The Japan National Tourism Organization (JNTO) is working with the Japan Tourism Agency to raise Japan's presence as a host of international conferences. As part of this initiative it has started a MICE (Meeting, Incentive, Conference, Event) Ambassador Programme. The people who have been chosen as Ambassadors are influential figures in academic and industrial circles. They will act as the face of the nation, contributing to publicity efforts and helping to attract more international conferences to Japan.
Ambassadors will use their networks and the influence in their respective fields to publicise the importance of holding international conferences.
They will also promote Japan as a location for such events. JNTO and the Japan Tourism Agency will assist by providing the following support.