On the opening day of MICECON 2024, the Tourism Promotions Board (TPB) Philippines proudly unveils “MICE Philippines: We Take Your Business to Heart,” a transformative program and message designed to position the Philippines as a premier global destination for meetings, incentive travel, conventions, and exhibitions (MICE). This innovative initiative represents a collaborative effort between the TPB, the private sector, and government bodies, all united by the Filipino Brand of Service Excellence.

“Today is just the first of many activations to show the world the new MICE Philippines. With this initiative, we are poised to attract more local and international MICE organizers to our shores,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “A Global MICE with a stronger sales force, an empowered private sector and the full of support of government all embodied in the Filipino Brand of Service Excellence.”

Turning vision to reality

Transforming the Philippines into a MICE powerhouse requires not just vision but decisive action. The TPB is preparing a dynamic and empowered sales team within its ranks to actively promote the Philippines as a top-tier MICE destination. This dedicated team will ensure that the Philippines remains at the forefront of the global MICE industry, attracting significant international events and conventions.

Robust collaboration with private sector entities is also crucial to this endeavor. The Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) plays a pivotal role in initiating efforts that aim to increase the level of professionalism and development of our local MICE Industry. The publication of the 2nd Edition of the Professional Event Management book by the Philippine MICE Academy in partnership with PACEOS highlights their dedication to enhancing industry standards and knowledge.

Other associations of the tourism industry such as the Hotel Sales and Marketing Association International (HSMA), the Philippine Tour Operators Association

(PHILTOA), the Philippine Council of Associations and Association Executives (PCAAE), the Tourism Council of the Philippines (TCP) and the Philippine Chamber of Commerce and Industry (PCCI) have always been staunch partners of TPB not just in promoting the country as a prime MICE destination, but also serve as Counselors of TPB’S MICE Advisory Council.

Backed by government

The government provides full support to these initiatives, aligning with the National Tourism Development Plan 2023-2028 spearheaded by the Department of Tourism Undersecretary Christina Garcia Frasco. This plan aims to establish a resilient, sustainable, and competitive tourism industry that showcases the Philippines’ rich culture, heritage, and identity.

President Ferdinand “Bongbong” Marcos has consistently encapsulated this vision, stating, “Under this administration, the tourism industry has shifted its gaze to becoming more than just a promotion arm of the government. We are committed to ensuring that travel is convenient, connected, and equitable for travelers and locals alike, enhancing key and emerging tourist destinations with robust infrastructure and essential services.”

To further boost the appeal of the Philippines as a MICE destination, the TPB is offering various incentives for large groups, ranging from airport assistance to hosting themed dinners and entertainment. This support has been extended to groups from 200 to 2,000, enhancing the overall experience for MICE participants and organizers.

First Lady Louise Araneta-Marcos’ initiative to construct the Philippine International Exhibition Center in Pasay City marks a significant milestone for the MICE industry. This forthcoming landmark is set to become the ultimate hub for MICE activities, providing state-of-the-art facilities that will elevate the Philippines’ standing in the global MICE arena. More convention centers are also set to rise throughout the country, one of which is the biggest SMX convention center, set to open in Cebu in 2026.

Recent events like the Cebu Chamber of Commerce and the Mactan Airport’s Sugbo Tourism Event underscore the region’s potential as a MICE destination, demonstrating the diverse and rich opportunities available across the country . The TPB’s commitment to regional development ensures that the benefits of MICE growth are widespread, fostering economic development and cultural exchange in various locales.

A Promising Future

Data presented by Grand View Research, values the Asia-Pacific MICE market at USD

183.47 billion last year and is expected to grow at a compound annual growth rate of 10.0% up to 2030. The Philippine MICE Conference (MICECON) remains the largest gathering of MICE professionals since its inception in 2010. This event serves as a crucial platform for stakeholders to learn from global experts, discover new trends, approaches, and methods, and draw inspiration to elevate the Philippine MICE and tourism industry.

MICECON’s expansion into a two-year program includes a comprehensive educational agenda for local stakeholders in the first year and a buyers’ invitational and business exchange program (MICECONnect) in the following year, reflecting its commitment to strengthening the MICE industry sectors.

At the heart of all these initiatives is the Department of Tourism’s award-winning Filipino Brand of Service Excellence (FBSE) training program, which continues to make significant strides. With nearly 3,000 trainings and over 148,000 trained stakeholders nationwide in 2023, the FBSE promotes exceptional service and highlights the intrinsic values of Filipino hospitality. This emphasis on warm and sincere ways of welcoming visitors reinforces the country’s reputation as a top-tier, inviting destination for international guests, truly embodying the essence of “We Take Your Business to Heart.”

Ending her opening speech at MICECON, Nograles said: “With MICE Philippines: We Take Your Business to Heart, our goal is clear: We will establish the Philippines as a premier MICE destination known for its world-class experiences, top notch facilities and unparalleled hospitality.”