The Asian Federation of Exhibition and Convention Associations (AFECA) has announced the 10th AFECA Asia MICE Youth Challenge, scheduled for 6 November 2025 in Jakarta, Indonesia. A record 22 teams from 10 countries/regions across Asia will participate, showcasing their creativity, innovative thinking, and emerging talent within the MICE industry.
AFECA, Asiaโs leading MICE federation, comprises over 140 members, including 34 MICE associations, 109 corporate members, and two affiliates across 17 countries. With strong connections to global MICE associations, AFECA serves as a vital platform for Asia to engage with the worldwide MICE community.
During the challenge, participating teams will conceptualize, business-test, and create a launch event within a MICE component, highlighting the unique features and facilities of their respective countries/regions. Teams will also be evaluated on the effectiveness, creativity, and strategic strength of their business plans.
Mr. Sandeep Gurwara, Chair of the Organizing Committee, remarked, โThis challenge is more than a competition โ it provides a platform for young minds to shape the future of the MICE industry.โ
The event underscores Asiaโs growing influence and innovative spirit in the global MICE sector. Ms. Dilys Yong, Advisor of the Organizing Committee and Honorary President of AFECA, said, โI am delighted to witness the 10th edition of the AFECA Asia MICE Youth Challenge, a milestone for an initiative I helped launch in 2015. It continues to inspire emerging talent across the region.โ
Celebrating AFECAโs 20th anniversary, Dato Vincent Lim, President of AFECA, added, โThe 2025 Youth Challenge embodies our commitment to fostering innovation and talent in the MICE industry. The record participation reflects Asiaโs vibrant creativity and entrepreneurial spirit. We look forward to seeing the industry leaders of tomorrow emerge from this platform.โ
The competition will be hosted by ASPERAPI in Jakarta and supported by sponsors including R.E. Rogers India Pvt. Ltd., 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).
Prizes will include trophies, certificates, and cash awards for the Champion, 1st Runner Up, and 2nd Runner Up, along with additional recognitions for categories such as Best Presenter, Most Knowledgeable, Best Sustainability Idea, Best PowerPoint Presentation, Best Theme Attire, and Most Popular Award.
