Cebu bets big on MICE with new industry guide

CEBU, Philippines — Cebu is ramping up efforts to position itself as a leading hub for meetings, incentives, conferences and exhibitions (MICE) with the launch of its first industry guidebook, a move aimed at attracting more international and domestic events to the province.

The Cebu MICE Guidebook, introduced by the Cebu MICE Alliance in partnership with the Cebu Chamber of Commerce and Industry (CCCI) and the Department of Tourism (DOT) consolidates the region’s venues, facilities, accommodations and service providers into a single reference for event organizers.

“This guidebook is a bold statement of our readiness to lead in the MICE sector,” said Cleofe Albiso, chair of the Cebu Tourism Forum, pointing to the province’s modern infrastructure, transport systems and hospitality network.

CCCI President Jay Yuvallos said the initiative highlights Cebu’s growing appeal as a business tourism hub, citing developments such as the Mactan Expo and SMX Cebu as “game-changers” for the industry.

The chamber has also branded its wider push to draw investment as “Invest Cebu, Prosper in Paradise.”

Tourism Secretary Christina Garcia Frasco called the MICE sector “a vital driver of inclusive economic recovery and sustainable growth,” underscoring Cebu’s role in advancing the government’s tourism agenda.

The guidebook will be distributed globally through Philippine embassies to court international organizers and investors.

Stakeholders say Cebu’s MICE industry offers higher value than leisure tourism, with the potential to generate jobs, attract investments and boost revenues for hotels, restaurants and local businesses.

With the Mactan-Cebu International Airport as its gateway, Cebu is betting that its connectivity and expanding facilities will help it capture a larger share of Asia’s lucrative MICE market as the region rebounds from the pandemic. — (FREEMAN)