GSTC at Sapporo MICE Promotion Committee, MICE Seminar

The Global Sustainable Tourism Council (GSTC) participated in the Sapporo MICE Promotion Committee MICE Seminar, held on Tuesday, January 27, 2026, at Lilac Square in Sapporo City, Hokkaido, Japan.

Event Overview
- Date & Venue: January 27, 2026, Lilac Square, Sapporo City, Hokkaido, Japan
- Organizers: Sapporo MICE Promotion Committee
- Opening Remarks: Yasufumi Takagi (Tourism & MICE Promotion Department, Sapporo City) emphasized deepening sustainability understanding and promoting Sapporo’s appeal as a MICE destination.

GSTC’s Contribution
- Keynote Speaker: Naomi Oiwa, GSTC Japan Market Development Manager
- Focus:
- Importance of promoting sustainable tourism
- Value of GSTC MICE Standards as global guidelines
- Role of destinations and event organizers in turning sustainability commitments into action
- Emphasis on measurement, transparency, and continuous improvement

Outcomes
- Participants engaged in group work to develop proposals for sustainable MICE promotion.
- Discussions centered on:
- Local community involvement
- Environmental considerations
- Practical approaches to integrate sustainability into event planning and management
- Proposals addressed destination branding, resource management, stakeholder engagement, and long-term planning.

Sapporo’s Engagement with GSTC
- Membership: Joined GSTC in 2024
- Initiatives:
- Hosted GSTC Sustainable Tourism Courses in 2024 & 2025
- Organized GSTC Japan Members Meeting & Workshop in September 2025 with 95 participants (on-site + online)
- Goal: Strengthen Sapporo’s positioning as a sustainable MICE destination aligned with global standards.

About Sapporo City
- Population: 1.96 million
- Economic & cultural hub of Hokkaido
- Known for:
- Winter sports (hosted 1972 Winter Olympics)
- Sapporo Snow Festival attracting millions annually
- Food culture: miso ramen, fresh seafood, and iconic Sapporo Brewery

This seminar reinforced Sapporo’s ambition to be a leading sustainable MICE destination, leveraging GSTC standards to balance tourism growth with environmental and community well-being.