With the global MICE industry projected to grow 10% annually over the next decade, the Philippines stands at a pivotal moment. And according to global travel leader Liz Ortiguera, the country has everything it needs to win—if it plays its cards right.
Speaking before delegates at the recent MICE conference in Cebu, Ortiguera — former CEO of the Pacific Asia Travel Association (PATA) and now with the World Travel & Tourism Council (WTTC) — shared a passionate, practical blueprint for positioning the Philippines as a world-class MICE destination.
“First and foremost, I need to highlight — I’m a proud Cebuana born in the U.S. I’m always surprised when Asian audiences don’t realize I’m Filipina. That’s why it’s extra meaningful for me to speak here in the Philippines. I’ve always had this deep love and fascination with my heritage, culture, and — when it comes to MICE — I’ve been immersed in this industry almost my entire career.”
The global playing field
In the next 10 years, tourism will generate 90.6 million new jobs globally, with the majority in Asia Pacific. And the MICE race is heating up.
Destinations like Phuket and Bali lead the way as beachside MICE hubs. Phuket handles 2 million MICE attendees, served by an airport with 67 routes, 47,000 room keys, and convention centers that can host 8,000 delegates, while Cebu, by comparison, has catered to 20,000 MICE visitors, with 26 airport routes, up to 10,000 rooms, and capacity for 12,500 attendees.
Phuket’s edge? A strong logistical backbone combined with focus on safety, transport efficiency, and tech integration.
“So what wins a bid? Accessibility. Have you ever been invited to bid where accessibility and connectivity weren’t critical?” she asked.
Pillars of MICE success
Connections, experiences, and learnings are the three pillars of MICE success.
Ortiguera emphasized that the essence of in-person attendance lies in the connections that can be formed during the event. By creating a conducive environment for networking and interaction, event organizers can ensure that attendees have the opportunity to connect with each other on a deeper level. This not only enhances the overall experience of the event but also fosters a sense of community among participants.
She highlighted the importance of providing unique and immersive experiences that showcase the destination’s culture and heritage. By offering guests a sense of place, event organizers can create a memorable and engaging experience that sets their event apart from others.
Underscoring the value of learning opportunities at conferences — from presentations and workshops to networking events and tours — attendees have the chance to gain valuable insights and knowledge that they may not have access to through virtual attendance. By prioritizing educational content and networking opportunities, event organizers can ensure that attendees leave the event feeling inspired and informed.
Define and deliver
Ortiguera urged destinations like Cebu to move beyond generic tourism and craft a clear MICE identity.
“Some visitors expect the beach and are surprised when their conference is in the city. That disconnect points to a branding gap. What’s Cebu’s promise as a MICE destination? Does every touchpoint, from venues to programs, deliver on that promise?”
She called for creation of a “culture premium” — the intangible value that makes a destination unforgettable. Citing Bali, she noted how cultural identity drives premium rates and guest satisfaction.
“Even with world-class infrastructure, Phuket can’t match Bali’s event rates because of the cultural richness attendees experience.”
Play to our strengths
Ortiguera underscored what sets the Philippines apart:
“Filipinos are the most in-demand hospitality professionals globally. Let’s bring that talent home. Let’s showcase our cuisine. Make guests feel they’re in the Philippines — not just in a ballroom.”
Even small, authentic touches — from traditional welcomes to heritage performances — can create lasting impressions.
Modern tools, human core
While tech — from hybrid formats to AI — will continue to shape MICE, Ortiguera reminded organizers:
“Tech should enable, not overshadow. People still come for people. Keep the experience human-led.”
Logistics and legacy
Ortiguera closed by emphasizing that hosting well is what truly sets destinations apart:
“Logistics must sing — safety, transport, seamless scheduling. But in the end, what differentiates a place is how people feel when they’re here.”
“If the Philippines defines its identity, celebrates its culture, and perfects its operations, it won’t just ride the MICE wave — it will lead it.”
