Osaka is setting its sights on a new frontier in tourism. The Osaka Convention & Tourism Bureau has officially unveiled its forward-thinking strategy for 2026-2027, placing a significant bet on the burgeoning ‘Bleisure’ market. This innovative approach, which seamlessly blends business travel with leisure activities, aims to transform the city’s MICE (Meetings, Incentives, Conferences, and Exhibitions) landscape and solidify its reputation as a premier destination in Asia.
Decoding the New MICE Strategy
At the heart of the new plan is the ambition to attract high-value business travelers and encourage them to extend their stays for leisure. The strategy outlines a clear objective: to increase per-traveler spending by an impressive 30%. To achieve this, the Bureau will focus on developing curated travel packages and post-conference itineraries designed to showcase the rich cultural, culinary, and entertainment offerings of Osaka and the wider Kansai region.
This move is strategically timed to capitalize on major upcoming developments, most notably the planned Integrated Resort (IR). The IR, expected to feature world-class conference facilities, hotels, and entertainment venues, will serve as a powerful magnet for large-scale international events. By integrating these state-of-the-art facilities with unique local experiences, Osaka aims to offer a MICE proposition that is both efficient for business and enriching for pleasure.
The Context: A Post-Pandemic Push for Quality Tourism
Osaka’s strategic pivot comes at a crucial time. The city, which welcomed a record number of international visitors before the pandemic, is now focusing on sustainable, high-value tourism. This aligns with a global travel trend where visitors, especially business travelers, seek more meaningful and immersive experiences.
Key Drivers Behind the Strategy
- The 2025 World Expo: The upcoming Expo 2025 Osaka, Kansai will place the city on the global stage, drawing immense international attention. The new MICE strategy is designed to harness this momentum, converting one-time Expo visitors into future business and leisure travelers.
- The Integrated Resort (IR) Game-Changer: The development of Japan’s first IR in Osaka, a joint venture by MGM Resorts and ORIX, is central to this plan. Scheduled to open in 2030, the facility will dramatically expand Osaka’s capacity to host major international conferences and exhibitions, providing an all-in-one destination for MICE attendees.
- Proven MICE Track Record: Osaka is no stranger to hosting major international events, having successfully managed the G20 Summit in 2019. This experience provides a solid foundation upon which to build a more ambitious and sophisticated MICE ecosystem. The city’s existing infrastructure, including the INTEX Osaka and Grand Cube Osaka, complements the future IR facilities.
Future Outlook: What This Means for Travelers and the City
The successful implementation of this ‘Bleisure’ strategy is poised to have a significant and lasting impact.
For MICE travelers, it promises a more holistic and rewarding journey. Instead of a trip confined to conference halls and hotels, visitors will have streamlined access to authentic local experiences. Imagine concluding a day of meetings with a guided street food tour through Dotonbori, participating in a traditional tea ceremony, or taking a short high-speed train to explore the historic temples of Kyoto. These curated experiences will not only enhance the trip but also provide deeper cultural understanding and opportunities for genuine connection.
For Osaka, the economic benefits are substantial. Achieving the 30% increase in per-traveler spending would significantly boost the local economy, channeling revenue into hotels, restaurants, transportation, and retail sectors. Prior to the pandemic, in 2019, tourism spending by international visitors in Osaka Prefecture reached approximately 1.23 trillion yen. The new strategy aims to not only recover but substantially exceed these figures by focusing on quality over quantity.
Ultimately, this strategy is about more than just economic gain; it’s about rebranding Osaka. The city is positioning itself not just as a hub for commerce or a destination for tourists, but as a dynamic, forward-thinking metropolis where work and life can be enjoyed to the fullest. By championing the ‘Bleisure’ concept, Osaka is setting a new standard for MICE destinations across Asia, inviting the world to come for business and stay for the adventure.
