Alliance formed to develop Cebu’s MICE infrastructure

CEBU, Philippines — The private sector stakeholders in Cebu have united to promote the province’s strong potential for attracting both local and international events through the establishment of the Cebu MICE (Meetings, Incentives, Conferences, and Exhibitions) Alliance.

Led by the Cebu Chamber of Commerce and Industry (CCCI), the newly established Cebu MICE Alliance serves as a collaborative platform for government and industry leaders to exchange knowledge, promote industry growth, and cultivate a dynamic ecosystem that supports business events and conferences in Cebu, said CCCI president Jay Yuvallos.

Yuvallos said that by capitalizing on Cebu’s unique strengths, the MICE Alliance aims to establish a world-class MICE destination that draws both international and local events.

“The alliance will work to enhance Cebu’s Mice infrastructure, promote Cebu as a preferred Mice destination, and develop innovative programs to meet the evolving needs of event organizers and attendees,” Yuvallos said in an interview during the Cebu Business Month (CBM 2024) thanksgiving and awarding party to mark the culmination of the months-long business festival in Cebu.

He expressed confidence that this collaboration will drive economic growth, create jobs, and showcase Cebu’s unique offerings to the world.

Recently, the CCCI spearheaded the first meeting to activate the Cebu MICE Alliance attended by 25 stakeholders from both public and private sectors.

The first meeting was attended by Aboitiz-GMCAC, Bigseed Public Relations & Events Inc., Cathay Pacific Airways Limited, Cebu Alliance of Tour Operation Specialists, Cebu Asap Advertising and Events Corp., Cebu IT-BPM Organization, Cebu Pacific Air, Department of Tourism Central Visayas, Fashion And Design Industry, Kayakasia Philippines, Mandaue Chamber of Commerce And Industry, Mata Technologies Inc., Megaworld Hotels And Resorts, NustarResort & Casino, Philippines Airlines Inc., PRworks Inc., Quest Hotel & Conference Center Cebu, Ramon Aboitiz Foundation Incorporated, Republiq Group of Companies, Selracho, Sinulog Foundation Inc., SM Prime Holdings Inc., Sugbo Mercado Food Bazaar, Tours 7 and Universal Hotels And Resorts Inc.

The Cebu MICE Alliance was formed after the 2024 Padayon Cebu: Tourism Forum, held on July 3. The one-day event focused on enhancing Cebu’s role as a leading MICE destination.

Yuvallos mentioned that the group will conduct an inventory of Cebu’s MICE-related assets and develop a strategic plan accordingly.

According to the latest data from the airport, “we are close to reaching pre-pandemic levels for domestic travel, but the international market still requires significant efforts,” he said, emphasizing the importance of collaboration among stakeholders and leveraging Cebu’s assets such as connectivity and premium tourism facilities.

The Cebu MICE Alliance is also supported by the Department of Tourism (DOT) and the Tourism Promotions Board (TPB).

In her recent visit to Cebu, TPB chief operating officer (COO) Maria Margarita M. Nograles said that the Philippines, including Cebu, has yet to enjoy its potential to capture the big global MICE market.

She suggested tapping the promising South Korean incentive and leisure corporate market.

According to Nograles, TPB considers MICE to be more than just meetings, “they are opportunities to build connections with business events planners and travelers.”

Nograles said the MICE industry is evolving and new patterns in the Philippines’ target markets are emerging, like in South Korea.

The South Korean market (for MICE) offers significant opportunities for the Philippines’ incentive travel segment, she reiterated.

TPB is the marketing and promotions arm of DOT.

The DOT is developing its Mice Roadmap intending to position the Philippines among the top 10 Mice destinations in the International Congress and Convention Association’s global ranking by 2030.

The roadmap targets Mice revenues to reach P25 billion (US$454.5 million) by 2030, with MICE arrivals projected to grow by three percent annually from 2020 to 2030.

Likewise, DOT also aims to expand usable exhibition space to 171,000 square meters by 2030, up from 71,000 square meters as of 2017.