“MICE Philippines: We Take Your Business to Heart” – A New Era in Global MICE Collaboration

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 privatesector, 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 MICEorganizers to our shores,” said TPB Chief Operating Officer Maria Margarita MontemayorNograles. “A Global MICE with a stronger sales force, an empowered private sector and thefull 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 toactively promote the Philippines as a top-tier MICE destination. This dedicated team willensure that the Philippines remains at the forefront of the global MICE industry, attractingsignificant international events and conventions.

Robust collaboration with private sector entities is also crucial to this endeavor. The PhilippineAssociation of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) plays apivotal role in initiating efforts that aim to increase the level of professionalism anddevelopment of our local MICE Industry. The publication of the 2nd Edition of theProfessional Event Management book by the Philippine MICE Academy in partnershipwith 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 andIndustry (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 TourismDevelopment Plan 2023-2028 spearheaded by the Department of Tourism UndersecretaryChristina Garcia Frasco. This plan aims to establish a resilient, sustainable, andcompetitive tourism industry that showcases the Philippines’ rich culture, heritage, andidentity.

President Ferdinand “Bongbong” Marcos has consistently encapsulated this vision, stating,“Under this administration, the tourism industry has shifted its gaze to becoming morethan just a promotion arm of the government. We are committed to ensuring that travel isconvenient, connected, and equitable for travelers and locals alike, enhancing key andemerging 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 forthcominglandmark is set to become the ultimate hub for MICE activities, providing state-of-the-artfacilities that will elevate the Philippines’ standing in the global MICE arena. Moreconvention centers are also set to rise throughout the country, one of which is the biggestSMX convention center, set to open in Cebu in 2026.

Recent events like the Cebu Chamber of Commerce and the Mactan Airport’s Sugbo TourismEvent 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 USD183.47 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 gatheringof 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 FilipinoBrand 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 TakeYour 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.”