MICE Alliance pushed

CEBU, Philippines — The Cebu Chamber of Commerce and Industry (CCCI) is set to strengthen Cebu’s position as a premier hub for Meetings, Incentives, Conferences, and Exhibitions (MICE) with the formal establishment of the MICE Alliance.

This initiative aims to sustain Metro Cebu’s leadership in this lucrative sector that generates billions of dollars annually. CCCI President Jay Yuvallos said that the chamber’s MICE Committee, composed of key industry leaders, will spearhead this effort.

The committee will unite representatives from various sectors, including property developers, airport operators, suppliers, hotels, and tour operators, to create a cohesive strategy for promoting and enhancing Cebu’s MICE capabilities.

Prominent industry leaders, such as Cleofe Albiso of Megaworld Hotels, who played a significant role in the Boracay MICE Alliance, are expected to provide guidance. Albiso’s expertise is anticipated to help steer Cebu’s MICE Alliance toward success, Yuvallos noted.

Infrastructure development and resource management are central to the alliance’s strategy.

According to Yuvallos, with strong support from entities like SMX Convention Center and the Aboitiz Group, the committee is conducting an inventory of Cebu’s assets, including accommodation facilities, function rooms, airports, and logistics capabilities, to effectively address the demands of the MICE market.

Yuvallos emphasized the importance of a data-driven approach.

“By January 2025, we plan to conduct strategic planning facilitated by MICE and tourism experts. Accuracy in data and setting specific targets will be critical to our business planning efforts,” he added.

The alliance aims to develop a comprehensive roadmap backed by research to position Cebu as a top MICE destination in the Philippines and internationally, capitalizing its world-class facilities and robust support from stakeholders across the tourism and business ecosystem.

The formation of the MICE Alliance marks a significant step toward ensuring that Cebu continues to attract high-value events, boosting its economy and reinforcing its reputation as a leading global destination.

The Department of Tourism (DOT) is also developing its MICE Roadmap with the goal of positioning 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 (USD 454.5 million) by 2030, with MICE arrivals projected to grow by three percent annually from 2020 to 2030.

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

The Cebu MICE Alliance is also supported by the DOT and the Tourism Promotions Board (TPB).

During a recent visit to Cebu, TPB Chief Operating Officer Maria Margarita M. Nograles noted that the Philippines, including Cebu, has yet to fully realize its potential to capture the global MICE market.

She highlighted the opportunity to tap into the promising South Korean incentive and leisure corporate market. Nograles explained that TPB views MICE as more than just meetings.

“There are opportunities to build connections with business event planners and travelers,” she said.

She also emphasized that the MICE industry is evolving, with new patterns emerging in the Philippines’ target markets, particularly in South Korea. — (FREEMAN)