepare a more certain path for growth.
There is a variety set of data indicating the growth potential of Fukuoka city.
A series of reports “Fukuoka Growth” is going to be released twice a month.
In each issue it will diagnose and discuss the future of Fukuoka city and people by analyzing data relevant to a selected theme.
We hope this series of reports will be informative for those who are considering to live, study, work, invest, and start a business in Fukuoka.
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