Convention bureau aims to revive MICE industry

Bracing for an expected slowdown in leisure tourism, the Cebu Visitors and Convention Bureau (CVCB) aims to reactivate the Meetings, Incentives, Conventions and Exhibition (MICE) industry in Cebu.

CVCB chairman Jay P. Aldeguer said that although the group still has to reorganize its membership base and its thrust, one thing is certain for the group, which is to push Cebu to be known as the preferred MICE destination in the world.

While, CVCB is currently inactive, Aldeguer said the prime movers of the tourism industry in Cebu will be tapped to help the organization get on its feet again.

"The CVCB board feels that we have to reorganize and introduce another direction for the organization. We don't want to be a redundant group for tourism oriented activities. We want to do something that has not been done actively by other tourism groups," Aldeguer said.

He said that as of this time, the CVCB board is re-examining its thrust, but will continue to actively push the MICE market for Cebu.

 CVCB, which has a cross-sectoral membership, will be mobilized as the lead group to promote MICE, in cooperation with other sector players, such as hotels, retail establishments, travel agencies, Spa and wellness outlets, restaurants, among others.

"It [CVCB] has been inactive since 2004. They [members] are asking me to revive it. I haven't met yet with the members since I was installed late last year. I’m going to meet with the board this week," Aldeguer said.

 This time, the CVCB Board is feeling the need to put "life" to the organization once again, as Cebu needs help in terms of joint marketing campaign to strengthen the province's potential to attract the international MICE market.

 Earlier, Charles Lim, president of Skal International-Cebu Chapter said that Cebu had been feeling the effects of the lack of MICE campaign promotion, boosted by the global economic crunch.

Lim, who was one of the active members of the CVCB then, said that there is a need for the group to re-organize and activate its stance to strengthen Cebu's attraction as preferred destination for international conventions, and exhibitions.

For the MICE market, he advised the hotels and resorts to group together and collectively sell Cebu as a convention destination with the Cebu International Convention Center as a common facility for larger conventions.

CVCB, which earned the strong support from the Department of Tourism (DOT), used to organize events, like sports. The group has also been very active in joining different bids for Cebu to host major domestic and international conventions.

It also aims to establish links with other tourism groups around the country, aside from its linkages in the international tourism organization groups.

CVCB was formally organized in 2002. It is the first private sector-led group in the Philippines that focuses on tourism promotion. CVCB’s creation was prompted as part of the tourism industry's efforts to develop Cebu as the country’s premier convention hub.

It has over 200 corporate and individual members that committed to push the development of Cebu in the tourism front, as well as attract major domestic and international conventions and exhibitions.—Ehda M. Dagooc