Cebu strengthened its positioning as a meetings, incentives, conferences, and exhibitions (MICE) destination in Southeast Asia with the launch of the Cebu MICE Guidebook during the ASEAN Tourism Forum’s Travel Exchange (TRAVEX) at the Mactan Expo in Mactan Newtown.
The unveiling coincided with one of the region’s key tourism gatherings, attended by delegates from ASEAN member states, senior government officials, and industry leaders, providing a timely platform to present Cebu’s event-hosting capabilities to an international audience.
Conceived as a practical reference for global event planners, associations, and corporate organizers, the guidebook outlines Cebu’s capacity to stage meetings and events that emphasize collaboration, shared purpose, and community engagement. It presents a consolidated view of the destination’s infrastructure, services, and partnerships relevant to the MICE sector.
The Cebu MICE Guidebook was developed through a collaborative initiative led by the Cebu Chamber of Commerce and Industry, in coordination with private-sector stakeholders and public agencies. Originally conceptualized for Cebu Business Month 2025, the publication was refined ahead of its official release at the ASEAN Tourism Forum. It features nearly 300 establishments and service providers covering core MICE requirements, from accommodations and venues to transport services, professional conference organizers, and event suppliers.
Cebu’s existing tourism and business fundamentals underpin the guidebook’s positioning. The province offers more than 20,000 guest rooms, a growing range of event venues, and a well-established mix of dining, retail, and lifestyle options, enabling it to host events of varying scale while supporting delegate activities beyond formal programs.
Cleofe Albiso, president of the Cebu MICE Alliance and managing director of Megaworld Hotels & Resorts, said the guidebook reflects Cebu’s intent to host events that deliver lasting value.
“As an alliance, our goal is to bridge the world with what Cebu has to offer—efficient event solutions, creative talent, and trusted local partnerships,” Albiso said. “More than a destination, Cebu invites the global community to engage with its people, culture, and purpose, creating opportunities for inclusive and sustainable growth.”
The launch of the Cebu MICE Guidebook underscores the province’s continued efforts to strengthen its MICE ecosystem through collaboration and service readiness. As the global meetings industry places greater emphasis on purpose-led and impact-oriented events, Cebu positions itself as a destination equipped to meet these evolving expectations while generating benefits for host communities.
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