The forthcoming international conference on Meetings, Incentives, Conventions and Exhibitions/Events (MICE) will highlight the rise of business tourism in the Philippines.

Organized by the Tourism Promotions Board (TPB), this year’s event is dubbed “M.I.C.E.CON 2014” and will take place at the Fontana Convention Center in Clark, Angeles City in Pampanga on June 4 to 7.

TPB Chief Operating Officer Domingo Ramon C. Enerio III said business tourism, which used to account for only 15 percent of total visitor arrivals in 2010, could further increase with the contributions from the M.I.C.E. industry and corporate sectors, especially those with a transnational or global presence. “Business tourism is also being propelled by the development and expansion of modern M.I.C.E. facilities catering to corporate and industry needs,” he said.

Enerio added TPB also wants to optimize the country’s many natural tourism destinations and cultural landmarks around the M.I.C.E hubs for pre-event and post-event tours.”M.I.C.E. hubs are also increasing in number, with the addition of the Bay area around the Mall of Asia, the Resorts World Complex near the airport in Manila, and many others in Clark, Subic, Cebu and Davao, among others,” he pointed out. “We want to increase the number of our business events and facilities to boost tourism in this sector by providing expert knowledge on market trends and strategies through the M.I.C.E. Conference of 2014.”

The conference is designed to help develop the local industry and position the Philippines as a preferred international M.I.C.E. destination. With the theme M.I.C.E. in 4D (Driving Passions, Developing Minds, Defying Limits, Designing the Future), it aims to bring the country’s M.I.C.E. industry to the next level of development. During the event, industry experts will share their trade secrets and provide strategies in marketing, business and technology, association management, communication, and organizational development, among others.

Conference participants will include industry practitioners, airline firms, hotels, resorts, convention centers, destination management companies, incentive and event planners, professional congress/exhibit organizers, M.I.C.E. venues, local government units and the media. Also attending are around 40 select M.I.C.E. buyers from Australia, China, Korea, Taiwan, Singapore, United Kingdom, Germany, Poland and Russia. Another 10 local corporate buyers will be attending a one-day Buyer Seller Business Exchange dubbed the M.I.C.E. Mart.

This event is being organized by the TPB with the cooperation of the Clark Development Corporation and in partnership with two major Philippine M.I.C.E. organizations; Meetings, Incentive Travel, Exhibitions/Events Philippines Inc. (MITE Philippines) and the Philippine Association of Convention and Exhibition Organizers and Suppliers (PACEOS).

Official participating hotels in the M.I.C.E.CON 2014 include Fontana Hot Spring Leisure Parks, Widus Hotel and Casino, Holiday Inn Clark and Montevista Villas – Mimosa Golf & Country Club.