Cebu boldly stepped onto the international stage with the landmark forum, “Meetings, Incentives, Conventions, & Exhibitions (MICE) Ready: Staging Cebu for the Global Platform,” a high-powered gathering that drew over 400 high-level tourism professionals, global MICE experts, government leaders, media, and industry movers. More than just a conference, the event marked a pivotal moment for the province’s tourism future—an opportunity to showcase its readiness, ambition, and rising global profile in the business events space.
“This is a defining moment,” declared Consul Anton Mari Perdices, CBM 2025 Overall Chair. “As we imagine Cebu’s future in global MICE, we also actively build it through infrastructure, insight, and inspired collaboration.”
In her keynote speech, Department of Tourism (DOT) Secretary Christina Garcia Frasco described Cebu as a vital piece of the Marcos administration’s plan to transform tourism into a cornerstone of inclusive economic growth. “Under the leadership of President Ferdinand R. Marcos Jr., we are positioning tourism not only as an economic contributor, but as a strategic pillar for nation-building. And Cebu stands at the center of that effort. Cebu is a gateway, not only to the Visayas, but to the world,” she said.
More than just tropical charm, Frasco emphasized that Cebu has all the elements of a modern MICE destination. “We have heritage, culture, biodiversity, nature, adventure, wellness, gastronomy—you name it, Cebu has it,” she added. “It’s a multidimensional experience. You can close a business deal in the morning and swim in paradise by sunset.”
This year’s forum theme signaled the province’s confident stride toward global visibility. The DOT is targeting ₱25 billion in MICE revenues by 2030, with the Philippines projected to rank among the Top 10 MICE destinations globally. Cebu, long regarded as the crown jewel of the Visayas, is poised to take the lead.
A compelling part of Cebu’s MICE proposition is its natural advantage in the “bleisure” space—a growing global trend where business travelers extend their trips for leisure experiences. According to Hotel Tech Report, bleisure travelers spend up to 30-50% more per trip than average tourists, combining corporate commitments with cultural exploration, dining, and wellness.
“Cebu is uniquely placed to capitalize on the bleisure boom,” said Secretary Frasco. “Where else can you have a boardroom meeting in the morning and be diving or dining by the sea in the afternoon? That mix of business and leisure is exactly what makes us competitive.”
With world-class resorts, historical landmarks, vibrant nightlife, and excellent cuisine—all within proximity to major convention venues—Cebu offers the perfect canvas for curated bleisure experiences. This is particularly attractive to local and international event organizers, as well as millennial professionals, who value lifestyle as much as logistics.
From top left: Cleofe Albiso, Managing Director, Megaworld Hotels & Resorts; Liz Ortiguera, Gloval Travel & Tourism Leader; Candice Iyog, Cebu Pacific's Chief Marketing and Customer Experience Officer. Below: Sumate Sudasna , President, Thailand's Incentive and Convention Association (TICA); Marissa Nallana, Representative, PACEOS; and DAto Vincent Lim, President, Asian Federation of Exhibition and Convention Association (AFECA)
Bringing a global perspective to the forum was Liz Ortiguera, a leading voice in travel and tourism, who underscored the growing demand for experiential and sustainable meetings. “Destinations that offer cultural depth, digital readiness, and a strong commitment to eco-conscious practices are the ones leading the recovery—and Cebu is clearly ticking those boxes,” she noted. Ortiguera also emphasized the importance of embedding sustainability across all touchpoints in tourism: “There are countless best practices when it comes to going green—from the materials used in hotel construction, to resource efficiency, and responsible waste management.”
Dato Vincent Lim, President of the Asian Federation of Exhibition and Convention Associations (AFECA) and former Malaysia Association of Convention and Exhibition Organizers and Suppliers (MACEOS) head, echoed the need for cohesive branding and strong infrastructure. “Cebu is ready to play on the global stage, but the spotlight needs a solid script. That means consistent messaging, competitive facilities, and cross-sector collaboration.”
