Tokyo's positive mood - Sep 01

With 49 designated convention cities to promote, competition among Japan's conference and meetings (C&M) sector is fierce. Yet its capital Tokyo's determination to chase Asia Pacific's C&M business has never been stronger. Tokyo faces a number of challenges in convincing Asia Pacific C&M groups to select the city, although of the 4.75million visitors who came to Japan last year, 64% were from Asia. However, according to the latest statistics from the International Congress and Convention Association (ICCA) Tokyo is placed 44th in the number of association meetings per city for 2000, at just 15 meetings. This number is almost half that of its 1998 placement. Additionally, in today's volatile economic climate, cost in particular is a major consideration of any C&M group, as are language barriers. "I have never taken a group to Tokyo as it is too expensive. English is not widely spoken and signs are primarily in Japanese. I do not believe there are sufficient activities for group outings that are both cost effective and enjoyable," Corning International Singapore regional manager south-east Asia Mr Michael Teo says. Yet Japan National Tourist Organization (JNTO) executive vice-president and director Japan Convention Bureau (JCB) Mr Yoshiya Iida is quick to point out Tokyo - and Japan in general - is becoming more affordable, as air fares and hotel rates are decreasing to meet the economic slowdown. Tokyo Convention & Visitors Bureau (TCVB) director Mr Yasuyuki Yabuki agrees. "It is perception rather than reality in regards to price," he says. "If you compare hotel room rates to Bangkok or Kuala Lumpur, then yes, they are more expensive. But compared to Hong Kong there is not much difference in room rates. "While we do not deny hotel meals can be expensive, Tokyo has so many restaurants to choose from, in all price ranges to suit every group," he adds. It is a message which Tokyo needs to convey more strongly to the Asia Pacific market. Mr Iida admits internationally Tokyo is not as strong as it could be in the convention sector. Yet this hopefully is set to change. The TCVB was established three years ago to attract conventions and incentives. "Our aim is to double the number of meetings and visitor numbers," Mr Yabuki says. "We launched the 'Yes Tokyo!' five-year marketing campaign to raise awareness last November and we're continuing to promote to those not familiar with Tokyo. We need to promote the city as a destination of its own standing, particularly as competition among the convention cities is strong." Business from Taiwan and South Korea has been earmarked because of their proximity to Japan and Mr Yabuki adds the TCVB is also keen to cultivate the Singapore and Hong Kong markets. "Traditionally Tokyo - and Japan - has hosted mainly academic association meetings," Mr Iida adds, "but this too is changing. The JNTO is advising every convention city to expand their scope and target new markets." The JNTO has also appointed its first JCB director outside Japan in Seoul and Mr Iida admits in the future, they would like to appoint such directors in Hong Kong and Taiwan. These directors may help in dispersing the image there are major language barriers in Japan. "The Japanese education system has changed to ensure people can communicate with overseas visitors," Mr Yabuki stresses. "Many younger people speak English very well, but as they're not so used to overseas visitors they may be shy to use it. But those who work in the C&M industry speak English." Deutsche Bank AG, Asia Pacific corporate communications events manager Ms Annie Yeo - who has organised conferences in Tokyo - remains convinced doing business in the city is relatively easy. "While it is expensive to host an event in Tokyo and while I've found hotel conference departments do not always work overtime - so it can be difficult to get hold of the relevant people - it is an important place for us so we will hold more events there," she says. "It isn't that difficult to do business in, even with some language barriers." Travelling to Tokyo is relatively simple. Its national carrier Japan Airlines flies from destinations within Asia Pacific as do other international airlines. "Narita airport is scheduled to open another runway in 2002 to cope with increased visitor numbers expected for the World Cup," Mr Yabuki adds. "In addition, the government is keen to see Tokyo Haneda airport receive more international flights by 2005 and is to build one more runway." Both the TCVB and JNTO are confident the World Cup will attract more corporate groups to the city. Tokyo is already well equipped with the major four- and five-star hotel brands dedicated to the C&M market, although Mr Iida does admit there is a lack of good three-star properties. The 445-room The Westin Tokyo is located in the Ebisu district and its 1,020sqm ballroom accommodates 660 banquet style and offers a variety of other function spaces. The Star Room seats 220 and a further four meeting rooms are available, plus three boardrooms. For a more boutique-style hotel, the 83-room Sofitel Tokyo, overlooking Ueno Park, offers five function rooms, suitable for small or medium-sized conferences, ranging in size between 60-190 theatre-style. One of the newest hotels in town is the 400-room Cerulean Tower Tokyu Hotel, which opened in May this year. And Mandarin Oriental has announced it will open a 171-room property in the city in late 2006 that will offer meeting facilities. A 390-room Grand Hyatt property is also scheduled to open in 2003. The larger-sized conventions can be staged in either of the city's purpose-built convention and exhibition centres. The Tokyo International Forum (TIF) - located in the centre of Tokyo, close to many of the hotels - offers the biggest hall in Japan, seating 5,012, according to TIF deputy director convention team Mr Izumi Koyama. The 1,400sqm Hall B offers simultaneous interpretation systems and can be divided into two halls. Hall C has seating for 1,502 and a further 30 additional conference rooms are available, as well as a 5,000sqm exhibition hall. Challenging TIF for the major exhibitions, the Tokyo International Exhibition Center (known as Tokyo Big Sight) sits on the waterfront area of Tokyo Rainbow Town, and houses 230,000sqm of exhibition halls and conference facilities. Its Tower Building offers 17 conference rooms of various sizes, all equipped with the latest audio-visual equipment, and the International Conference Room accommodates 1,000. According to Mr Yabuki, as there are no more plans to construct any more convention and exhibition centres in Tokyo - primarily due to the economic downturn - the TCVB would like to see more co-ordination with convention centres near to Tokyo. "For example, the Chiba Prefecture, located between Narita airport and downtown Tokyo, has an occupancy rate of 50%, so Tokyo's centres and Chiba should co-ordinate more closely and complement each other," he says. As Mr Iida summarises, it is not that Tokyo lacks hotel or convention venues, quite the contrary. "But it is a question of promotion and looking at how we can promote Tokyo to the world," he says. "The new governor of the Tokyo Metropolitan Government is proactive and keen to promote the city. So once we get the message out we are not as expensive as perceived to be, and that we do have the right infrastructure, we hope to increase visitor numbers from Asia Pacific in the near future."