Cebu Unveils Comprehensive MICE Guide to Position Province as Premier Convention Destination
In a significant move to enhance its standing in the global tourism market, Cebu officially launched the Cebu MICE Guide on Wednesday, January 28, 2026. The ceremonial event took place during the prestigious ASEAN Tourism Forum, which is currently being hosted in the province, signaling Cebu's readiness to attract major meetings, incentives, conferences, and exhibitions (MICE) from around the world.
Strategic Launch at Mactan Expo
The launch was held at the state-of-the-art Mactan Expo in Lapu-Lapu City, drawing a diverse audience that included participants from the ASEAN Travel Exchange, key tourism stakeholders, and both local and international media representatives. This setting underscored Cebu's modern infrastructure and its capacity to handle large-scale events with professionalism and efficiency.
Tourism Secretary Christina Garcia Frasco emphasized the guide's critical role in providing global event planners with clear, reliable, and comprehensive information. "The Cebu MICE Guide serves a clear purpose: to present, in one reference, the venues, services, and capabilities that position Cebu competitively in the regional and international MICE market," Frasco stated during the event. She highlighted that this resource strengthens Cebu's visibility in global bidding processes and demonstrates the province's preparedness to host ASEAN events and compete on an international stage.
Collaborative Development and Key Features
The guide was developed through a collaborative effort led by the Cebu MICE Alliance, which was initiated by the Cebu Chamber of Commerce and Industry. This initiative involved partnerships with various tourism stakeholders and government agencies, ensuring a holistic approach to showcasing Cebu's offerings.
According to Cleofe Albiso, president of the Cebu MICE Alliance and managing director of Megaworld Hotels & Resorts, the guide features nearly 300 establishments and service providers. These include:
- Hotels and accommodation facilities
- Event venues and convention centers
- Transportation partners
- Event organizers and planners
- Suppliers and support services
"For international event planners, the Cebu MICE Guide offers something essential—confidence," Albiso remarked, noting that the alliance was formed through robust public and private sector cooperation.
Strong Foundations and Government Support
Secretary Frasco pointed to Cebu's strong foundations as a MICE destination, citing its award-winning international airport, expanding air routes, modern convention facilities, and nearby leisure attractions such as beaches, islands, and cultural sites. She also praised the role of local workers, stating, "Behind every successful conference or exhibition are Cebuano workers whose skills, pride, and hospitality turn events into lasting experiences."
The Department of Tourism has identified key markets for Cebu, including ASEAN nations, North Asia (particularly South Korea and Japan), and long-haul markets such as China, India, Australia, the Middle East, Europe, and North America. Government support is multifaceted, encompassing:
- Infrastructure projects like road developments and tourist rest areas
- Global promotional campaigns to boost international visibility
- Aviation partnerships that resulted in 12 new international flights to Cebu in 2025 alone
Frasco also highlighted data from the International Congress and Convention Association, revealing that MICE delegates spend nearly five times more than leisure tourists, averaging over $553 per visitor, which underscores the economic importance of this sector.
Positioning Cebu as a Unified Destination
Josef Chiongbian, a trustee of the Hotel, Restaurant and Resort Association of Cebu and vice president of the Cebu MICE Alliance, emphasized the guide's role in promoting Cebu as a cohesive destination. "The MICE guidebook allows us to work as one Cebu—to sell Cebu as a destination first before selling our individual hotels and resorts," he explained.
Chiongbian added that Cebu is fully prepared to host larger groups in the coming years, with sufficient room inventory, modern facilities, and inclusive food offerings. The newly completed Mactan Expo was cited as an example of how private investment can bolster Cebu's position as a regional MICE hub.
With the launch of the Cebu MICE Guide, the province aims to leverage its strategic advantages and collaborative efforts to become a top choice for international conventions and business events, driving both tourism growth and economic development in the region.
