CLARK, Philippines – The Tourism Promotions Board (TPB) Philippines proudly inaugurates “MICE Philippines: We Take Your Business to Heart,” at MICECON 2024, setting a new benchmark in the global meetings, incentive travel, conventions, and exhibitions (MICE) sector. This pioneering initiative reflects a collaborative synergy between the TPB, private enterprises, and government agencies, unified under the renowned Filipino Brand of Service Excellence.
Today marks the dawn of a new era for the MICE industry in the Philippines. With this initiative, we are strategically positioned to attract both local and international MICE organizers to our shores,” stated TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “This endeavor embodies a robust sales force, an empowered private sector, and unwavering government support, all epitomized by the Filipino Brand of Service Excellence.”
From Vision to Reality
The ambitious transformation of the Philippines into a MICE leader demands both visionary thinking and decisive action. The TPB is assembling a dynamic sales team to aggressively promote the Philippines as a premier MICE destination, ensuring that the country remains at the forefront of the global MICE industry.
Collaboration with private sector entities is pivotal to this mission. The Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) is instrumental in elevating the professionalism and development of the local MICE industry. Their commitment is evident in the publication of the 2nd Edition of the Professional Event Management book by the Philippine MICE Academy, in partnership with PACEOS.
Associations 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) are steadfast partners of TPB. These organizations not only promote the country as a premier MICE destination but also provide invaluable guidance as members of TPB’s MICE Advisory Council.
Government-Backed Initiatives
The government’s full support aligns with the National Tourism Development Plan 2023-2028, led 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 emphasizes this vision, stating, “Under this administration, the tourism industry is more than just a promotional arm of the government. We are dedicated to ensuring convenient, connected, and equitable travel for both visitors and locals, enhancing key and emerging tourist destinations with robust infrastructure and essential services.”
To enhance the appeal of the Philippines as a MICE destination, the TPB offers various incentives for large groups, including airport assistance and themed dinners. This support extends to groups ranging from 200 to 2,000 participants, enriching the overall experience for MICE attendees and organizers.
First Lady Louise Araneta-Marcos’ initiative to construct the Philippine International Exhibition Center in Pasay City signifies a milestone for the MICE industry. This landmark, set to become a premier hub for MICE activities, will offer state-of-the-art facilities, further elevating the Philippines’ status in the global MICE arena. Additional convention centers, including the largest SMX convention center in Cebu set to open in 2026, are also on the horizon.
Events like the Cebu Chamber of Commerce and the Mactan Airport’s Sugbo Tourism Event highlight the region’s potential as a MICE destination, showcasing the diverse opportunities available across the country. The TPB’s commitment to regional development ensures widespread economic benefits and cultural exchange through MICE activities.
A Promising Future
According to Grand View Research, the Asia-Pacific MICE market was valued at USD 183.47 billion last year and is projected to grow at a compound annual growth rate of 10.0% up to 2030. Since its inception in 2010, the Philippine MICE Conference (MICECON) remains the largest gathering of MICE professionals, serving as a vital platform for stakeholders to learn from global experts and discover new trends and methodologies.
MICECON’s evolution into a two-year program includes comprehensive educational agendas for local stakeholders and a buyers’ invitational and business exchange program (MICECONnect), reinforcing its commitment to strengthening the MICE industry.
At the core of these initiatives is the Department of Tourism’s award-winning Filipino Brand of Service Excellence (FBSE) training program. With nearly 3,000 trainings and over 148,000 trained stakeholders nationwide in 2023, the FBSE program promotes exceptional service and highlights the intrinsic values of Filipino hospitality. This dedication to warm and sincere hospitality reinforces the Philippines’ reputation as a top-tier destination for international guests, truly embodying the essence of “We Take Your Business to Heart.”
Concluding her opening speech at MICECON, Nograles affirmed: “With MICE Philippines: We Take Your Business to Heart, our vision is clear: We aim to establish the Philippines as a premier MICE destination known for its world-class experiences, top-notch facilities, and unparalleled hospitality.”
