The Cebu Chamber of Commerce and Industry (CCCI) is spearheading efforts to create a MICE (Meetings, Incentives, Conferences, and Exhibitions) alliance, aiming to bolster Cebu’s standing as a prime destination for business events, both in the Philippines and across Asia.
CCCI President Jay Yuvallos said this initiative was a key outcome of discussions during the Cebu Business Month, where stakeholders acknowledged Cebu’s potential and the need for greater synergy in the MICE sector.
“We used to have a strong position as a MICE destination, not only in the Philippines but also in Asia. However, other destinations have since risen in prominence,” Yuvallos said. “We have the products—like a world-class airport and growing convention facilities—but we saw the need to integrate and synergize our stakeholders.”
Cebu already boasts several major assets, including the Mactan-Cebu International Airport, which Yuvallos described as a key touchpoint for MICE travelers, and the ongoing construction of events venues such as the proposed convention centers. These facilities are integral to positioning Cebu as a MICE hub, but more coordination is required.
“We’ve had our first meeting, which included the Department of Tourism, local government units, and major stakeholders like SMX, Megaworld, and other business entities. Everyone agreed that to attract large events, we need a unified approach. It’s a confluence of multi-sectoral stakeholders working together,” Yuvallos explained.
A key challenge identified was the need to streamline the process of bidding for major MICE events. “Attracting big events—whether it’s sporting, business, or leisure—requires a concerted effort from various players. It can’t be done by just one stakeholder,” Yuvallos emphasized. “We need to craft a new vision for Cebu’s MICE industry.”
Looking ahead, the CCCI and its partners plan to conduct a strategic planning session to create a roadmap for Cebu’s MICE sector. Yuvallos believes Cebu has the potential to become the MICE capital of the Philippines, thanks to its unique combination of business infrastructure and tourism attractions.
“Cebu offers more than just business facilities. We have incredible tourism assets—whether it’s the northern beaches or the diving spots in the south. Visitors can enjoy business and leisure travel here, a niche market where we can excel,” he said.
The MICE alliance is expected to focus on enhancing Cebu’s branding as a premier destination for business events under the slogan “Invest in Cebu, Prosper in Paradise.”
“We already have the products, the infrastructure, and the people. Now, it’s about pulling everything together to compete on the global stage,” said Yuvallos.
With its strategic location at the center of the Philippines, Cebu is an accessible hub for domestic and international flights. While Cebu was once a leading MICE destination, other cities like Iloilo have become a favorite venue for MICE.
The proposed MICE Alliance aims to become the leading destination in the Philippines, said Yuvallos.
A study has valued the global mice industry at US$598 billion in 2022, and is estimated to reach $2,309.4 billion by 2032. The activities of the MICE industry play a key role in the future growth of businesses, cities, destinations, and others.
