Regional collaborations are becoming the new strategy for the business events sector in the Philippines, aiming to sharpen competitive edges and drive mutual growth.
Cebu, already a well-known events hub, established the Cebu MICE Alliance to strengthen its position ahead of new venue and infrastructure completions, while smaller destinations Iloilo and Bacolod are actively offering event packages and incentives through shared costs and expertise.
“MICE Alliances give regions a collective voice to shape and promote their unique strengths,” said Megaworld Hotels and Resorts’ managing director, Cleofe Albiso. Albiso initiated the Iloilo MICE Alliance and Boracay MICE Alliance, and is also involved in the Cebu MICE Alliance.
Meanwhile, the Bacolod MICE Alliance is currently laying the necessary groundwork, a move Megaworld Hotels and Resorts is happy to support, Albiso said.
These MICE Alliances, stated Albiso, have “sparked increased interest from both domestic and international planners”, enabling smaller destinations to band together, share resources and compete abroad.
“The true impact lies in shared vision and sustained collaboration,” she stated.
Octavio Peralta, Philippine Council for Associations and Association Executives’ founder and volunteer CEO, agreed, adding that the success of MICE Alliances “depends on strong governance, clear agreements, and effective communication among members to mitigate potential drawbacks”.
Peralta noted the significant benefits of the alliances, which he said “collectively enhance the competitiveness, visibility, and attractiveness” of the cities as business events destinations. He stressed that this collaboration is primarily driven by shared goals and mutual benefits, which ultimately create stronger destination marketing synergy.
