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Sustainable living
MICE—short for Meetings, Incentives, Conferences, and Exhibitions—is a vital part of the tourism and creative economy sectors. In Indonesia, MICE events are commonly held in major cities and play a key role in driving the hospitality, hotel, and transportation industries.
However, as awareness grows around environmental impact and the importance of sustainable practices, the trend of Green MICE has started to gain more attention in the tourism industry. This approach emphasizes organizing MICE events that are environmentally friendly, resource-efficient, and socially responsible.
Green MICE stands for sustainable Meetings, Incentives, Conferences, and Exhibitions. It refers to the integration of eco-friendly practices into the event industry to minimize environmental impact and promote social responsibility. The concept emphasizes reducing carbon footprints, conserving resources, and supporting local communities while maintaining high standards of event delivery.
Contrary to traditional event models that prioritize convenience and profit over ecological and social impacts, Green MICE adopts a holistic approach to sustainability. This involves not only reducing waste and emissions but also ensuring events are inclusive, ethical, and beneficial to local economies and cultures. Understanding Green MICE is essential for event planners, corporations, and stakeholders who want to align their events with sustainability values and global environmental goals.
The MICE industry has traditionally been associated with large-scale resource consumption, from high energy usage and food waste to extensive travel. However, growing awareness of climate change and corporate social responsibility has pushed event organizers to adopt sustainable alternatives—a trend that has also gained momentum in Indonesia, especially in the post-COVID-19 era as more brands and organizers prioritize environmental impact in their event planning. Green MICE represents this paradigm shift, moving from high-impact gatherings to events that prioritize environmental and social governance (ESG) criteria.
This transformation has been accelerated by both consumer demand and legislative changes that promote green practices in all sectors, including hospitality and tourism. Today, more organizers are evaluating the environmental implications of their decisions, from selecting venues to managing attendee travel and choosing suppliers.
Several international frameworks, including the United Nations’ Sustainable Development Goals (SDGs) and ISO 20121 (Event Sustainability Management Systems), have guided the transition toward sustainable events.
Major conferences like COP and initiatives by organizations such as the Global Destination Sustainability Movement (GDS-Movement) have also contributed to mainstreaming Green MICE practices globally. These milestones reflect an evolving commitment by industry leaders to embed sustainability into their operational DNA. From early pilot programs and voluntary pledges to robust sustainability scorecards and green certifications, the industry has seen a steady and measurable shift toward eco-responsibility.
Understanding these historical developments allows us to appreciate the efforts that have shaped modern Green MICE standards.
This involves using resources efficiently, reducing waste, and minimizing greenhouse gas emissions. Practices include sourcing locally produced goods, using renewable energy, adopting zero-waste policies, and promoting digital alternatives to paper materials. Environmental sustainability in Green MICE is about proactive impact reduction, ensuring that the environmental cost of every event component is minimized from start to finish.
Organizers now assess lifecycle impacts of materials used in events and implement recycling and reuse systems. These practices also extend to minimizing water usage, reducing single-use plastics, and educating attendees about sustainable behavior. By adopting a data-driven approach, event professionals can measure and continually improve their environmental performance.
A sustainable event not only respects environmental limits but also contributes economically to the local community. This means partnering with local vendors, hiring regional staff, and choosing venues that support green certifications, ensuring that the financial benefits of an event are shared locally.
Economic sustainability also involves budgeting in a way that allows long-term viability without compromising ecological or social values. By keeping money circulating within the local economy and supporting small businesses, Green MICE events become catalysts for regional development. This creates a win-win scenario where both the environment and economy thrive simultaneously.
Green MICE also considers social impacts, including fair labor practices, inclusivity, accessibility, and community engagement. Socially sustainable events create positive legacies by respecting cultural diversity and offering equal opportunities for participation and benefits. This dimension ensures that no stakeholder group is left behind and that marginalized voices are represented.
Social equity, gender sensitivity, and accessibility for individuals with disabilities are now core benchmarks for sustainable events. Event planners are also involving local communities in co-creation processes, enhancing trust and relevance. These practices not only enrich the event experience but also deepen its cultural resonance and long-term social value.
