Boosting tourism: Exploring the MICE sector in the Philippines
Renowned for its white sand beaches, vibrant coral reefs, and mountain ranges, the Philippines captivates travelers from around the world.
Yet amid its abundant natural beauty lies an often-overlooked asset: a promising meetings, incentives, conferences, and exhibitions (MICE) sector that offers a wealth of opportunities for business and leisure alike.
Pivotal aspect of tourism
The MICE sector represents a pivotal aspect of tourism, drawing focus toward business-oriented events like conferences, seminars, trade shows, and incentive travel programs. These gatherings serve as a hub for professionals across various industries, fostering collaboration, knowledge exchange, and lucrative business opportunities.
Unlike traditional tourism, MICE events can generate higher economic returns for host destinations. It holds potential to drive growth, bolster revenue streams, and enhance destination development efforts. But how can we harness and amplify this potential to elevate the performance of MICE in the Philippines?
Venue selection
Considering the demanding schedules of business professionals attending such events, organizers shoulder the responsibility of meticulous venue selection, balancing accessibility, convenience, and experiential aspects. This entails ensuring easy access to airports, transportation hubs, and a diverse range of accommodation options to cater to attendees’ varying needs.
The chosen venue must be equipped with state-of-the-art meeting rooms, conference halls, and exhibition spaces tailored to accommodate the event’s scale and format.
A robust technological infrastructure is thus essential—reliable high speed internet connectivity and audio visual equipment to facilitate smooth presentations and interactions.
Additionally, the destination should contribute to enhancing the overall experience. Optimal venues provide ample opportunities for networking, team-building activities, and cultural immersions during off-times, allowing attendees to foster connections and create lasting memories beyond the confines of the conference room.
Tourist behavior
Based on Q3 2023 statistics from the Department of Tourism (DOT), the average daily tourist expenditure in the Philippines amounts to P11,100, across the following various categories: 26 percent on accommodation, 24 percent on food and beverage, 21 percent on transportation, 13 percent on shopping, 11 percent on entertainment and recreation, and 5 percent on other expenses.
With this data in mind, how can local tourism effectively cater to MICE attendees?
Given that MICE events typically unfold during weekdays and culminate on weekends, and with attendees often receiving daily allowances while having their major expenses such as accommodation and food covered by their companies, they possess additional spending power and the freedom to extend their stay at the destination. By cultivating a dynamic shopping scene and offering engaging activities, local tourism destinations can entice MICE attendees to prolong their visits, thereby generating increased revenue and potentially nurturing repeat patronage in the long run.
The surge in tourist activity not only boosts job creation but also amplifies business revenue, creating a ripple effect across various sectors, from food and beverage establishments to airport services.
Accessibility from Clark and Mactan
With 10 and 12 direct international flights, Clark and Mactan are emerging as robust hubs for MICE-related tourism.
Planned expansions aim to accommodate this growth, ensuring that nearby hotels remain accessible and accommodating. These strategic investments also encourage airlines to expand their direct flight offerings, bolstering tourism in the region.
Given increasing accessibility and the abundance of nearby attractions such as the Clark Freeport Zone and the historic Mount Pinatubo in Clark, and the pristine beaches and Magellan’s Cross in Mactan, these locations serve as ideal gateways for travelers eager to explore the diverse offerings of the Philippines. Visitors from Clark have easy access to the stunning beaches of La Union, the mountains of Benguet, and Baler, the renowned birthplace of Philippine surfing.
Mactan, meanwhile, provides convenient ferry connections to Bohol, where travelers can indulge in the island’s turquoise waters and captivating natural wonders. Siquijor, another island paradise, is also within easy reach by ferry from Cebu.Leechiu Property Consultants has noted a surge in inquiries from clients drawn to these destinations.
With its abundance of hotels, diverse tourist attractions, robust service industry, and solid infrastructure, the Philippines is primed to establish itself as a leading MICE destination in Southeast Asia.
By capitalizing on the unique strengths of Clark and Mactan gateways, by improving infrastructure, and by showcasing regional offerings, the Philippines can solidify its position as a coveted MICE destination.
The author is a manager for the Hotels, Tourism, and Leisure department of Leechiu Property Consultants Inc., the country’s premier real estate advisory firm. He holds licenses as a real estate appraiser and broker.
