Tokyo future option via the Olympics
RAMY SALAMEH EXPLORES THE BUSINESS EVENTS LEGACY POTENTIAL OF THE TOKYO OLYMPICS
s the summer Olympic Games still the ‘ greatest show on earth ’ and the ultimate vehicle to market a destination , through boosting the economy via tourism , trade and national pride ? Maybe , but I believe it is certainly the ultimate pilot scheme to envision a brighter future .
Tokyo 2020 ( now deferred to 2021 ) is a major global event likely to attract many more people in its wake in the coming years . A more robust MICE industry could be one of the key legacy beneficiaries for Japan longer-term and a contribution to Tokyo ’ s target of increasing international conferences to 330 per year by 2024 .
Tania Braga , head of legacy for the IOC commented : “ Tokyo 2020 will look to position brand Tokyo as a clean and comfortable city , accessible to all . This ranges from city-wide Wi-Fi , 24-hour multi-lingual call centres , to technology which assists those with impairments . The Games can act as an accelerator for change , with the Olympic Village used as a pilot for many initiatives ”.
The pandemic has created a unique and complex matrix of issues , which has fuelled the ‘ cost versus reward ’ and now ‘ risk versus reward ’ debate for Tokyo , especially with burgeoning costs and divided opinion among local citizens .
Japan can promote the most technologically-advanced and cleanest Olympics ever . Examples include utilising human support robots and an automated-driving Bus Rapid Transit ( BRT ) network which complements hydrogen-powered Mirai sedans for ferrying officials between venues as part of Toyota ’ s Olympics partnership . There are also Sun-heat blocking and water-retaining pavements and a programme for reducing food waste .
These are innovations which the global MICE community demand and rely on and it further builds on the successes gained from the 2019 Rugby World Cup .
“ For Tokyo , I expect the positive fallout to be enormous . Tokyo has developed the bay area as a world-class MICE destination , alongside the upgraded downtown areas , such as Shinjuku and Shimbashi . The famous Tsukiji Fish Market site will be turned into an international conference centre post Olympics but will act as a transportation hub during it . My company will certainly develop Tokyo as a MICE destination within our portfolio , especially with the obvious combination with Korea ,” says Don Roelofs , CEO of KR Hospitality and Events .
Over the last 30 years Japan ’ s neighbour , South Korea , has successfully used major sporting events to develop its tourism appeal with specific emphasis on becoming a global MICE hub for East Asia . The ‘ 88 Seoul Olympics demonstrated the country ’ s international appeal as a developed nation , while the 2002 World Cup ( shared with Japan ) further energised the strategy to become a globally recognised MICE destination .
Anne Ridyard , a Korea MICE Representative , highlights the impact of the 2018 Pyeongchang Winter Olympics : “ Pyeongchang contributed towards positive infrastructural initiatives ; a second international airport terminal and an enhanced high speed rail network to more distant parts of the country . In less than two decades Korea has risen to be consistently a top three destination for
Top and Below : City views , courtesy Tokyo Convention & Visitors Bureau
association meetings according to reports from the Union of International Associations ( UIA ),” she notes .
Japan ’ s determined delivery of the Games will reflect too , on its status , reputation and abilities around event logistics .
Outside of Tokyo , regional areas are formulating new products and strategies around the Games , as confirmed by Yoshiro Shimoji , chairman of Okinawa Convention & Visitors Bureau ( OCVB ): “ The selection of karate as an official game of the Tokyo Olympics offers a great opportunity to promote Okinawa to the world as ‘ The birthplace of karate ’.”
Julie Murphy , country sales manager , UK and Ireland , ANA - All Nippon Airways , says the Olympics will “ leave us a huge legacy and has raised our customer services to the next level ”. She admits it is disappointing not being able to serve overseas spectators , but adds : “ The athletes and staff we do serve will benefit from the ‘ ANA Care Promise ’ receiving the highest 5-star Covid-19 safety airline rating from SkyTrax .”
Tokyo 2020 has faced unprecedented challenges , but once the Olympic flame is lit , the nation will unite and legacy will feel obtainable . Maybe Braga pinpoints just what the lasting legacy will be : “ Creating ‘ safe and healthy events ’ of the future , post pandemic ”.
ISSUE 113 / CONFERENCE & MEETINGS WORLD / 21