Choosing a venue with environmental certifications like LEED (Leadership in Energy and Environmental Design) or ISO 20121 can significantly reduce the ecological footprint of an event. These venues are typically optimized for energy efficiency, water conservation, and waste reduction. Selecting such venues means that a large portion of an event’s environmental responsibility is handled upfront.
Additionally, certified venues often offer green packages that include composting services, digital signage, and energy-efficient lighting. These infrastructure advantages make it easier for organizers to align their logistics with sustainability goals. Evaluating a venue's sustainability credentials should be a top priority in the early planning stages.
Transportation is a major contributor to event emissions. Encouraging public transit, providing shuttle services, promoting carpooling, and selecting centrally located venues can reduce carbon footprints. Some events even incentivize the use of bicycles or electric vehicles. Incorporating transportation strategies not only lowers emissions but also enhances the attendee experience by making travel easier and more coordinated.
Modern apps can assist in route planning and carpool matching, while smart mobility solutions like e-scooters and shared EVs offer flexible, low-impact alternatives. Working with transportation providers that prioritize fuel efficiency or use electric fleets can further amplify your event's green credentials.
Opting for locally sourced, organic, and plant-based catering reduces emissions associated with food production and transport. Additionally, implementing composting systems, reusable dishware, and food donation programs helps minimize food waste and environmental harm. Food choices can also influence attendee perceptions and satisfaction, making it an important factor in green event planning. Planners can work with caterers to ensure minimal packaging, responsible sourcing, and accurate portion sizes to reduce surplus.
By clearly labeling dietary options and promoting sustainable food education at the event, organizers reinforce eco-conscious behavior in a compelling and practical way.
In addition to theoretical advantages, several practical examples showcase how sustainability is actively integrated into real-world events through collaborations with technology and carbon management platforms.
One standout example is the partnership between various institutions and the Indonesian-based climate tech company, Jejakin. This platform enables event organizers and government agencies to track, analyze, and offset carbon footprints generated by events, contributing to tangible environmental benefits. For instance, the Ministry of Tourism and Creative Economy (Kemenparekraf) has adopted Jejakin’s system via the platform Jejak.travel, which allows tourists to calculate their travel emissions and choose offsetting options to reduce their ecological impact.
Another noteworthy case is the TelkomGroup, which reaffirmed its commitment to sustainability through the organization of Digiland Run 2025—an international-level running event that not only prioritizes participant experience but also integrates environmental responsibility at its core. In collaboration with Jejakin to accurately measure event-related emissions, Digiland Run 2025 recorded a total carbon footprint of 144,043.62 kgCO₂e. These emissions were derived from four main sources: venue and accommodation usage, food and beverage consumption, transportation, and waste. This comprehensive data serves as a foundation for actionable sustainability planning and carbon offsetting strategies, ensuring that large-scale events can still leave a positive legacy on the environment. where every participant’s run is tied to a tree-planting commitment—ensuring that environmental restoration becomes a legacy of the event.
These collaborative models highlight that Green MICE is not only aspirational but achievable with the right tools and partnerships. They also inspire other organizations and governments to follow suit, embedding climate action directly into the DNA of their events.
Companies and organizers that prioritize sustainability often experience improved brand image and credibility. Attendees and stakeholders increasingly favor organizations that demonstrate genuine environmental responsibility, making Green MICE a strategic advantage.
A strong sustainability profile can differentiate a brand in a crowded market, attract conscious consumers, and inspire trust among partners and sponsors. Moreover, media coverage and word-of-mouth about green initiatives can lead to broader recognition and increased market visibility. In a digital age where transparency is important, aligning with sustainability builds long-term brand equity.
While initial investments in green solutions may be higher, the long-term cost savings from energy efficiency, reduced waste, and optimized logistics often outweigh these expenses.
Sustainable events can be both eco-friendly and economically viable. Cost-effective practices such as digital ticketing, energy-saving LED lighting, and bulk procurement from local suppliers help reduce overhead. Resource optimization also translates to better time management, smoother operations, and fewer logistical errors, contributing to overall operational excellence. In the long run, sustainability becomes not just a responsibility but a smart business move.
Modern audiences are environmentally conscious and appreciate efforts that align with their values. Events that incorporate sustainability tend to foster stronger engagement, higher satisfaction rates, and more meaningful interactions among participants.
