DOT targets at least 1% of world's MICE market

CEBU, Philippines - The Department of Tourism targets to capture a significant share of the world’s $300 billion market of the Meetings, Incentives, Conventions and Exhibitions.

DOT secretary Joseph Ace Durano said that the MICE market is a stable source of foreign investors as the sector has proven its strength and resilience to price fluctuations and other concerns brought about by the change in season, which resulted to an increase in hotel bookings by MICE participants in the country.

Durano said that the market could account for at least 50 million trips taken each year all over the world, all for the MICE purposes adding that of the whole industry’s share of $300 billion, $280 billion go to meetings and conventions, while $8.5 billion are for incentive travel and exhibitions for several billions more.

He said that gaining at least one percent of the Global MICE market would be substantial enough to build significant economic impact for the country as a MICE destination.

According to the Philippine Convention and Visitors Corporation, DOT’s marketing arm, the Philippines hosted an average of 150 international corporate conferences, meetings and exhibitions each year.

“The global MICE industry is highly competitive that most countries continue to promote heavily in this tourism segment to capture a slice of the large and still lucratively expanding MICE pie.”

Durano said that there are strategies that they need to practice in order to further promote the industry like developing a more local MICE destination, expand total venue and room capacity, improve support infrastructure, raise industry capabilities, creativity, innovation and enhance the skills of the tourism workforce.

“Such are the reasons for the staging of the Philippine MICE conference at the Subic Bay Exhibition and Convention Center on February 4 to 7” said Durano which is said to be the biggest event for the Philippine MICE industry.

MICECON chairman and Tourism Undersecretary for Planning and Promotions Edu Jarque Jr. said that the MICECON 2010 is a must-join event for MICE players and those interested in the tourism industry in general “since it will highlight the world’s best practices in this field and the various activities that our foreign counterparts do to take advantage of this $300 billion global market.”

Tourism leaders from different countries all over the world are expected to attend the MICECON.