Tourism forum to showcase Cebu’s readiness for Mice

CEBU, Philippines — Cebu is ready to host more international meetings, incentives, conferences, and exhibitions (MICE) as tourism stakeholders continue to work together in promoting the province as a world-class events destination, according to Josef Victor Chiongbian, general manager of Savoy Hotel Mactan Newtown.

Speaking during a media interview ahead of the Tourism Forum and MICE Forum scheduled on June 25 as part of Cebu Business Month 2026, Chiongbian said the event aims to strengthen Cebu’s position as a premier destination for international events by bringing together tourism stakeholders, business leaders, airlines, and government agencies.

The forum builds on discussions initiated during last year’s inaugural event, which gathered MICE champions from across Southeast Asia to share strategies on attracting international meetings and conventions to Cebu.

“This year, we’re going to discuss further what Cebu has to offer in terms of MICE events,” Chiongbian said.

He cited recent ASEAN-related events held in Cebu as proof of the province’s growing capability to host large-scale international gatherings.

“It’s because we’re able to showcase what Cebu has to offer. Right now, we can confidently say that Cebu is no longer just a destination. We are ready to accommodate international MICE events,” he said.

The whole-day forum will be held from 9 A.M. to 5 P.M. at Mactan Newtown and is expected to attract around 200 participants, including local tourism stakeholders, prospective buyers from Southeast Asia, international media representatives and industry partners.

According to Chiongbian, invitations will be extended to delegates from neighboring Southeast Asian countries as part of efforts to expand Cebu’s reach in the regional MICE market.

The event will also serve as a platform for collaboration among tourism stakeholders, who have increasingly embraced a unified approach to destination marketing.

“Before, we used to sell our individual properties. Now, we have learned how to sell Cebu first before we sell our hotels,” he said, noting that the strategy was inspired by discussions with tourism leaders from Singapore and Malaysia.

Chiongbian emphasized that cooperation among industry players is essential in securing bids for international events.

“The only way for us to win international events is for us to really work together,” he added.

A highlight of the forum will be “A Taste of Paradise”, a culinary showcase featuring food and beverage offerings from participating hotels and resorts. Chiongbian said around 12 hotels have already confirmed participation, with organizers targeting 20 to 30 establishments.

The forum will also feature speakers from the Department of Tourism and representatives from the Tourism Promotions Board. Organizers are arranging a panel discussion involving leaders from various business chambers in Cebu, Mandaue, and Lapu-Lapu.

Major airlines, including Philippine Airlines and Cebu Pacific, along with other international carriers, are also expected to participate in discussions on tourism promotion and connectivity.

Chiongbian said the forum comes at a crucial time as Cebu seeks to capitalize on its growing reputation as a venue for international meetings and events.

“Cebu is not just a leisure destination anymore. We are ready to host international events,” he said.

Chiongbian urged Cebuanos and the media to support efforts to promote the province globally, particularly as new venues and infrastructure continue to expand Cebu’s capacity for major gatherings.

“As long as we work together, we can do it. We just need everybody’s support to help increase tourism and showcase Cebu to the world,” he added. — /BRP (FREEMAN)