Japan’s business events industry is investing in attracting the next generation of talent as the government pushes to expand the sector despite the country’s ageing workforce.
Across the country, business events stakeholders are rolling out initiatives to introduce the key aspects of the sector to young people through engagement, training and hands-on activities.
The Japan MICE Challenge 2026, a pitch competition for university students that concluded in February, attracted a record number of participants in an expanded number of competition categories. After sharing ideas on creating corporate incentives, bidding on international conferences and launching virtual exhibitions, the winners engaged with mentors, sponsors and industry executives.
Academic learning opportunities include the Fukuoka Global MICE School’s 10-month programme for local university students. Run by the Fukuoka Convention & Visitors Bureau (FCVB) in collaboration with the city, the initiative attracts some 100 applicants annually for lectures, workshops and internships that can be completed concurrently with other courses.
“We want our students to develop a solid understanding of and interest in MICE, and ultimately find employment in the sector after graduation,” an FCVB spokesperson told TTGmice.
To capitalise on interest generated by Expo 2025, Osaka Metropolitan University and Japan Convention Services, Inc. held lectures and workshops on event planning and management for local university students.
In Yokohama, a MICE Challenge brings together students and business events professionals in a co-creation programme to solve local business events-related issues.
In addition, the Yokohama City Visitors Bureau (YCVB) holds an annual programme of seminars and courses to boost interest in business events among local businesses.
“Aside from hotels and convention venues, many businesses have little knowledge of what goes into a conference, from the bidding stage to post-conference, and therefore do not understand what they can contribute,” a YCVB spokesperson told TTGmice.
“The training serves to encourage local businesses to get involved with MICE and contribute to the local economy.”
