Sendai Advances Sustainable MICE Development with New Convention Subsidy Program

PRESS RELEASE

Sendai City, JAPAN — The Sendai Convention Bureau, part of the Sendai Tourism, Convention and International Association (SenTIA), is strengthening its commitment to sustainable tourism and meetings management following its recognition on 2 September 2025 under the Japan Sustainable Tourism Standard for Destinations (JSTS-D), a national framework established by the Japan Tourism Agency to promote responsible tourism development. The certification evaluates destinations across environmental, social, cultural, and governance dimensions and aligns with the internationally recognized Global Sustainable Tourism Criteria for Destinations (GSTC-D), reflecting Sendai’s continued efforts to create a MICE environment that balances people, culture, and nature.

Building on this foundation, Sendai Convention Bureau has launched a Subsidy Program for Sustainable Convention Hosting in March 2026, designed to encourage event organizers to integrate practical sustainability measures into meetings and conferences held in the city, in collaboration with local service providers in Miyagi Prefecture. These can be used in conjunction with other convention subsidies the bureau offers.

The sustainable subsidy program supports a range of initiatives across four key areas. Resource circulation (max. amount 500,000 yen) measures include reusable tableware, improved waste separation, and reduced plastic bottle usage. Decarbonization efforts (max. amount 500,000 yen) support CO₂ emissions measurement and the use of carbon credits or green power certificates for offsetting. Sustainable procurement (max. amount 100,000 yen) promotes recycled and fair-trade materials, local products, and eco-friendly printed materials. Inclusive and accessible event management includes improved venue accessibility and signage (max. amount 500,000 yen) , as well as catering options that accommodate diverse dietary needs (max. amount 100,000 yen).

Subsidy support is available across these categories, helping organizers implement impactful sustainability initiatives such as waste reduction, emissions reduction, accessibility improvements, and inclusive event design with reduced financial burden.

Long known as the “City of Trees” for its rich urban greenery and natural environment, Sendai is positioning itself as a forward-thinking MICE destination where sustainability is actively supported—offering meeting planners a practical and impactful location in Japan to deliver environmentally and socially responsible events.