Revitalizing Regions Through the MICE Industry: Interview with KIKUCHI Shoko, Chief of General Affairs, Kumamoto International Tourism & Convention Association

Hello, this is Jiro!

In early February, we traveled to Kumamoto, Japan for a field visit.

Drawing on insights from this trip, we interviewed KIKUCHI Shoko, Chief of General Affairs at the Kumamoto International Tourism & Convention Association (hereafter “the Association”), about how the MICE industry is contributing to regional revitalization in Kumamoto.

The Association plays a central role in promoting the prefecture’s MICE sector by attracting international conferences, exhibitions, corporate events, and incentive travel programs.

Notably, many of its staff members are either originally from Kumamoto or graduates of local universities, giving them a deep understanding of the region.

So, let’s dive into what she shared with us.

Large international conferences typically require major venues, accommodations, and strong transportation access, which is why they are often concentrated in city centers.

To address this, the Association is working to build a region-wide hosting system that extends beyond central Kumamoto and involves the entire prefecture.

One key initiative, she explained, is the development of unique venues in collaboration with surrounding areas, along with programs that encourage short regional trips.

A unique venue is not a standard convention hall or hotel. Instead, it refers to a location that offers something distinctive to that region—such as its traditions, atmosphere, and cultural identity—creating an experience visitors can only have there.

A great example is Sakuranobaba Josaien’s “Sakura no Koji.”

This attraction is designed entirely around the theme of Kumamoto, featuring local foods, regional specialties, and souvenirs made within the prefecture.

It serves not only as a shopping spot, but also as a place where visitors can experience the essence of Kumamoto in one location.

When she spoke about initiatives that encourage travel, we immediately thought of the Kumamoto guidebook we personally used during our visit.

Produced by the Association, it provided detailed information on sightseeing routes, along with clear guides to local buses and streetcars, how to use them, and even QR-linked resources.

This made getting around the city easy—even for first-time visitors.

The guide introduced a sightseeing route linking the Kumamoto Castle Museum, Kumamoto Castle, Suizenji Jojuen Garden, and Kumamon Square, and we were able to follow that exact path during our trip.

*Right outside Kumamoto Station, we stopped by the information counter to ask about transportation. The staff explained everything slowly, clearly, and kindly, which made it very easy to understand.

So don’t hesitate to ask questions—they’re very helpful and welcoming.

You may notice several buses shown on our Wakuwaku 1-Day Pass photo. We were told that all of those buses are covered by the pass, meaning you can ride them without paying extra.

During the interview, she also highlighted the critical role of transportation infrastructure in regional tourism development.

Accessibility, she explained, is not just about making destinations easier to reach—it directly affects city circulation, visitor stay duration, and even overall spending.

To address this, the Association is implementing several initiatives:

Key Measures

Working with government bodies and local transport providers (taxis, buses, etc.) to improve mobility systems

Offering multilingual transportation guidance from airports and Shinkansen stations to major attractions, tailored for MICE and international visitors

Designing half-day and one-day model itineraries

Sharing convention schedules with transport operators to ensure sufficient transport capacity

To fully unlock the wide range of benefits the MICE industry offers—not just revenue, but also regional value creation and repeat visitation—initiatives such as unique venues and travel-inducing programs are essential.

In this context, KIKUCHI Shoko stressed that these efforts cannot be achieved by the Association alone. She emphasized that the key lies in strong communication skills that build cooperation among local stakeholders.

Currently, 22 convention centers are operating nationwide, and with new projects underway in cities such as Jeonju, Pohang, Chungcheongnam-do, and Gangneung, that number is projected to reach 30 by 2030.

If convention-center cities function as regional hubs while surrounding areas develop distinctive unique venues, this network can actively encourage visitors to explore beyond the main site. In that case, convention centers themselves could become powerful engines of regional revitalization.

At Jiro, we also hope to contribute—step by step—to discovering and shaping unique venues rooted in local stories.

If you’d like to collaborate with us, feel free to reach out anytime.