Reimagining MICE: How the Philippines Takes Your Business to Heart
Imagine closing a multimillion-dollar deal against a backdrop of golden sands and turquoise water or brainstorming your company’s next big idea at a state-of-the-art convention center just a stone's throw from a UNESCO World Heritage Site.
This is the Philippines’ vision to reimagine the Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism industry. Forget bland PowerPoint presentations and generic coffee breaks. This is about immersive, tailored experiences that leave a lasting impression.
The reason for this ambition is clear. The global MICE market is booming and is projected to grow from US$850 billion in 2024 to US$1.4 trillion by 2030.1
This remarkable growth reflects the sector’s resurgence as global travel rebounds to pre-pandemic levels.2 Outbound travel from emerging markets like India is accelerating,3 “bleisure” travel is gaining traction and innovations like hybrid events, augmented reality, and artificial intelligence are transforming how events engage attendees.
With plans to increase annual MICE revenue from US$95 million currently to US$420 million by 2030,4 the Philippines is crafting a compelling narrative that leverages its biggest strengths: modern infrastructure, breathtaking natural beauty, diverse culture, and the renowned warmth of the Filipino people. Launched in 2024, MICE Philippines: We Take Your Business to Heart is a collaborative effort by the country’s Tourism Promotions Board (TPB), various government bodies, and the private sector to elevate the Philippines as a top-tier MICE destination by showcasing its world-class roster of MICE-ready locations that draw from these strengths.
“Our skilled workforce embodies Filipino hospitality, ensuring world-class service tailored to every client’s needs,” says Maria Margarita Montemayor Nograles, Chief Operating Officer at Tourism Promotions Board (TPB) Philippines. “Complementing this is our country’s unparalleled beauty, offering unique and inspiring settings for events. These elements in particular inspired MICE Philippines: We Take Your Business to Heart, which reflects our commitment to delivering heartfelt, seamless, and memorable MICE experiences.”
The nation’s capital has established itself as a leader of Asia's MICE industry, with several world-class venues that include the SMX Convention Center, which won the 2024 World MICE Award for Best Convention Center, Philippines, and the World Trade Center Metro Manila. Both are complemented by upscale hotels and are within easy reach of the country’s main airport.
On the leisure side, Manila’s energy is unrivalled. From its vibrant nightlife and mouthwatering street food to cultural treasures like Intramuros, the historic Spanish-era walled city, and Binondo, the world’s oldest Chinatown, the city offers a rich blend of business and leisure.
In the heart of the Central Visayas region, Cebu City is developing a reputation as a major MICE hub. Planned venues like the Mactan Expo Center and SMX Convention Center Cebu will join established hotels like Mövenpick Cebu and Shangri-La Mactan, blending resort luxury with conference excellence.
Cebu’s appeal extends beyond its facilities, and its pristine white-sand beaches, azure waters, and natural wonders like Kawasan Falls offer unforgettable moments. The region’s culture shines through its food and colorful festivals, including the world-renowned Sinulog Festival.
On the southern island of Mindanao, Davao is recognized as the Fruit Basket of the Philippines, renowned for produce like bananas, pineapples, and coffee. Davao has also emerged as a green MICE destination, with several of its venues embracing sustainability. For example, SMX Davao integrates natural lighting and ventilation in its architectural design to minimize the need for artificial cooling and lighting, while Marco Polo Davao uses solar water heaters that provide hot water for guest rooms and dining facilities.
Davao's dedication to sustainability extends to preserving its rich biodiversity, particularly in popular spots like Samal Island, where community-driven initiatives promote responsible tourism.
Much like Cebu, Davao offers MICE visitors the perfect balance of business and leisure, from conquering the trails of Mount Apo to savoring the city’s unique culinary delights—such as kalderobo, an adobo-inspired dish made with marinated pork, coconut milk, liver pâté, and peanut butter.
Clark, located north of Manila in Central Luzon, has emerged as the Philippines' newest MICE destination. With its strategic location, modern infrastructure, and meticulously planned facilities—including international hotels and the soon-to-open Clark International Convention Center—Clark is designed to host world-class events.
Connectivity is one of Clark’s strongest assets. The rapidly expanding Clark International Airport offers a growing network of domestic and international routes, while its proximity to Manila—just a two-hour drive via a newly developed expressway—ensures convenience and efficiency for visitors.
Beyond meeting rooms and conference halls, Clark invites visitors to immerse themselves in extraordinary experiences, like teeing off on championship golf courses, witnessing the iconic Philippine International Hot Air Balloon Fiesta, and sampling the region’s acclaimed cuisine.
The Philippines is investing heavily in infrastructure to support economic growth and expand its MICE capabilities. The government's Build Better More program allocates at least 5% of GDP annually to infrastructure projects.5 This includes modernizing major transit hubs like Manila's Ninoy Aquino International Airport, and improving road networks to ensure seamless connectivity between urban centers and convention facilities.
Digital infrastructure is also a priority, and the country’s National Fiber Backbone project6 is extending high-speed internet access across the country. This initiative is crucial for hybrid events that combine physical and virtual participation.
Sustainability has become a cornerstone of the Philippines’ MICE strategy. Guided by the TPB’s MICE roadmap, the country is developing and upgrading venues with environmentally friendly designs, energy-efficient systems, and waste reduction measures, while MICE events are often paired with eco-tourism experiences that promote the country's natural beauty while emphasizing conservation.
With its commitment to sustainability, its modern infrastructure, and the innate warmth of its people, the Philippines has solidified its status as a world-class MICE destination. By meeting global standards and embracing innovative solutions, the country offers a unique setting that captivates organizers and attendees alike, ensuring that every event is impactful and extraordinary.
“We welcome not just leisure travelers but also business professionals to the Philippines,” says Nograles. “We go beyond telling them—we show them and make them feel that in the Philippines, we take their business to heart.”
