Introduction
At the recent MICECON 2024 press conference in Clark, Philippines, key figures from the government and private sector converged to unveil their ambitious vision for positioning the nation as a premier MICE (Meetings, Incentives, Conventions, and Exhibitions) destination. The event provided valuable insights into the collaborative efforts, infrastructure developments, and promotional strategies aimed at attracting global MICE travelers.
Government Commitment to MICE Growth
Secretary Christina Garcia Frasco of the Department of Tourism (DOT) underscored the government’s unwavering support for MICE tourism, highlighting its inclusion as a core pillar in the National Tourism Development Plan. She emphasized the significant role infrastructure plays in attracting MICE events, stating, “One of the greatest challenges in bringing tourists and delegates is infrastructure, which is why our president has directed collaborations to vastly improve infrastructure and connectivity.” This includes improving road networks, expanding airports, and streamlining visa processes.
Secretary Frasco also highlighted the importance of international collaboration, mentioning recent agreements with countries like Qatar and Brunei, as well as ongoing partnerships with South Korea, Japan, and the United States. These collaborations aim to attract more MICE events to the Philippines and strengthen its position as a global player.
Clark: A Model MICE Destination
Agnes Devanadera, President and CEO of Clark Development Corporation (CDC), extolled Clark’s unique advantages as a MICE destination. “Clark is very fortunate that this was developed by the Americans… the roads are first class… the international airport… but beyond infrastructure, it’s really preparing the people, unleashing the potential of the people in this region.” She emphasized the region’s commitment to fostering a welcoming and vibrant environment, transforming Clark into a family-friendly destination that appeals to both business and leisure travelers.
Marketing and Promotion Strategies
Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board (TPB), shared the agency’s marketing thrust under President Marcos Jr.’s directive to showcase Filipino talent and creativity to the world. She outlined various initiatives, including the development of a dedicated MICE salesforce, an enhanced MICE Plus program offering personalized experiences for large groups, and close collaboration with the private sector through the MICE Advisory Council. “In the TPB, we believe that there is such potential, there’s power in the MICE industry… We want to tell the world that when you come to the Philippines, we will host you, we will take care of you, so come visit!”
Collaboration with the Private Sector
Pamela Pascual, President of the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS), emphasized the importance of public-private partnerships in driving the growth of MICE tourism. PACEOS plays a vital role in providing feedback and insights to the government, ensuring that the Philippines remains competitive in the global MICE market. Pascual highlighted the success of the Philippine MICE Roadmap 2030 and the need to recalibrate it in the post-pandemic era. She also noted the significant economic impact of MICE events, stating, “MICE travelers spend five times more than a regular tourist.”
Conclusion
The Philippines is clearly setting its sights on becoming a major player in the global MICE arena. With strong government support, world-class infrastructure, innovative marketing strategies, and close collaboration with the private sector, the country is well on its way to achieving its ambitious goals. The MICECON 2024 press conference showcased the collective determination to make the Philippines a top-of-mind destination for MICE travelers from around the world.
