The Asian Federation of Exhibition and Convention Associations is a regional alliance that connects the exhibition and convention industry across Asia.
Since its establishment in 2005, AFECA has played a key role in strengthening the MICE industry by linking organizers, venues, and service providers throughout the region.
Its activities include international conventions, industry awards, and talent development programs, making it a central hub for Asia’s MICE ecosystem.
AFECA Asia MICE Youth Challenge
One of the most notable initiatives is the AFECA Asia MICE Youth Challenge (AAMYC).
This international competition invites students from across Asia to propose innovative MICE event concepts, providing a platform for young talents to showcase creativity and contribute new ideas to the industry.
Participants present event concepts that highlight regional strengths and address social challenges, demonstrating the potential of MICE as a driver of value creation.
Japan’s Initiative: JAPAN MICE Challenge
Aligned with this regional movement, Japan has developed its own platform:
JAPAN MICE Challenge.
This program invites university and vocational students to develop proposals such as:
- Incentive travel programs
- International conference bids
- New exhibition concepts
It serves as both a learning platform and a gateway into the MICE industry.
For industry professionals, it also offers a valuable opportunity to discover new perspectives and connect with future talent.
Connecting Asia and Japan through Talent
AFECA Asia MICE Youth Challenge and JAPAN MICE Challenge are not separate initiatives.
They form a continuous pathway:
- From Japan to Asia
- From Asia back to Japan
Young talents nurtured in Japan step onto the Asian stage, and the insights gained abroad are brought back to enrich the domestic market.
This cycle will be a key driver of competitiveness in the MICE industry.
The Future of MICE Depends on People
MICE is more than an event industry—it is a platform that connects people, businesses, and destinations.
And its future depends not on technology or infrastructure alone, but on people.
AFECA and JAPAN MICE Challenge are essential frameworks that nurture and connect the next generation of MICE professionals.
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