Elevating Cebu’s MICE appeal and potential
Cebu should highlight its uniqueness as it transforms into a world-class destination for meetings, incentives, conferences and exhibitions (MICE), said travel and tourism experts during the Cebu Business Month 2025 Tourism Forum held last month in Cebu City.
The forum and the experiential tour that followed were mounted by the Cebu Chamber of Commerce and Industry and the Cebu MICE Alliance, an organization formed to help Cebu take the lead in the Philippines’ goal to be among the Top 10 MICE destinations worldwide by 2030.
A sense of place
“We’re proud of our Western-ness but, actually, now’s the time to promote Asian-ness and Filipino heritage,” explained Liz Ortiguera, a global travel and tourism leader with Filipino roots. “It’s more appealing when you give your guests a sense of place.”
For Ortiguera, a sense of place would help define experiences for MICE delegates, providing motivation for people to show up at gatherings. This reinforces the encouragement they may get from the prospects of new learnings and connections.
She also noted that Cebu stands to benefit from the global MICE industry’s projected 10 percent compound annual growth rate, if it honed a “culture premium” around distinct assets like food and music, while staying true to the standards of the renowned Filipino hospitality.
Exploring opportunities
Tourism Secretary Christina Garcia Frasco, in her keynote address, encouraged Cebuano stakeholders in the tourism and MICE industries to actively explore opportunities and showcase what makes Cebu an unmatched destination for meaningful and memorable gatherings.
“We are transforming tourism into a true pillar of inclusive and sustainable economic growth, and Cebu stands at the center of that,” Frasco said, adding that the Philippine government has been seeking for ways to diversify its tourism portfolio with MICE and other high-value offerings.
New MICE facilities
Cebu—which had two landmark United Nations tourism events in 2024, and will be hosting the Asean Tourism Forum in 2026—has been beefing up its MICE portfolio.
Among its upcoming MICE projects include the SMX Convention Center Cebu, one of the largest convention facilities in the country, and SM Seaside Arena, a 16,000-seat indoor arena—both of which are located in Cebu City’s South Road Properties. There’s also the Mactan Expo Center, a venue for large-scale activities that will rise within Mactan Newtown in Lapu-Lapu City.
“As the Secretary of Tourism and as a Cebuana, I have no doubt Cebu is ready to be [a top destination],” Frasco said.
Improving Cebu’s MICE proposition
Other experts shared pointers to help Cebu improve its MICE proposition.
These include Dato Vincent Lim, president of the Asian Federation of Exhibition and Convention Associations; Sumate Sudasna, managing director of Thailand Incentive and Convention Association; Marisa Nallana, vice president of the Philippine Association of Convention and Exhibition Organizers and Suppliers; and Candice Iyog, chief marketing and customer experience officer at Cebu Pacific Air.
Iyog looked back at how Cebu Pacific celebrated its home, Cebu, through both aesthetics and increased flights.
She highlighted the brand’s commitment to raising Cebu’s profile on the global stage with the stakeholders present at the forum.
“I am looking forward to the magic that we will make together… in the years to come, because we have the capability, clearly, and the confidence to reach our goals,” Iyog added.
