In January of this year, the Philippines had the privilege of hosting the ASEAN Tourism Forum, but not in its capital Manila.

Instead, Southeast Asian tourism officials and professionals made their way to the centre of the country to Cebu as the province showed off its world-class event-ready infrastructure which can easily rival similar venues within the region and beyond.

But Cebu isn’t the only province in the Central Philippines that is raising the country’s profile as a MICE powerhouse; the provinces of Bacolod and Iloilo, as well as the resort destination that is Boracay are also gaining prominence as host areas for mid- and large-scale events.

As the Philippine Tourism Promotions Board (TPB) puts it: “These places offer not only the best of tourism products and services with vast opportunities for business, but also have consistently growing local economies which have attracted investors to build hotel and meeting facilities.”

Cebu: What’s working in favour of the Queen City of the South?

The Visayan province of Cebu has long held importance as a point of contact between the Philippines and the world.

Historically, Cebu is where the first westerners made port in the country back in 1521 and even in the pre-colonial context was already a thriving trade zone for wares from Central, East, and West Asia for centuries.

In the modern era, Cebu prides itself on several state-of-the-art convention venues, including the NUSTAR Convention Centre and the Mactan Expo Centre which served as the primary location for the ASEAN Tourism Ministers’ Meetings and the TRAVEX industry show.

Likewise, the Philippine Department of Tourism (DOT) has long capitalised on the province’s longstanding reputation as a global city to the south of the capital, putting it in a highly visible position to draw in foreign investments and foster relevant corporate, industrial, and even geopolitical partnerships.

Cebu also prides itself on the way it is evolving into a major destination for blended trips, the ones that combine elements of business and leisure.

And it is certainly more than that, as the TPB says: “Cebu is now one of the prime destinations for MICE with its improved facilities, the presence of an international airport, chained-brand hotels and convention halls of international standards. Cebu is acknowledged as a fully-equipped MICE destination with Marco Polo Plaza Cebu, Radisson Blu Cebu, Shangri-La Mactan Resort & Spa, and the upcoming SMX Convention Center onboard.”

Iloilo: A historic city brings the future to the present

We had the opportunity to be part of the official launch of the new Belmont Hotel Iloilo which goes on soft opening from 24th June, and Megaworld Hotels & Resorts executives pointed out how this storied city in the Western Visayas has risen from being a mere historical attraction to becoming a MICE city in its own right.

While most tourist guides would point out how Iloilo is where one can see elements of the past in the present, some executives quipped that it’s also where one can see the future in the present.

This refers to the growing number of technologically-advanced high-capacity event venues throughout its primary urban centres, which includes the Iloilo Convention Centre (ICON) which can easily accommodate up to 4,000 seated delegates, and the SMX Convention Centre which has a similar capacity.

The other thing that Iloilo has going for it is that it was named a City of Gastronomy under the UNESCO Creative Cities initiative thanks to its rich gustatory heritage which has also cemented its sterling reputation in the global food and beverage scene.

The TPB has likewise pointed out: “In the last two decades, Iloilo has silently achieved progress. It has built new roads, multiple spaces for commerce and a modern airport which services regional travelers. With the establishment of [new event venues], the expected growth of the MICE industry in the city will further support tourism, transport, and manufacturing industries.” 

Likewise, when we factor in the way hospitality brands are making their way into the greater part of the region, we see no reason why the Central Philippines won’t be one of the locations to watch for global MICE now and for years to come.