CBM 2024 aims to boost Cebu MICE development

CEBU, Philippines — This year’s Cebu Business Month (CBM 2024) will place a greater emphasis on enhancing Cebu’s advantage Meetings, Incentives, Conferences, and Exhibitions (MICE), contributing to Cebu’s continued leadership in events tourism.

Chaired by businessman Regan Rex King, the 28th CBM, officially commencing on May 24, 2024, adopts the theme “Padayon Cebu.” Departing from its traditional Tourism Congress format, this year’s event in the tourism sphere will focus on specialized discussions concerning MICE development in Cebu.

“We are prioritizing the low-hanging fruits that we have missed out on,” said King referring to Cebu’s potential to attract the multi-million-peso MICE sector.

“We missed a lot of MICE [events] already—they have transferred to neighboring provinces like Iloilo,” added King.

In recent years, CBM’s Tourism Congress format has been one of the flagship events, alongside Entrepreneurship, promoting micro-small and medium enterprises (MSMEs), digital innovation, and creative industry, among others.

King’s announcement to focus on promoting MICE, aligns with the recent pronouncement made by President Ferdinand R. Marcos Jr., saying the government will invest on the potential of the tourism potential of Cebu, specifically in attracting the global MICE market.

This year, King said the business festival will tackle discussions and sectors that need immediate attention and promotion, this also includes the development of the Cebu Angel Investors’ Network and the formal introduction of the Cebu Chamber of Commerce and Industry’s led branding campaign for Cebu dubbed “Invest in Cebu. Proper in Paradise.”

“With a renewed focus on Cebu’s major industries. This year’s festivities mark a significant shift in CBM’s approach as we introduce thematic programs integral to the success of businesses across sectors,” King said.

These themes will encompass Entrepreneurship, Innovation and Creativity, Digital Transformation and Technology; and Networking, Collaboration, and partnerships.

Meanwhile, the months-long business celebration which will start in May towards the end of the year has also lined up several iconic events, such as the “Good Design. Good Business Summit,” on June 13; the Padayon Cebu: Enabling Cebu’s Competitiveness through digital transformation and innovation forum on June 20; MSMEs Summit on June 26-27; The MICE Forum on July, and other events such as Food & Wine Festival, PhilConstruct Visayas, among others.

Organized by the CCCI, CBM 2024 pledges a value-driven approach moving forward to align with the collective aspirations of members, stakeholders, and partners. — (FREEMAN)