CEBU, Philippines - International experts in tourism trade, particularly in the meetings, incentives, conventions and exhibitions/events sector will be participating in the MICE Conference (MICECON 2011) to be held on August 11 at the Cebu International Convention Center (CICC).
To be led by Tourism secretary Alberto A. Lim, about 20 experts from all over the world are now in Cebu for the Conference.
“Speakers are from the United States, Australia, Singapore, Thailand, and top Filipino corporate moguls coming to Cebu,” said Rowena Montecillo, regional director of the Department of Tourism (DOT-7.)
Montecillo, who is coordinating preparations with local tourism stakeholders, said the experts will be sharing their knowledge and skills before some 350 participants from the MICE (Meetings, Incentives, Conventions and Exhibitions/Events) sector.
“Secretary Lim will deliver the keynote address of the conference which banners the theme ‘I Share, You Connect, We Change.’ It will transpire at the Cebu International Convention Center (CICC) on August 10 to 13 and is expected to advance Philippine tourism,” Montecillo said.
She said the impact won’t be limited to Cebu City and province. However, the conference will benefit the entire Visayas and Mindanao because Cebu is a tourism gateway to central and southern Philippines.
“ In Cebu, many tourists stay for a while after they arrive before going to other destinations like Boracay, Panglao in Bohol, the underground river in Palawan, or Samal Island in Davao,” added Montecillo.
“We are excited because the conference draws global attention to the country’s many potential venues and destinations for international meetings, incentive travel, conventions, exhibitions, and events including pre and post MICE tours,” she said.
Earlier Lim said MICECON is a two-pronged strategy of promoting the Philippines as a global MICE destination while helping our industry embark on product development that suits international requirements and standards.
“MICECON 2011, therefore is both a tourism marketing event and a strategic knowledge resource distribution program designed for the MICE sector and the rest of its supply chain,” Lim explained.
“So while the focus is on the MICE sector, the benefits will redound to the entire tourism industry and all its members, and the rest of the economy,” Lim stressed.
MICECON is organized by the Department of Tourism (DoT) through its marketing arm, the Tourism Promotions Board, with the full support of Cebu province, the Philippine Association of Convention/Exhibition Organizers and Suppliers, the Hotel Resort and Restaurant Association of Cebu (HRRAC), and the Meetings, Incentive Travel, Events/Exhibitions (MITE) Philippines Inc.
HRRAC president and MICECON organizing committee chair Hans Hauri placed the MICE market at a conservative 50 million constituents worldwide.
Based on DOT data, the country’s total yearly foreign visitor arrivals is around 3.5 million with total tourism receipts of about US$5 billion, partly because of MICE.
The Philippines’ share of the global MICE market is growing along with the increase in its high-end room accommodation capacity, convention facilities and other related physical infrastructure. (FREEMAN)