One major cause of low productivity in the tourism industry is variation in the utilization rate (the difference between peak and off-peak times). Many tourism industries, such as the hotel industry, are equipment industries, and continuously operating their equipment (for example, the furnishings and buildings of lodging facilities) at a high level is effective for increasing productivity (total factor productivity). In terms of hiring as well, stabilizing the utilization rate reduces precarious employment, enabling continuous employment. This also aids in stabilizing hiring, reducing training costs, and improving the cultivation of in-house know-how, etc.
MICE have attracted interest abroad as a means of stabilizing the utilization rate in this way. More than a few DMOs overseas are emphasizing such MICE initiatives instead of tourism demand. However, although the term “MICE” has been imported to Japan, they tend not to be used systematically and strategically as means of promoting local development. Therefore, we examine the strategic value of non-tourism demand represented by MICE.