Cebu needs proper facilities to attract int'l MICE market

CEBU, Philippines - Cebu should do more in attracting the huge Meetings, Incentives, Conference and Exhibition (MICE) global market while potential is still at a high level.

Cebu still has to fix some of the big convention facilities to attract the international MICE market, said Bruce Winton general manager of Cebu City Marriott Hotel.

Winton, who is also one of the board members of the Hotel, Resorts, Restaurant Association of Cebu (HRRAC) said that the hotel facilities including resorts are ready for the global MICE market.

International brands like Marriott are actively marketing Cebu as MICE destination via their network of hotels worldwide. However, there is also a need to collectively market Cebu as the preferred MICE destination.

HRRAC, together with the Department of Tourism (DOT) should further draw more marketing programs in further developing this market, as Cebu’s potential is huge, considering its ability to attract business related events, while offering the best leisure activities.

Based on DOT data, the country’s total yearly foreign visitor arrivals is around 3.5 million as of middle of 2011, with total receipts of about US$25 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.

Foreign experts believe that the Philippines, specifically Cebu has a huge potential to take part of the US$52 billion MICE market in the world.

Vienna in Germany is now the hottest destination for MICE marketing, followed by Barcelona. Philippines’ warmth and amazing hospitality could be the country’s advantage of the popular MICE destinations in the world.

However, foreign experts warned that aside from promotion and building relationship with front liners in the world’s MICE market, the Philippines also has to work hard in establishing good infrastructure.

According to Corbin Ball, owner of Corbin Ball Associates, the USA has the largest employers that are actively sending their employees for incentive travels. While the MICE market is now considering Europe as number one destination for these events, the Philippines can get larger chunk, if promotions and relationship building with employers and buyers will be taken into serious consideration.

MICE travelers are known as the most lucrative tourists, particularly the incentive travelers as they spend four times than a normal tourist. (FREEMAN)