The formal organisation of the Cebu MICE Alliance is underway, to position the province as a world-class destination for both international and domestic events, leveraging its unique selling points.
Initiated by the Cebu Chamber of Commerce and Industry (CCCI) led by its president, Jay Yuvillos, together with other stakeholders, the Alliance held a strategic planning workshop on January 22 facilitated by Octavio Peralta, founder and volunteer CEO of the Philippine Council of Associations and Association Executives (PCAAE).
Peralta shared with TTGmice that during the “milestone event”, 53 participants sat down to craft the Alliance’s purpose, mission, vision and core values and provided inputs on objectives, KPIs and targets.
The Alliance’s governance structure was also finalised during the meeting. This included the formation of various working committees for core areas such as marketing, policy advocacy, infrastructure, training and sustainability. Plans are underway for a research-driven MICE Roadmap for Cebu, which will incorporate accurate data and specific targets.
CCCI’s Cebu Business Mobilization unit told TTGmice that the strategic plan will guide the Alliance’s activities which, in the coming months, “will likely focus on capacity-building initiatives, stakeholder engagement, and promotional activities to showcase Cebu’s MICE capabilities”.
Megaworld Hotels and Resorts, a member of Cebu MICE Alliance, is anticipated to play a prominent role in shaping the alliance’s direction. This is important given Cebu’s upcoming hosting of the ASEAN Summit and ASEAN Tourism Forum in 2026. The expertise of Cleofe Albiso, managing director of Megaworld and a key figure in the development of the Iloilo and Boracay MICE Alliances, is expected to be instrumental.
