The misspelled word, “surprises,” in the title is not the editor’s fault. It’s my way to attract your attention. But more than that, it’s also my wish to highlight the “3Ps” inside the word because of my memorable experience during my recent four-day educational trip in the Japanese capital, hosted by the Tokyo Convention and Visitors Bureau (TCVB) through its business events team.
I have been to Tokyo many times since the 1990s and it always amazes me on what the city has to offer in terms of business event venues and touristic activities.
You see, as an association executive of an international organization, I get to be invited by conference and visitors bureaus and tourism boards promoting their country or city as a venue destination for meetings, incentive travel, conventions and exhibitions (MICE).
Joining familiarization and site tours is educational as there are always something new to learn. Beyond convention centers, expo areas, hotels, activity venues, there are the people, language and culture.
Japan is uniquely rich in all these aspects, so I was very fortunate that an opportunity from TCVB to visit Tokyo near the start of the cherry-blossom season came about. Here are the surprisingly 3Ps I am referring to:
Purposeful: TCVB business events team did excellent research in preparing a program for us that fit our association’s need for conference-venue options and room sizes, alternative activity areas, accommodation choices—all with a diversity of price points to consider. Options included, for instance, a “one-venue only” conference and accommodation site, as well as a multiplace conference, activity and accommodation venue. Quite impressive!
Personalized: Not only were our association’s specific needs taken cared of by TCVB, but also those of our needs. There were only two participants from our association, but the TCVB customized the program for us. I thought this was unique from other similar trips I have joined in the past. As fully hosted invitees, our flight, accommodation, transfers and meals were superbly organized, much to our delight!
Pleasant surprises: In one luxury hotel we visited, we saw our names flashed on the signboard before the grand ballroom. At the tourist area of Asakusa, our rickshaw tour guide had our names written on a welcome sign.
Small details do create big impressions. As we moved around the city to visit the sites, we were met by very welcoming and cheerful people and these were indeed very
heartwarming.
I am sharing this experience to provide ideas on how organizations involved in promoting MICE may handle a site and familiarization tour like what TCVB did.
In the end, it is not only the “must” places to see in a destination city but the “need” sites of the association executive-visitors, as well (i.e., it must be needs-driven). It is not merely to show the visitors around, but to also make their stay as pleasant and meaningful for themselves and their association.
Finally, as the 3Ps show, a destination educational tour should: (a) serve the purpose of the visitors and the associations they work for; (b) appeal to the personal expectations of the guests; and (c) provide for enjoyable experiences and delightful surppprises!
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The column contributor, Octavio “Bobby” Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific and CEO and Founder of the Philippine Council of Associations and Association Executives. PCAAE enjoys the support of Adfiap, the Tourism Promotions Board, and the Philippine International Convention Center. E-mail obp@adfiap.org