In a bold move to position Cebu as a powerhouse in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, the Cebu Chamber of Commerce and Industry (CCCI) has taken the initiative and spearheaded the creation of the Cebu MICE Alliance. This groundbreaking effort introduced a dynamic core group meeting key stakeholders in the tourism value chain—including representatives from line agencies, tourism, hospitality, transport, and the private sector—to elevate Cebu as the premier MICE destination in Asia.
The encounter was nothing short of historic, marking the beginning of an exciting new chapter for Cebu’s tourism and business events sector. Spearheaded by President Jay Yuvallos of CCCI, the Cebu MICE Alliance is set to transform the island into a must-visit destination especially for international conferences, exhibitions, and corporate events.
For Yuvallos, the vision is clear: Cebu’s future will be redefined as a global MICE destination. This is not just about hosting events; it is about building an ecosystem that fuels economic growth, supports local businesses, as well as enhances the livelihoods of the communities.
The Cebu MICE Alliance was identified as the next step forward from the Dayon Kamo: Reimanging Sugbo Tourism of this year’s Cebu Business Month’s Tourism Summit at the iconic Mactan Cebu International Airport. The alliance aims to unite public and private sectors to create a seamless, world-class experience for international event organizers, while significantly contributing to Cebu’s economic growth.
The meeting featured an inspiring presentation by Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts, who shared success stories from the Iloilo and Boracay MICE Alliances. Drawing from these examples, she outlined a roadmap for Cebu’s MICE growth, which includes creating a unified branding strategy, enhancing local infrastructure, as well as fostering a deeper collaboration between all stakeholders.
Key highlights include the formation of a Steering Committee, composed of industry leaders responsible for areas namely accommodation, venues, supplier networks, media outreach, and transportation. Various stakeholders also discussed strategic next steps, including the development of a comprehensive inventory of Cebu’s MICE assets—venues, suppliers, transportation options—and the creation of a unified digital presence to market Cebu as the ultimate MICE destination. The alliance will also seek funding support from local government units and national agencies to boost event hosting capabilities.
The Cebu MICE Alliance also looks to leverage Cebu’s upcoming venues, namely SMX Cebu (opening in 2026) and the Mactan Expo Center (opening in 2025), which will provide cutting-edge facilities to accommodate large-scale international events.
The alliance is poised to make a significant economic impact, contributing an estimated 1 billion pesos to Cebu’s economy by 2029. This goal aligns with the Central Visayas Regional Development Plan to drive socio-economic growth, create jobs, and reduce poverty in the region. By supporting inclusive growth, the Cebu MICE Alliance will open doors for local businesses—from small-scale suppliers to larger enterprises—ensuring that the benefits of the MICE industry reach every corner of Cebu.
A strategic planning workshop will commence in January 2025 to solidify the vision, mission, and actionable steps of the initiative, with a clear focus on measurable outcomes.
For more information on Cebu’s MICE offerings and upcoming events or the Cebu Chamber of Commerce and Industry, please feel free to call the chamber at 232-1421 to 24 or visit https://cebuchamber.org/
