Sendai Convention Bureau held the FY2025 MICE Level-Up Seminar and the 3rd FY2025 Sendai Convention Omotenashi Study Group Training Session.
◆ Date & Time: Wednesday, February 4, 2026, 2:00pm to 4:00pm
◆ Venue: Conference Room 4, Exhibition Building, Sendai International Center
◆ Program:
① Lecture: “Sustainability Considerations in Hosting MICE Events”
Prof. Kazuyo Matsubae
Professor, Graduate School of Environmental Studies, Tohoku University / Director, Institute for Resource Initiatives
From the perspectives of environmental and resource economics, life cycle assessment, gastrodiplomacy (gastronomy and geopolitics) , and green jobs—areas of Professor Matsubae’s expertise—she introduced various case studies and practical approaches for minimizing the environmental impact of conferences.
At the 16th International Conference on EcoBalance, where Professor Matsubae served as Chair of the Organizing Committee, collaboration with local governments, companies, and regional stakeholders was put into practice, creating a model case for sustainable MICE.
The lecture also provided an opportunity to reconsider the key challenges in achieving sustainable MICE, including food diversity (such as vegetarian, vegan, and halal options), climate change adaptation, the selection of low-environmental-impact ingredients, and fostering intergenerational and regional collaboration through initiatives to minimize the environmental footprint of conferences.
② Case Presentation: 3rd FY2025 Sendai Convention Omotenashi Study Group Training Session
As part of the “Promotion of Sustainability in International Conferences” initiative, we reported on the first-year progress of the five-year MICE Sustainability Plan and introduced case studies of initiatives undertaken by local businesses, as compiled by the Sendai Convention Omotenashi Study Group this fiscal year.
In the next fiscal year, we will continue to provide a variety of information through the “MICE Level-Up Seminar,” and through the Sendai Convention Omotenashi Study Group, we plan to hold training sessions and workshops to promote sustainability in MICE in collaboration with related stakeholders.
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