In the wake of Cebu's successful hosting of the 45th ASEAN Tourism Forum (ATF), tourism stakeholders in the province are shifting their focus from immediate visitor arrivals to securing long-term business advantages. They emphasize the profound ripple effects generated by meetings, incentives, conferences, and exhibitions (MICE) events, which are seen as key drivers for sustained growth in the region.
Strategic Vision for Cebu's Tourism Future
Cleofe Albiso, president of the Cebu MICE Alliance, articulated a forward-looking perspective, noting that hosting major international tourism forums helps position Cebu as a destination that attracts repeat visitors. She highlighted that these events foster a deeper appreciation among attendees, who often return for leisure with family or friends, thereby creating a steady stream of tourism demand.
Lessons from Past Success
Albiso, who also serves as the managing director of Megaworld Hotels and Resorts, pointed to Cebu's experience after hosting the ATF in 2016. She observed that the province witnessed a significant uptick in tourism and business activities in subsequent years, underscoring the lasting impact of such high-profile gatherings.
While quantifying exact repeat visits remains challenging, Albiso stressed that the MICE sector consistently generates positive business and interest ripple effects. She explained that delegates often rediscover Cebu's evolving landscape, including newer developments in areas like Mactan, leading to a "wow" factor that translates into future visits.
Economic Impact and New Initiatives
At the launch of the Cebu MICE Guide on January 28, 2026, at the Mactan Expo, Tourism Secretary Christina Frasco highlighted the substantial economic value of MICE tourism. Citing data from the International Congress and Convention Association, she noted that MICE delegates spend nearly five times more than leisure tourists, with an average expenditure exceeding US$553 per visitor.
Enhancing Confidence with the Cebu MICE Guide
The newly introduced Cebu MICE Guide features nearly 300 establishments and service providers, encompassing hotels, venues, transport partners, event organizers, and suppliers. This comprehensive resource aims to offer international planners a streamlined and reliable reference, simplifying engagement and fostering trust in Cebu's capabilities.
Albiso emphasized that the guidebook provides essential confidence for international event planners by connecting them with trusted partners who understand both global standards and Cebu's unique local character. Developed through a collaboration between the Cebu MICE Alliance, initiated by the Cebu Chamber of Commerce and Industry, and various tourism stakeholders and government partners, this initiative is poised to reinforce Cebu's image as a competitive MICE and leisure destination.
Overall, tourism stakeholders in Cebu are optimistic that the ATF will not only boost repeat visitation but also drive broader economic benefits over time, solidifying the province's reputation on the global stage.
