The Japan Incentive Travel Roadshow in Singapore brought together 30 suppliers from the region.
Japan continues to be a strong magnet for international visitors, recording 21 million arrivals from January to June 2026. Last year, the country welcomed 42.7 million international visitors, up from 36.9 million in 2024.
The country rose to sixth in the ICCA GlobeWatch: Business Analytics Country and City Rankings 2025 after hosting 491 international association meetings. Japan is targeting a top-five global position and the number-one ranking in Asia by 2030.
Technology is a priority sector. Japan ranks second only to the US for international technology conferences and is placing greater emphasis on attracting events linked to artificial intelligence.
Nobukazu Kubo, director of the Japan Convention Bureau, Japan National Tourism Organization (JNTO), said the focus of international conferences has moved beyond simply increasing attendance numbers.
“Participants now seek not only the conference itself but also enriching experiences that include the host destination’s unique culture, cuisine and interactions with local communities,” he said. “With its advanced industrial base and rich cultural assets, Japan is well positioned to meet these evolving expectations.”
Kubo said international conferences at new venues in Nara and Nagasaki had been well received, allowing delegates to combine business programmes with regional experiences. Speaking at the Japan Incentive Travel Roadshow in Singapore, he encouraged planners to work with JNTO and regional convention bureaus to extend itineraries beyond the host destination.
The roadshow brought together 30 suppliers representing destinations including Shizuoka, Kurashiki, Nara and Tohoku. New accommodation includes the 264-room Novotel Nara, which opened in 2024 near Nara Park and can host gala dinners for up to 80 guests. The 48-room Hoshinoya Nara Prison opened in June 2026 in a converted former prison and includes a museum exploring the concept of freedom.
Regional experiences included denim-making workshops offered by Around Naoshima in Kurashiki, Okayama. Kyushu-based JR Kyushu Private Travel Service showcased chartered train programmes and behind-the-scenes access to Shinkansen operations.
JNTO plans four further Asian roadshows in Seoul, Kuala Lumpur, Jakarta and Manila by January 2027.
Its Incentive Support Menu FY2026 is accepting applications until 28 February 2027, with submissions required at least one month before departure. Support includes one gift per participant, two VIP gifts and a welcome card and letter from JNTO.
Eligible groups must include at least one qualifying element: a gala dinner with an awards or performance component; an overnight stay outside a major metropolitan area; a technical or company visit; spending of at least US$3,000 per person excluding airfare; or daily spending of US$500 per person.