𝗖𝗲𝗯𝘂’𝘀 𝟭𝘀𝘁 𝗠𝗜𝗖𝗘 𝗯𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝘁𝗼 𝗯𝗼𝗼𝘀𝘁 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆, 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀 — 𝗗𝗢𝗧 𝗖𝗵𝗶𝗲𝗳

LAPU-LAPU CITY — Targeting more international events, the Department of Tourism (DOT) and the Cebu MICE Alliance launched Cebu’s first-ever MICE guidebook in a bid to strengthen the province’s Meetings, Incentives, Conventions, and Exhibitions (MICE) industry, reinforcing Cebu’s role as a key driver of tourism-led economic growth.

DOT Secretary Christina Garcia Frasco, Tourism Promotions Board (TPB) Chief Operating Officer Marga Nograles, and Cebu MICE Alliance President Cleofe Albiso led the unveiling of the Cebu MICE Guide 2025 at the recently inaugurated state-of-the-art MICE facility, Mactan Expo, on Wednesday (Jan. 28).

The launch comes on the sidelines of the ASEAN Travel Exchange (TRAVEX), where over 271 buyers, 124 Philippine sellers, and 222 ASEAN exhibitors around the world gather under one roof to showcase different tourism experiences and forge potential business partnerships.

Developed by the Cebu MICE Alliance and printed by the DOT, the guidebook contains key information on the island province’s venues, accommodations, destination experiences, service providers, and support infrastructure, serving as a practical resource and pitch for event planners and organizers worldwide.

In 2024, the said regional alliance of line agencies and tourism-allied industries noted that MICE tourism in Cebu is rapidly growing and “is poised to make a significant economic impact, contributing an estimated Php 1 billion to Cebu’s economy by 2029.”

Tourism Secretary Frasco lauded the Cebu MICE alliance for developing the guidebook, emphasizing that the initiative not only promotes the province as a premier destination for international engagements but also empowers communities and local stakeholders.

“Cebu’s strength as a MICE destination lies in the depth and balance of what it offers. It is anchored by an award-winning international airport, strong air connectivity, and efficient access to venues and accommodations. It is supported by world-class hotels, convention and exhibition facilities, including this venue. Beyond the meeting room, Cebu offers beaches and island diversity, world-class diving, living culture, vibrant festivals, and a tradition of warm Filipino hospitality that consistently distinguishes the Cebu experience,” said Secretary Frasco.

“What strengthens this further is the people of Cebu. From experienced event organizers and suppliers, to hotel teams, world-class creatives and talents, technical crews, transport providers, and community workers, Cebu has built a professional ecosystem that delivers events with consistency and care. Behind every successful conference, exhibition, or incentive program are Cebuano workers whose skill, pride, and hospitality turn events into experiences, and keep planners coming back,” the tourism chief added.

Together with DOT’s marketing arm, TPB, the Department has actively sought every opportunity to host impactful global events, recognizing that such programs provide a gateway for foreigners to discover the Philippines, while creating livelihood opportunities for locals.

Moreover, MICE tourism has proven to be an income-generating opportunity for the Philippines as delegates and participants of international events spend money on local products and services.

Data from the International Congress and Convention Association (ICCA) showed that foreign delegates spend an average of over P32,086 per day, which is nearly five times the amount spent by a typical leisure tourist.

𝗛𝗼𝗻𝗶𝗻𝗴 𝗖𝗲𝗯𝘂’𝘀 𝗺𝗮𝘀𝘀𝗶𝘃𝗲 𝗠𝗜𝗖𝗘 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹

Strategically located at the heart of the Philippines, Cebu’s commendable connectivity via direct international and local flights makes the island province a more attractive MICE destination.

“Within the ASEAN region, Cebu continues to attract corporate meetings, association congresses, and government and institutional events. Internationally, it is well positioned to further expand engagement with North Asia, particularly South Korea and Japan, as well as China, India, Australia, the Middle East, North America, and Europe, including long-haul incentive and exhibition markets that value reliability, connectivity, and a strong sense of place. This readiness reflects long-term investment and delivery,” Tourism Secretary Frasco said.

According to the alliance president Albiso, this geographical advantage will be complemented by the recent infrastructure boom in the province, which is expected to meet the growing demands of MICE travelers.

“From modern convention centers to expansive concert venues, upgraded roads to integrated transport systems, we are proud to offer an ecosystem that ensures seamless movement, security, and comfort-whether for high-level business conferences, destination weddings, or cultural festivals,” Albiso said in her foreword message in the book.

These MICE offerings are further supported by the island province’s unique blend of tourism products, including heritage sites, nature destinations, wellness activities, business and leisure opportunities, and delicious local food. From 2023-2025, the TPB’s MICE Plus Program has supported 222 meetings, incentive travel, conventions, and exhibitions in the Philippines.

“Our support for Cebu has also been consistent and sustained, from tourist rest areas to tourism roads, to global promotions and the recently launched Visit Cebu campaign, to human capital development and disaster assistance for tourism workers affected by natural calamities, and to route development initiatives that resulted in twelve new international flights to Cebu in 2025 alone. Looking ahead to 2026, this partnership continues. Cebu will remain a priority in our international promotional efforts, as we work closely with the industry to convert strong connectivity into sustained demand and high-quality visitor flows. We invest in MICE because the returns are clear,” said Frasco.