MICE stakeholders told to aim for SoKor market

CEBU, Philippines — Recognizing Cebu’s potential to draw international groups for the MICE (meetings, incentives, conventions, and exhibitions) sector, stakeholders are encouraged to tap into the South Korean corporate market for hosting their offshore events in Cebu.

Tourism Promotions Board (TPB) chief operating officer (COO) Maria Margarita M. Nograles, in her recent visit to Cebu, said that the Philippines, including Cebu has yet to enjoy its potential to capture the big global MICE market, starting with the promising South Korean incentive and leisure corporate market.

According to Nograles, TPB considers MICE to be more than just meetings, “they are opportunities to build connections with business events planners and travelers.”

Nograles said the MICE industry is evolving and new patterns in the Philippines’ target markets are emerging, like in South Korea.

“The South Korean market (for MICE) offers significant opportunities for the Philippines incentive travel segment. Despite being one of our top sources for inbound travelers, this [South Korea] market remains far from saturated and has its full potential as the source of inbound tourism has yet to be fully tapped,” she said during the recently held tourism forum hosted by the Cebu Chamber of Commerce and Industry (CCCI).

She said that this potential was highlighted during the Philippine MICE Roadshow in Seoul, Yeosu, Busan, and Suwon in 2023.

“With businesses in South Korea steadily returning to normalcy, the incentive travel market is poised for significant growth.  This presents a promising avenue for increased engagement and development positioning the Philippines, [including Cebu] as an ideal destination for South Korean corporate events and group travel experiences,” she added.

“Cebu stakeholders can leverage these opportunities, especially with the increase in direct flights from South Korea to Cebu,” she stressed.

“Effective storytelling in our marketing is key to capturing these opportunities as the saying goes ‘Facts tell, but stories sell,’” she said adding that stakeholders should seriously incorporate value-added products and services for these groups and go beyond simply hosting their events.

“Our narratives should not only describe our hosting capabilities but also highlight the transformative experiences that we can give to our attendees in the Philippines by showcasing our traditions, hospitality and heart—we can create compelling stories that resonate with our target markets,” she said reiterating the importance of harnessing the power of storytelling and elevate the quality of human experiences during MICE related events in the Philippines.

She further urged stakeholders to focus on creating meaningful experiences by integrating cultural immersion, sustainable practices, and bespoke services into events. This could include local cuisine tastings and highlighting “our commitment to preserving the environment is best exemplified by hosting in eco-friendly venues, green accommodations, and environmentally responsible tours.”

TPB is the marketing and promotions arm of the Department of Tourism (DOT).

The DOT is developing its Mice Roadmap intending to position the Philippines among the top 10 Mice destinations in the International Congress and Convention Association’s global ranking by 2030.

The roadmap targets Mice revenues to reach P25 billion (US$454.5 million) by 2030, with MICE arrivals projected to grow by three percent annually from 2020 to 2030.

DOT also aims to expand usable exhibition space to 171,000 square meters by 2030, up from 71,000 square meters in 2017.