Attendees are more likely to remember and talk about events that reflect their personal ethics. Offering eco-friendly amenities, such as reusable merchandise, recycling bins, and carbon offset options, can deepen attendee appreciation. These efforts help build a community around shared values and make attendees feel like they are part of something impactful and transformative.
Sustainable practices can incur upfront costs, which may discourage smaller organizations from pursuing Green MICE. However, with careful planning and strategic partnerships, these costs can be mitigated over time. Grant programs, sponsorship opportunities, and public funding can also offset financial burdens.
Educating stakeholders on the long-term financial and reputational benefits of sustainability is essential to securing buy-in. Innovative financial models such as sustainability-linked contracts can also encourage adoption.
In some regions, the lack of certified venues, eco-friendly transportation options, or local suppliers can pose significant challenges. Government incentives and industry collaboration are key to overcoming such limitations. Building a network of green vendors, fostering knowledge exchange, and advocating for local policy support can gradually improve infrastructure availability. Event planners may also consider hybrid event models to minimize travel and infrastructure reliance while still engaging a global audience.
Stakeholders accustomed to traditional methods may resist transitioning to sustainable practices. Education, communication, and showcasing successful case studies are essential to driving mindset shifts within the industry. Demonstrating the benefits through pilot projects, ROI studies, and attendee feedback can help break down resistance. Peer learning platforms, sustainability training, and incentive-based programs further support cultural change and skill development among event professionals.
Advancements in event tech, such as AI-driven scheduling, virtual attendance platforms, and real-time carbon tracking tools, are making it easier to host sustainable events. Hybrid and fully virtual events have also emerged as low-impact alternatives. These technologies help reduce travel-related emissions and increase accessibility for global participants.
Additionally, data analytics enable better sustainability reporting and informed decision-making. Investing in these innovations future-proofs event planning and aligns organizations with next-generation sustainability trends.
Governments worldwide are enacting policies to support sustainable tourism and events. Tax incentives, sustainability grants, and mandatory green standards are likely to further promote the Green MICE movement. National and regional tourism boards are also developing green certification programs and funding schemes for eco-conscious event organizers. Understanding and leveraging these frameworks is critical for compliance and competitive advantage. Collaboration with local authorities can also enhance community support and facilitate smoother planning processes.
Knowledge sharing across borders is accelerating progress in sustainable events. Initiatives like the Net Zero Carbon Events pledge and GDS-Index benchmarking are helping cities and organizations track and improve their sustainability performance. Cross-industry collaboration also enables the dissemination of best practices and the development of new standards. International forums, webinars, and case studies contribute to a rich knowledge ecosystem where innovation and sustainability reinforce each other. Embracing global collaboration ensures continuous improvement and scalable success.
Green MICE is no longer a niche idea—it’s becoming a practical response to growing concerns about the environmental impact of large-scale events. More organizers are beginning to embed sustainable thinking into the way events are planned and delivered. This isn’t just about following trends; it’s about meeting the real expectations of audiences who are more environmentally aware than ever. As this mindset becomes more common, we’re likely to see a steady shift toward events that balance impact with intention.
The journey toward fully sustainable events requires collaboration, innovation, and long-term commitment, but the outcomes—healthier communities, thriving local economies, and a greener planet—are well worth the effort. Stakeholders at all levels must now embrace this transformative shift and reimagine events as powerful tools for positive change.
1. What does MICE stand for in the events industry?
MICE stands for Meetings, Incentives, Conferences, and Exhibitions—a segment of tourism focused on business and professional gatherings.
2. Why is sustainability important in the MICE industry?
The MICE industry significantly impacts the environment through travel, resource use, and waste. Sustainability reduces these impacts and aligns events with global environmental and social goals.
3. How can I make my event more eco-friendly?
Start by selecting a certified green venue, using digital tools instead of paper, offering plant-based meals, and minimizing single-use plastics.
4. Are sustainable events more expensive?
Not necessarily. While some green initiatives may have upfront costs, they often lead to long-term savings and increased attendee satisfaction.
5. What certifications should I look for in a sustainable venue?
Look for LEED, ISO 20121, Green Key, or other sustainability certifications that indicate environmentally responsible operations.
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Jejakin’s green programs combine high-tech monitoring, biodiversity restoration, and community-led initiatives to deliver powerful, sustainable change across ecosystems.
