CEBU CITY, Philippines – Cebu sets bold vision for global MICE (Meetings, Incentives, Conferences, and Exhibitions) leadership with a Tourism Forum on June 26, at the SM Skyhall, Cebu City, and an Experiential Tour of the city including the sneak peek of Mactan Expo Center.
Sharpening its edge as a global business events destination, the forum is led by Cebu MICE Alliance spearheaded by the Cebu Chamber of Commerce and Industry (CCCI) as part of Cebu Business Month (CBM) with the support of Megaworld Hotels and Resort Corporation and SMX Convention Center Cebu.
Held under the theme “MICE Ready: Staging Cebu for the Global Platform,” the forum is expected to bring together government leaders, tourism stakeholders, global MICE experts, and infrastructure developers to present Cebu’s strategic positioning in the growing global MICE market.
Department of Tourism Secretary Christina Garcia Frasco will deliver the keynote address, outlining how Cebu’s investments in tourism infrastructure and business travel support align with the country’s broader goal of becoming one of the Top 10 MICE destinations globally by 2030.
“This event represents a pivotal moment for Cebu’s evolution into a premier MICE destination,” said Jay Yuvallos, CCCI President. “We’re not just showcasing our potential—we’re demonstrating our readiness to compete on the global stage.”
International MICE experts to lead discussions
The event brings global insights to Cebu, with international speakers including: Liz Ortiguera, global travel and tourism leader, on MICE and tourism trends; Dato Vincent Lim, President of AFECA and former MACEOS President; Sumate Sudasna, President of Thailand Incentive and Convention Association (TICA); and, Candice Iyog, Chief Marketing and Customer Experience Officer of Cebu Pacific.
A featured panel titled “Positioning a MICE Ready Cebu” will address Cebu’s competitive advantages and how the city can secure a greater share of the global MICE market.
Infrastructure push takes center stage
Participants will gain exclusive insight into Cebu’s future-ready MICE facilities, including: SMX Convention Center Cebu, one of the largest venues in the Philippines, SM Seaside Arena, 16,000-seat indoor arena expected to be completed by end-2025, designed for concerts, sporting events, and exhibitions; and, Mactan Expo Center, located in Lapu Lapu City, this site is set to serve major exhibitions and corporate events.
A unique feature of the forum is the “Hard Hat Tour”, a guided exploration of key infrastructure developments like the Mactan Expo Center, and the Experiential tour icshowcasing Cebuano hospitality and readiness. The tour will conclude at Mactan Newtown Beach.
Strategic timing for a rebounding sector
With global business events rebounding and the Philippines targeting ₱25 billion in MICE revenues by 2030, the forum takes place at a critical time. Cebu’s competitive advantages — strategic location, global connectivity, world-class resorts, and cultural appeal — position it to play a leading role in the country’s MICE-driven economic recovery.
To inquire, Register here https://bit.ly/CBM2025TourismForum , call CBM Secretariat (032) 232-1421 to 24, or send email to cbm@cebuchamber.org | info@cebuchamber.org
