Asia’s youth to showcase industry innovation at the 10th AFECA Asia MICE Youth Challenge
The Asian Federation of Exhibition and Convention Associations (AFECA) is preparing to host the 10th edition of the AFECA Asia MICE Youth Challenge on 6 November 2025 in Jakarta, Indonesia. This milestone event is set to bring together a record-breaking 22 teams from 10 countries and territories across Asia, underscoring the growing importance and dynamism of the region within the global Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
AFECA, a leading federation representing over 140 members, including 34 MICE associations and 109 corporate members spanning 17 countries, serves as a vital bridge connecting Asian MICE professionals with international counterparts. The organisation’s commitment to fostering innovation and collaboration is clearly reflected in this youth challenge, which has rapidly grown since its inception in 2015 to become a premier platform for nurturing the next generation of MICE professionals.
Participants in the competition will be tasked with conceptualising, business-testing, and orchestrating a launch event within one of the MICE industry segments. Their work must highlight the unique features and facilities of their respective countries or areas, combining creativity with strategic business planning. Judging criteria will focus on attracting the most innovative, practical, and strategically sound proposals, as well as presentation quality. This format not only encourages theoretical knowledge but also real-world application and entrepreneurial thinking.
Sandeep Gurwara, chair of the Organising Committee, emphasised the broader vision behind the challenge, stating, “We believe this challenge is more than just a competition — it’s a platform for young minds to shape the future of our industry.” This reflects AFECA’s dedication to developing youth talent as a crucial part of the industry's sustainable growth and innovation trajectory.
Dilys Yong, AFECA Honorary President and Organising Committee Advisor, expressed her pride in the event’s evolution. “It is an honour to see the event grow and continue to inspire young talents in the MICE industry,” she said, acknowledging the challenge’s decade-long role in fostering emerging professionals and strengthening industry networks.
The event, hosted by the Association of Indonesian Exhibition Organizers (ASPERAPI) in Jakarta, benefits from support by a robust group of sponsors and partners, including R.E. Rogers India Pvt Ltd, the Association of Korean Exhibition Industry (AKEI), Shanghai New International Expo Centre (SNIEC), Conference and Destination Management (CDM), Impact Exhibition Management Co Ltd, Prime Marketing Services Promotion Ltd, and Kaoshiung Global MICE Association (KGMA). Such sponsorship underscores the industry’s investment in encouraging fresh talent and innovative ideas.
Awards at the competition will include trophies, certificates, and cash prizes for the top three teams—Champion, First Runner-Up, and Second Runner-Up. Additionally, special recognition categories will acknowledge excellence in areas such as presentation skills, sustainability ideas, thematic attire, and overall popularity, encouraging participants to excel across a spectrum of competencies important to the modern MICE sector.
Supporting preparation efforts have been mobilised by member organisations like the Taiwan Exhibition and Convention Association (TECA), which has facilitated guidance sessions offering expert advice to local participants. This hands-on mentorship is illustrative of the cooperative spirit within the federation, promoting knowledge sharing and elevating the standards of entries from across the region.
As Asia continues to solidify its role as a transformative force in global MICE markets, the 10th AFECA Asia MICE Youth Challenge represents both a celebration of progress and a strategic investment in the future. It showcases not only the region’s rich diversity and capability but also its eagerness to innovate and lead in an ever-competitive international environment.
Executives and stakeholders within associations and trade bodies across the continent will be watching closely, recognising that initiatives like this are essential in equipping young professionals with the skills, creativity, and business acumen that will drive the industry forward in the years to come.