From transit points to themed destinations and MICE (Meetings, Incentives, Conferences, and Exhibitions)
On September 8, 2026, the Chiba Prefectural Convention Office organized the “Chiba Prefecture Tourism and MICE Destination Introduction Workshop” in Hanoi, attracting dozens of Vietnamese travel agencies. The event showcased the potential of leisure tourism, conferences, events, and incentive travel, while also seeking opportunities for cooperation with Vietnamese businesses.
Representatives from the Organizing Committee introduced Chiba’s tourism potential and the possibility of connecting with MICE programs and conducting specialized surveys for the Vietnamese market. Photo: Ho Ha.
The message, “Discover Chiba, the ideal destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) events,” shows that the region is expanding its market approach. Beyond general sightseeing programs, Chiba is targeting groups with specific needs such as meetings, professional surveys, educational exchanges, technical tours, and learning about production models.
Ms. Matsumoto Fumi, Chief Representative of the Japan Tourism Agency’s Vietnam Office, assessed that Chiba possesses abundant natural beauty, many unique tourism resources, and Narita International Airport, an important gateway connecting Japan with the world.
“Chiba is a very attractive destination for Vietnamese tourists. I sincerely hope that this seminar will open up new opportunities for exchange and business cooperation,” Ms. Matsumoto Fumi shared.
According to Ms. Matsumoto Fumi, the Japan Tourism Agency’s Vietnam office hopes to continue introducing the diverse attractions of Japanese localities to Vietnamese tourists, while strengthening cooperation with partners and relevant organizations to boost visitor numbers to Chiba.
Representatives of Vietnamese travel businesses attend the Chiba Prefecture Tourism and MICE Destination Introduction Workshop in Hanoi , September 8, 2026. Photo: Ho Ha.
Chiba’s outstanding advantage lies in its proximity to Tokyo and its possession of Narita International Airport. In her presentation at the conference, Ms. Gina Rivera, representing the Organizing Committee, introduced Chiba as a gateway to Japan, with convenient connections to major tourism and economic centers.
Many popular destinations for international tourists are located in Chiba Prefecture, notably Tokyo Disney Resort. The area also boasts Naritasan Temple and the historic Sawara district, with a history spanning approximately 300 years. These resources can be incorporated into MICE (Meetings, Incentives, Conferences, and Exhibitions) itineraries, incentive travel, and specialized surveys.
The autumn foliage around Lake Kameyama adds to the allure of exploring Chiba during the red leaf season. Photo: Provided by the Organizing Committee.
The company plans to bring the product to market.
From a business perspective, Chiba’s potential has been recognized, but to bring the product into regular operation, support policies need to be specifically tailored to each customer group.
Mr. Doan Ngoc Tung, Director of MTV Travel, said that Chiba is not an unfamiliar destination for businesses specializing in Japan tours. The challenge is to integrate local attractions into existing programs in a reasonable way, ensuring a convenient route and creating sufficient appeal for customers.
According to a plan revealed by Mr. Doan Ngoc Tung, travel agencies can add Chiba destinations to the 5-day, 4-night Mount Fuji-Tokyo itinerary. From the familiar program consisting of one night in the Mount Fuji area and two nights in Tokyo, businesses can adjust it to one night in Mount Fuji, one night in Tokyo, and one night in Chiba.
“Basically, considering the route and attractions in Chiba, this tour is entirely feasible,” Mr. Doan Ngoc Tung commented.
According to him, Chiba is well-suited for peak seasons such as cherry blossom season and autumn foliage season. Local flower viewing spots and seasonal landscapes have their own unique appeal, while Tokyo often faces significant pressure for accommodation during these periods.
Including a night in Chiba could help redistribute accommodation demand while adding a fresh element to an already familiar itinerary. “The Tokyo itinerary is old, but incorporating Chiba will make it a new one,” said Mr. Doan Ngoc Tung.
Cherry blossoms bloom in the park near Narita International Airport, one of the points that can be included in a spring sightseeing itinerary in Chiba. Photo: Provided by the Organizing Committee.
However, for products to be sold on a weekly or monthly basis, businesses need more information regarding pricing, services, promotional policies, and applicable conditions. According to Mr. Doan Ngoc Tung, Chiba tends to prioritize MICE and incentive travel groups over general tourism groups. Support activities may include gifts or traditional cultural performances, but specific benefits can only be determined when businesses provide complete information about the size, schedule, and nature of the group.
Accommodation conditions in Chiba are also considered an important factor in determining whether tour groups are eligible for support. This mechanism could help transform Chiba from a destination where tourists land via Narita International Airport or make a day trip into a planned accommodation option on their itinerary.
Mr. Nguyen Van Tha, Chief Representative of Japan Dream Tour Company, a unit specializing in providing wholesale land tours in Japan to travel companies bringing tourists to the Japanese market, said that Chiba destinations have appeared in many programs for Vietnamese tourists.
In spring, visitors can go to the Dutch-style village to admire tulips and cherry blossoms. Summer offers aquarium tours with killer whale shows, attracting many families with children. Tokyo Disney Resort and major outlet malls are also popular attractions for international visitors, including Vietnamese tourists.
According to Mr. Nguyen Van Tha, Chiba is looking to attract more MICE (Meetings, Incentives, Conferences, and Exhibitions) groups and is implementing support policies based on size. International groups of around 30 people staying one night in Chiba may receive souvenir gifts. For business groups of 70 or more organizing gala events, the local government may support traditional performances to enhance the event experience.
The Nokogiri Mountain Cable Car offers visitors breathtaking views of Chiba’s mountains, sea, and coastal settlements from above. Photo: Provided by the organizers.
In addition to benefits for tourists, tour operators may also be eligible for appropriate policies. However, the support mechanism needs to be discussed and determined based on the information of each group.
Accommodation capacity is a favorable condition for Chiba to develop themed tours and MICE (Meetings, Incentives, Conferences, and Exhibitions). According to Ms. Gina Rivera, the prefecture has more than 1,200 accommodation establishments, ranging from traditional ryokan, 3-star and 4-star hotels, resorts to international chain hotels.
Brands like Sheraton Tokyo Bay and Hilton Tokyo Bay can cater to groups requiring international standards. However, Chiba is a vast area with 54 cities and towns, so the choice of hotel, restaurant, or event venue must be based on the itinerary, size, and location of the group’s activities.
According to Ms. Gina Rivera, if a business needs a venue or restaurant to serve around 100 guests, Chiba can provide advice based on specific requirements. Providing support tailored to each group’s needs is more suitable than offering a general list of services that may not be convenient for the itinerary.
To translate collaborative opportunities into marketable products, Vietnamese businesses need to clearly define the segment, scale, and needs of each group. Chiba needs to provide a unified point of contact, transparent policies, and the ability to quickly connect with schools, specialized agencies, businesses, and service providers. Once these conditions are met, themed tours and MICE (Meetings, Incentives, Conferences, and Exhibitions) could become a new avenue for tourism cooperation between Vietnam and Chiba.
Source: https://baodautu.vn/tour-chuyen-de-mice-mo-du-dia-moi-cho-hop-tac-du-lich-viet-nam-va-chiba-nhat-ban-d696582.html
AloJapan.com