The Philippine MICE Conference (MICECON) returned to Clark after a decade to host MICECON 2024. With the theme “M.I.C.E. XD: XPERIENCE DIVERSIFIED,” the three-day event took place from July 10 to 12 at the SMX Convention Center Clark, organized jointly by the Tourism Promotions Board (TPB) Philippines, Clark Development Corporation (CDC), and various private and public sector partners.
During the opening ceremony, TPB Chief Operating Officer Maria Margarita Montemayor Nograles emphasized the TPB’s commitment to fostering new networking, benchmarking, and learning opportunities through diverse sessions, workshops, and activities. “Our theme reflects our dedication to embracing innovative ideas, technologies, and practices that will shape the future of the MICE industry,” Nograles remarked.
Nograles also highlighted the “MICE Philippines: We Take Your Business to Heart” program, aimed at positioning the country as a leading MICE destination. “In the Philippines, we welcome not only leisure travelers but also business professionals. We not only tell them—we demonstrate and ensure they feel that in the Philippines, we prioritize their business needs,” she added.
MICECON 2024 welcomed 820 delegates from various MICE sectors and academia, offering a diverse conference experience. From their accommodations to the main conference venue, unique themed social functions, and creative session dress codes, the event highlighted Clark not only as a top tourist destination but also as a leading MICE destination in the country.
During the opening ceremony, Department of Tourism (DOT) Secretary Christina Garcia Frasco expressed strong support. Highlighting Clark’s premier status in tourism and MICE, she emphasized the Philippines’ unique ability to offer conventions alongside exclusive pre- and post-tour experiences. “The Philippines not only hosts conventions but also provides pre- and post-tour options that are unparalleled,” she stated.
Frasco also emphasized Clark’s capability to host large-scale conferences, citing its selection as the host of MICECON 2024 as recognition of its readiness and potential. “The Clark Freeport Zone’s accessibility, state-of-the-art conference venues, and comprehensive support services are well-prepared to welcome all participants of MICECON 2024,” she added.
CDC President and CEO Atty. Agnes VST Devanadera provided updates and statistics on developments aimed at solidifying Clark as a premier MICE destination. These initiatives include the construction of three new hotels to supplement Clark’s existing room inventory of approximately 4,100 rooms. Additionally, two hectares of land have been allocated for expanding the SMX Convention Center, alongside plans to develop business venues within Clark’s current hotels. A five-hectare plot within CDC is earmarked for a convention and cultural center with a projected capacity of up to 15,000. Ongoing enhancements to Clark International Airport’s flight network and the implementation of a train system linking Clark to adjacent regions, with the first phase expected by 2026, further underscore Clark’s readiness for large-scale events.
Anita Mendiratta, founder and lead of AM&A Consulting Firm and a keynote speaker at MICECON 2024, commended DOT Secretary Frasco for her strategic efforts in advancing Philippine tourism. “On behalf of the UN World Tourism Organization (UNWTO), I express gratitude for your thoughtful and business-centric approach to tourism development,” she remarked during a press conference at MICECON 2024, also known as MICE Conversations.
Pamela Pascual, president of the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS), highlighted the economic impact of MICE events, emphasizing how delegate spending benefits various sectors of the local economy. “These events attract international visitors who not only participate but also explore local attractions, contributing significantly to sustainable tourism growth and elevating the country’s global visibility as a preferred destination,” she added.
Highlights of MICECON 2024
Before the official opening, select delegates engaged in four corporate social responsibility (CSR) programs, while the MICE market at SM City Clark Event Center featured over 30 local exhibitors and sponsors showcasing tourism packages, local crafts, food products, and other MICE-related businesses from Pampanga.
First-time attendees participated in an interactive onboarding session where they collaborated to pitch creative ideas for popular Filipino dishes, offering a novel approach to convention orientation.
Brilliant students from five universities competed in the MICE Youth Challenge, with the University of the Cordilleras emerging victorious for their proposal to host SPICECON: Malembo Pampalasa, a four-day conference on spices.
A welcome dinner at Clark International Airport’s new terminal gates celebrated Kapampangan culture through music, performances, culinary delights, and artisanal products. The event underscored the terminal’s potential as a versatile event space and was attended by former President Gloria Macapagal-Arroyo, current Representative of the 2nd District of Pampanga, along with other dignitaries and officials from DOT, TPB, and CDC.
Meanwhile, the conference’s last two days hosted a series of comprehensive discussions led by industry experts, allowing delegates to select tracks tailored to their specific fields within MICE and tourism. Topics included artificial intelligence (AI) technology, crisis recovery and reputation management, inclusive event planning, balancing digital marketing with the appeal of in-person experiences, and training and upskilling the tourism workforce, among others.
Future Prospects for the PH MICE Industry
As the conference concluded on Friday afternoon, its success underscored the collaborative efforts of all involved. Key officials and personnel from both public and private sectors, inspirational speakers, dedicated delegates spanning various industries, and the supportive Clark community all contributed to ensuring a seamless and enriching experience for everyone.
Nograles extended her sincere appreciation to Devanadera and the CDC team for their steadfast support as hosts of MICECON 2024. She highlighted the significance of the 5-year MICE strategic management plan, a pioneering initiative aimed at enhancing the Clark Freeport Zone’s reputation as a leading MICE destination in the Asia-Pacific region.
Reflecting on the success of this year’s MICECON, Nograles addressed delegates in a packed plenary hall, stating, “You have always been instrumental in the success of each Philippine MICE Conference edition. MICECON transcends being a mere conference; it is a transformative experience that promises to reshape how we approach and execute MICE events. Together, we have set benchmarks and laid the groundwork for a vibrant future for the MICE industry in the Philippines.”
The future shines brightly for the MICE sector, not only in Clark but throughout the Philippines. Nograles emphasized, “We are poised to establish the Philippines as a premier MICE destination renowned for its world-class experiences, state-of-the-art facilities, and unparalleled hospitality.”
