SM Hotels and Conventions Corp. (SMHCC) is reinforcing its commitment to Philippines’ regional tourism and business events growth with the ongoing development of SMX Seaside Cebu and SMXCITE (SMX Center for International Trade and Exhibitions), both of which are scheduled to open within the next few years.
SMX Seaside Cebu is slated to open in 4Q2026 with 18,000m2 of exhibition space, and integrated into the larger Cebu South Coast City development.
“From day one, the objective has been to create a fully connected district that delivers a seamless, end‑to‑end experience for organisers and delegates,” said Walid Wafik, SMHCC’s senior vice president for operations.
He emphasised that collaboration with key stakeholders is vital. “In recent years, we have endeavoured together with other industry players to lobby and align with relevant government agencies to prioritise infrastructure, enhance mobility networks, and strengthen destination planning,” Wafik explained.
As such, he is confident that “positioning Cebu on the global MICE stage” is an “achievable and increasingly imminent reality”.
In Pasay City, SMXCITE will add 18,000m2 of modern exhibition space, forming a fully integrated 35,000m2 complex with the existing SMX Mall of Asia once it opens in 2027. The venue will boast column-free halls, multi-event capability, and expanded plenary capacity within a highly accessible district.
According to Wafik, SMXCITE will meet the scale requirements that previously excluded Manila from major international bids.
He elaborated: “While regional competitors maintain larger inventories, Pasay’s advantage is integration. The district’s mix of hotels, retail, entertainment, an arena, bay-side lifestyle offerings, and airport proximity delivers a compelling value proposition beyond venue size alone.”
While these projects represent a massive increase in physical capacity, they also highlight a growing need for specialised talent. This is where SMX Academix – a structured learning platform for event management – launched in 2018, steps in.
“As we expand to 10 venues nationwide by 2027, this capability-building arm becomes even more critical. Growth in the provinces requires not only world‑class facilities but world‑class talent to operate them,” Wafik stated.
He added that scaling SMX AcademiX alongside the company’s footprint ensures that SMX is “developing regional professionals who understand global standards while being rooted in their local markets, thus reducing reliance on Manila-based teams and strengthening regional operations”.
