Central Visayas gains foothold as MICE hub

CEBU, Philippines — Stakeholder collaboration and sustained investments in infrastructure and service capabilities are helping position Central Visayas as an emerging force in the global meetings, incentives, conventions and exhibitions (MICE) market—an arena long dominated by regional hubs such as Singapore, Bangkok, Ho Chi Minh City, Kuala Lumpur and Bali.

At the start of 2026, Cebu—the region’s primary gateway—hosted high-level gatherings including the ASEAN Foreign Ministers’ Retreat and the ASEAN Tourism Forum. Nearby Panglao Island in Bohol served as venue for the First ASEAN Senior Economic Officials’ Meeting, underscoring the region’s growing capacity to stage large-scale international events.

The events pipeline remains robust, with a mix of government, corporate and sports-related gatherings scheduled throughout the year. Among these are the 11th International Travel Festival held at Waterfront Cebu City Hotel from March 13 to 15, the Sports Tourism Forum Cebu at Nustar Resort Hotel on March 18, the Sinag Liga Asya Junior World Showcase in July, the Build Better 2026 conference and the Bjorn Again ABBA concert tour in August, and the Asian Carriers Conference in September.

Tourism stakeholders are also intensifying bids for major regional and global events slated for 2027 and 2028.

Industry leaders say knowledge-sharing platforms such as the Sports Tourism Forum are critical in shaping the ecosystem required to develop competitive sports tourism destinations.

Meanwhile, Sinag Liga Asya is expected to draw young Filipino basketball talents from across the globe, combining athletic competition with diaspora engagement.

Cebu’s competitive edge is anchored on expanding connectivity and venue capacity. Mactan-Cebu International Airport now accommodates more than 300 international and over 1,000 domestic flights weekly, while ongoing development of high-capacity convention spaces and a workforce of more than 10,000 trained under the Filipino Brand of Service Excellence program is enhancing the region’s readiness for global events.

Bohol, for its part, is leveraging its designation as the Philippines’ first UNESCO Global Geopark to attract environmentally conscious travelers and event organizers. Its tourism strategy emphasizes distinctive natural landscapes alongside community-driven sustainability initiatives.

Central Visayas’ ascent in the MICE sector reflects coordinated public-private collaboration, according to Department of Tourism Central Visayas Officer-in-Charge Regional Director Gelena Asis-Dimpas.

“The private sector here is remarkably involved in upgrading infrastructure and systems, and this momentum is propelling our growth in MICE tourism,” she said.

She also cited the role of the Cebu MICE Alliance in driving global service standards and destination marketing. In partnership with the Cebu Chamber of Commerce and Industry, the alliance launched the Cebu MICE Guide 2025 during the ASEAN Tourism Forum— a 200-page compendium featuring around 300 venues, hotels and service providers catering to MICE and destination wedding markets. The publication is available in both print and digital flipbook formats.

Among the prominently featured properties are Shangri-La Mactan Cebu and bai Hotel in Cebu, along with The Bellevue Resort in Bohol. The three venues were recognized at the 6th Annual World MICE Awards as leading MICE destinations for the 2026-2028 period, reinforcing the region’s ambition to compete with established Asian convention hubs.