Adding an aviation perspective, Candice Iyog, Cebu Pacific’s Chief Marketing and Customer Experience Officer, shared the airline’s role in improving connectivity and business-friendly flight schedules. “We’re making Cebu even more accessible—whether you’re a delegate from Tokyo, a speaker from Singapore, or an organizer from Manila,” she said.
One of the forum’s standout moments was a 3D presentation led by Walid Wafik, Senior Vice President for Operations of SMX Convention Specialist Corp., unveiling the ambitious design of the SMX Convention Center Seaside Cebu, slated to open in Q3 2026. Wafik described it as “a disruptive addition to the Philippine MICE landscape.”
Spanning over 21,000 square meters across six levels, the venue will be one of the most expansive and technologically advanced in the Visayas. With spacious pre-function areas, integrated digital systems, and full-scale back-of-house capabilities, the facility will cater to large international conventions, exhibitions, and trade expos. Even more impressively, the convention center will be directly connected to the SM Seaside Arena and SM Seaside Cebu Mall, creating an integrated MICE experience.
“This is more than a venue—it’s a strategic investment into Cebu’s role as a regional business hub,” said Wafik. “While preparing to host events, we’re also setting the stage for innovation, scale, and a uniquely Cebuano welcome.”
The project mirrors the confidence Cebu now commands as one of the country’s top provincial economies. According to the Philippine Statistics Authority, Cebu ranked among the Top 10 provinces by GDP size and share in 2023, making it not only a cultural powerhouse but a financial juggernaut as well.
Another star in Cebu’s evolving MICE constellation is the Mactan Expo, a soon-to-rise, standalone convention center developed by property giant Megaworld. Strategically located within the 30-hectare Mactan Newtown township, the two-level venue is now nearly 90% complete and is set to open before the end of the year.
What sets Mactan Expo apart is its direct access to the Mactan Newtown Beach, offering organizers the rare luxury of hosting high-level meetings just steps away from serene shoreline views. With plans already in motion to host major events—including the ASEAN Summit and ASEAN Tourism Forum (ATF) in 2026—the venue is shaping up to be a game-changer, not just for Cebu, but for Philippine tourism.
d
“Cebu is ready to be a contender for the next wave of MICE tourism in Southeast Asia. With world-class facilities combined with warm Filipino hospitality, we are humbled and poised to welcome the world,” says Cleofe Albiso, managing director, Megaworld Hotels & Resorts, who also serves as the Chairperson of the Cebu Tourism Forum.d
Beyond bricks and mortar, Cebu is building its MICE future on more conscious foundations. Jay Yuvallos, President of the Cebu Chamber of Commerce and Industry (CCCI), highlighted the chamber’s partnership with the ASEAN Circular Economy Business Alliance (ACEBA).
“We’re not just talking growth—we’re advocating responsible growth,” Yuvallos said. “Through ACEBA, we’re helping businesses map out circular economy models, expand awareness campaigns, and transition to sustainable practices. This is our way of future-proofing Cebu’s position on the global map.”
Yuvallos also affirmed CCCI’s resolve to elevate Cebu as a serious player in the MICE industry. “This event represents a pivotal moment for Cebu’s evolution. We’re not merely showcasing potential—we’re proving we have the infrastructure, vision, and leadership to deliver.”
A panel discussion titled “Positioning a MICE Ready Cebu” featured a powerhouse lineup including Dato Vincent Lim, Sumate Sudasna of Thailand Incentive and Convention Association (TICA), and Marisa Nallana of the Philippine Association of Convention Exhibition Organizers and Suppliers (PACEOS). The panel explored Cebu’s unique selling points and actionable strategies to overcome competition, emphasizing cross-sectoral partnerships, consistent branding, and next-level hospitality.d
As global business events rebound, Cebu is ready to meet demand with sophistication and soul. With major infrastructure underway, air connectivity expanding, and a government and business community working in unison, Cebu isn’t just a MICE-ready destination—it’s a bleisure-ready one.
“This isn’t a vision being whispered behind boardroom doors,” said Perdices. “This is Cebu, out in the open, declaring: we are MICE-ready. And we are MICE worthy.”
HTML Website Maker