Continued collaboration and focused efforts will pave the way for the Philippines to become a leading player in the global MICE landscape
Strong performance in the Philippine business events sector is fuelling a determined push towards international prominence, where recent developments are converging to propel this ambition forward.
Strides are being made across other crucial areas. For instance, the revision of the Philippine MICE Roadmap is underway, signalling a renewed strategic direction. The country has also successfully launched its national MICE branding, a significant step in establishing a distinct global identity.
Moreover, infrastructure development and improvements are on track, complemented by the expansion of bigger and higher-quality venues and accommodations nationwide. Accessibility is also steadily improving, while the integration of digital innovation and high technology within the sector shows promising progress.
However, the establishment of a dedicated MICE Bureau has not progressed despite calls from the industry.
Octavio Peralta, founding CEO of the Philippine Council of Associations and Association Executives, expressed strong support for the establishment of a dedicated MICE Bureau, similar to the former Philippine Conventions and Visitors Corp., before business events became a unit of the Tourism Promotions Board.
He elaborated: “To elevate Philippine MICE to a higher level, I think there’s a need for an independent and dedicated bureau for it, just like before.”
“It is a known fact that MICE generates more revenue than other travel or tourism-related activities. Besides, MICE has its own particular stakeholders and ecosystem that needs to be managed and supported.”
While the government has remained mum about this suggestion from industry players, Peralta envisioned a dedicated body that could well be a public-private-nonprofit partnership.
“For Philippine MICE to rise from its current level, it needs leadership, innovative thinking, and funding. This can be achieved when involved public, private, and non-profit organisations – such as associations – collaborate, coordinate their efforts, and pool their resources,” stated Peralta.
A significant development on the horizon is the planned Philippine International Exhibition Center (PIEC) in the Pasay Harbour City reclamation area. With the build contract slated to be bid out soon, this massive 128,000m² structure is anticipated to become the largest exhibition venue in South-east Asia upon completion.
Nicolette Ann Cruz, general manager of the Philippine International Convention Center (PICC) – which will be celebrating its golden anniversary in 2026 – said PIEC is a welcome development for the growing business events sector and does not impede PICC’s expansion.
Despite facing space constraints that have limited its ability to compete for larger events, Cruz revealed that plans under consideration involve transforming The Forum, currently a tent structure on the PICC grounds, into a permanent venue. Furthermore, a mixed-use development incorporating exhibition space is being evaluated for the building located behind the existing PICC.
While Metro Manila is the Philippines’ primary business events hub, Cebu is rapidly gaining ground, bolstered by improvements in its airport and road infrastructure and the introduction of new, larger venues.
Driven by the growth of both domestic and international business events, developers such as SM Hotels and Conventions, Megaworld, and Robinsons Hotels and Resorts (RHR), are responding by allocating larger spaces for convention centres within their properties and expanding into emerging destinations.
According to Barun Jolly, RHR’s senior vice president and business unit general manager, following the opening of the 2,000-pax Nustar Convention Center in Cebu approximately two years ago, the upcoming Fili Hotel Bridgetowne will also feature convention facilities, including a ballroom capable of accommodating up to 2,000 people and multiple meeting rooms.
Jolly noted that business events were RHR’s “fastest-growing segment last year” and continues to experience strong demand. He added that for December 2025, occupancy in most of their large hotels is nearing full capacity, with high demand for meetings ranging from 10 to 1,000 attendees, even in locations such as the Summit Hotel in Bacolod.
For the rest of this year, the Philippines is anticipating a lively calendar of events, particularly with a significant amount of incentive travel originating from South Korea and bound for the Visayas.
This momentum continues in May, when Cebu City will host the World Congress on Traditional and Complementary Medicine. June will see Manila welcome the Project Management Institute Global Summit Series APAC and the World Conference of the Masonic Fraternity 2025.
Moving into 2H2025, October is set to be a busy month with the 43rd Conference of the ASEAN Federation of Engineering Organizations, and the World Congress on Medicinal Plants and Natural Products taking place. November will bring the 29th Annual Congress of the Asia Pacific Society of Respirology to Manila, the Sustainable Industrial Processing Summit to Cebu, alongside the inaugural Terra Madre Asia Pacific event in Bacolod City. The year will conclude in December with the 33rd APAC Regional Scout Jamboree in Zambales.
