Megaworld Diversifies into MICE with P1.5-Billion Mactan Expo Convention Center
Property developer Megaworld has officially entered the meetings, incentives, conferences, and exhibitions (MICE) industry with the launch of Mactan Expo, a P1.5-billion stand-alone convention center located within its 30-hectare The Mactan Newtown township in Lapu-Lapu City, Cebu. The company disclosed this strategic move to the stock exchange on Wednesday, January 21, 2026, marking a significant expansion beyond its traditional residential, office, and hospitality projects.
Strategic Role in ASEAN Summit and Regional Tourism
The Mactan Expo is poised to play a crucial role in regional diplomacy and tourism, as it will serve as one of the venues for activities linked to the upcoming ASEAN Summit hosted by the Philippines. Its inaugural event will be the ASEAN Travel Exchange (Travex), a key component of the ASEAN Tourism Forum 2026, scheduled from January 28 to 30, 2026. This development is expected to strengthen Cebu's position as a premier MICE hub in the region, enhancing the island's capacity to host large-scale international events and boosting demand for hotels, transportation, and related services.
State-of-the-Art Design and Cultural Integration
Designed specifically for large-format exhibitions and conferences, Mactan Expo features:
- A pillarless main hall that maximizes space and flexibility for event setups.
- An intuitive layout engineered for efficient crowd flow and seamless navigation.
- Incorporation of Cebuano cultural elements, including commissioned artworks by local artists and design motifs inspired by the island's coastline and marine environment.
The facility is equipped with modern amenities such as a VIP lounge, Muslim-friendly prayer rooms, an integrated showroom for conference spaces, and ample parking to accommodate high-volume events. These features are considered critical for attracting repeat international conventions to Cebu.
Leadership and Integrated Business Strategy
To spearhead its MICE expansion, Megaworld has appointed Louella Caridad, a veteran MICE executive, to head its MICE business. Caridad, formerly the chief operating officer of World Trade Center Metro Manila, will oversee the development and operations of future convention and exhibition facilities nationwide. The MICE operations will collaborate closely with Megaworld Hotels & Resorts, enabling the group to offer integrated event packages that combine venues, accommodations, and food and beverage services within its townships. Currently, Megaworld operates 14 hotel properties across the Philippines with approximately 6,500 room keys.
Future Expansion Plans and Vision
Megaworld President and CEO Lourdes Gutierrez-Alfonso emphasized that Cebu serves as the launch pad for the company's MICE ambitions. "After Cebu, we will explore other key growth areas to expand this business as we aim to attract more international conventions and events," she stated. Hosting ASEAN-related activities positions Mactan Expo as a landmark project for the group, with plans to roll out additional MICE developments in other tourism-oriented townships over the next five to 10 years. This strategy builds on Cebu's role as a gateway for international meetings and exhibitions in the Visayas region.
The opening of Mactan Expo represents a strategic diversification for Megaworld, positioning MICE as a new growth pillar across its township portfolio and reinforcing the Philippines' capabilities in hosting major international gatherings.
