Stakeholders challenged to define Cebu’s identity as Asia’s next MICE hub

As Cebu gears up for the opening of major convention venues like the SMX Cebu and Mactan Expo Center, a leading voice in the Philippine MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is urging stakeholders to act decisively in positioning the city as a premier destination for global and regional events.

At the recent Cebu Tourism Forum held at the Skyhall of SM Seaside Cebu, Marissa Nallana, PETCO president, AFECA member and MICE pioneer in the Philippines, reflected on Cebu’s long MICE journey and emphasized the need for cohesive and strategic collaboration.

“When MD Cleo [Albiso] invited me to assist and join the panel, I paused before accepting. I wanted to ensure that I could present something that would truly engage and benefit this audience,” Nallana said.

She recalled how, as early as the 1980s, Cebu had already caught the attention of international organizers — including markets like Germany — but lacked the necessary infrastructure.

“We pushed for a convention center in Cebu, but at the time, it wasn’t a priority. Now, decades later, Cebu is finally on the cusp of realizing that dream,” she noted.

The forum also highlighted efforts by PACEOS and the Philippine MICE Academy to strengthen the country’s MICE capabilities. Since 2010, the Department of Tourism worked with these organizations and led nationwide training programs and crafted the MICE Roadmap 2030, which is currently being recalibrated in light of post-pandemic realities.

Where Asia’s MICE Industry Stands

To contextualize the Philippines’ role, the forum presented an overview of Asia’s exhibition and convention landscape.

East Asia currently holds 3.8% of the global exhibition market, with the industry recovering to 88% of pre-pandemic levels by 2023, according to Dato Vincent Lim, President of the Asian Federation of Exhibition and Convention Associations (AFECA). Growth is expected at 5.29% annually through 2030.

“We estimate around 15,000 companies in Asia are now engaged in this industry, under AFECA member countries,” shared Lim, citing a post-pandemic joint survey by AFECA and UFI.

East Asia commands 16.6 million square meters of venue space, or 38.5% of the global total. China alone accounts for 81.2% of Asia’s exhibition space, or 13.5 million sqm, underscoring its status as a global powerhouse — with many top-tier global exhibitions shifting from Europe and the U.S. to China.

Thailand, meanwhile, leads ASEAN in exhibition infrastructure, aided by strong government support.

China has the most exhibition venues, holding 81.2% of the total exhibition  space, 31.2% of the global venue space, with 13.5 million square meters of venue space.  It has seen significant growth over the past 20 years, its exhibition industry, supported by the government development and infrastructure.

Many world-leading exhibitions are now held in China marking a shift  from Europe and the US. The transformation  of the exhibition industry in Asia, particularly in China, is emphasized.

Cebu’s MICE Potential and International Interest

According to DOT Secretary Christina Garcia Frasco, Cebu is well-positioned to become a top MICE destination, thanks to its unique blend of tourism assets — including heritage, biodiversity, wellness, gastronomy, and adventure.

International organizers are taking notice, as seen in the entry of high-profile events like Big Bad Wolf Book Fair and GlassTech Asia.

Frasco also confirmed that Cebu is set to host the ASEAN Tourism Forum next year, with the Mactan Expo Center as a key venue.

The Expo Center, located within The Mactan Newtown, will feature close to a hectare of event space. The two-level facility will accommodate up to 2,500 guests in its main convention hall.

“Our owners gave their commitment to no less than President Marcos Jr. himself. We’re doing everything to meet the deadline,” said Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts. “You’ll get a sneak peek this afternoon. We’ve seen the day-to-day progress — and our teams are working round-the-clock.”

Infrastructure Developments Driving MICE Growth

Cebu’s infrastructure pipeline is key to unlocking its MICE potential:

•Mactan Expo Center: Strategically located near Mactan-Cebu International Airport, its proximity to resorts enables seamless business-leisure integration.

•SMX Convention Center Cebu: A 22,000 sqm facility poised to be among the largest in the country, offering state-of-the-art features.

•SM Seaside Arena: Set to open by year-end, this 16,000-seat indoor arena will be capable of hosting international concerts, sporting events, and large expos.

“Can you imagine what this means for our capacity?” said Anton Mari Perdices, Chairperson of Cebu Business Month 2025. “Today’s program is crafted to give you the full picture of Cebu’s MICE readiness. By day’s end, you’ll understand why Cebu is positioned to capture a significant share of the global MICE market.”

But Challenges Remain

Nallana emphasized that physical infrastructure is just one piece of the puzzle.

“Do we want Cebu to specialize in 500-person meetings or aim for conventions with 10,000 attendees like Taiwan? What makes Cebu unique? These are the questions we must answer now.”

She stressed that strategy and marketing must keep pace with infrastructure. Local organizers, associations, and chambers of commerce must strengthen ties with international bodies and leverage programs like the MICE Plus Program, which offers government incentives for qualified events.

“The name of the game is collaboration. Use your networks, partner with international associations, and let’s make Cebu a true MICE powerhouse,” Nallana concluded.

With world-class venues nearing completion and a renewed push from both public and private sectors, Cebu now stands at a defining moment — one that could elevate its role in Asia’s MICE landscape for years to come.