The news: Japan has become Asia's leading destination for international business events, driven by growing demand for wellness and longevity-focused conferences. The health and wellness tourism market in Asia-Pacific is expanding rapidly, projected to grow from $37.5 billion in 2025 to $71.2 billion by 2034. Companies across the region are launching wellness-focused event offerings to capture this demand.
Why it matters for MICE operators: Indian DMCs and PCOs should note Japan's positioning as a bellwether for next-generation event trends. If wellness and longevity tourism are driving conference business in Japan, Indian corporates will soon demand similar experiences for their incentive trips and team events. This is an opportunity to develop wellness-integrated MICE packages — combining conferences with spa days, fitness retreats, and health-focused activities — to remain competitive against Southeast Asian and East Asian destinations.
The takeaway: Scout wellness venues and activity partners in India now to build health-focused MICE packages before client demand surges.
Source: TTG Asia