Yokohama City Announces "Yokohama Tourism and MICE Strategy" Targeting 2030
Yokohama City has developed the "Yokohama Tourism and MICE Strategy" to utilize its abundant cultural, historical, and natural charms for the advancement of its tourism and MICE sectors. This strategy is grounded in the fundamental concept of co-creating with its citizens an urban resort that is chosen by the world. To achieve this goal, four key strategies have been established:
a. Creating a city brimming with diverse charms and inspiring experiences:
Exploiting Yokohama's vibrant waterfront, historic port opening, cultural arts, and varied events to attract more repeat visitors and foster a city rich in discoveries and emotional moments.
b. Strengthening the position as a global MICE city:
Capitalizing on Yokohama's unique attributes to entice economically significant international conferences and medical conventions, bolstering its stature as a MICE destination and augmenting its societal impact.
c. Stimulating the city's economy and enhancing human resources:
Employing the cluster of businesses, research entities, and startups to boost the tourism and MICE industry's productivity and value. Additionally, a focus is placed on nurturing the human resources that support MICE.
d. Advancing sustainable tourism and MICE:
Engaging businesses, DMOs, the government, and citizens in a collective effort to promote tourism and MICE throughout the region. This not only aims to invigorate the local economy but also emphasizes preserving the environment and fostering cultural continuity.
Yokohama City, situated near Tokyo, is characterized by the following features, and the implementation of this MICE strategy promises to further enhance these attractions:
i. A blend of diverse attractions:
Yokohama City is a melting pot of various attractions, including its rich history, culture, an open waterfront, green spaces, music, sports, city-wide events, an array of businesses and research institutions, extensive convention facilities like Pacifico Yokohama, and renowned international hotels. Integrating these elements, Yokohama aspires to create distinctive experiential values and spark new vibrancy.
ii. An urban resort with an open waterfront:
Yokohama's waterfront, nestled in the urban environment, offers a retreat that is both soothing and extraordinary. By leveraging waterfront hotels (like Yokohama Grand Intercontinental Hotel, The Kahala Hotel & Resort Yokohama), cultural and commercial facilities (such as Yokohama Red Brick Warehouse, K Arena Yokohama), and cruise ships, the city is committed to enhancing the experience for both business and leisure visitors.
iii. Preserving historical assets and culture:
Yokohama City utilizes various resources that reflect the history and culture of its port opening, such as modern historical buildings, Chinatown, Sankeien Garden, and Yamate Western-style houses, to elevate the unique experiential value of Yokohama through the art of storytelling.