The Cebu Chamber of Commerce and Industry, Inc. (CCCI), through Cebu Business Month (CBM) 2026, successfully convened the CBM 2026 MICE Tourism Summit: Scaling Cebu’s Global MICE Advantage at The Glass Pavilion, Mactan Newtown Beach, bringing together leaders from tourism, hospitality, aviation, government, business chambers, destination management, events, and allied industries to strengthen Cebu’s position as a premier hub for Meetings, Incentives, Conferences, and Exhibitions (MICE).
Deemed as one of the signature events of CBM 2026, the summit served as a strategic convergence platform for public-private collaboration, industry alignment, and destination competitiveness. It placed the spotlight on Cebu’s growing readiness to host world-class business events, expand high-value tourism segments, and translate tourism growth into investments, enterprise development, jobs, and stronger communities.
The summit opened with the Opening Remarks of CBM 2026 Overall Chairman Bryan Yap, who emphasized that Cebu must go beyond showcasing its existing strengths and move toward deliberate action. He underscored that MICE tourism is about more than filling hotel rooms. It is about attracting delegates, investors, decision-makers, and global organizations whose presence creates lasting economic value and raises Cebu’s profile on the global stage.
The event formally began with an Opening Ritual, followed by the Welcome Remarks of CBM 2026 Tourism Committee Chairman Josef Victor Chiongbian, who framed the summit as a call to move Cebu from capability to competitiveness. He stressed that Cebu already has the assets, talent, hospitality, and destination appeal to compete, but must strengthen strategy, alignment, and partnerships to win more international conferences, exhibitions, and incentive programs.
In his Special Message, CCCI President Regan Rex T. King reaffirmed the Chamber’s development direction: “Invest in Cebu, Prosper in Paradise.” He positioned the summit as a policy-aligned convergence platform where government, business, and tourism stakeholders can work together to shape Cebu’s next phase of tourism development. President King highlighted MICE as a high-value segment that creates strong multipliers across hospitality, transportation, MSMEs, creative industries, and local communities.
He also recognized the importance of strategic alliances, particularly the partnership with PCCI Lapu-Lapu City, noting Lapu-Lapu’s vital role as Cebu’s tourism gateway and home to many of its resort, aviation, and MICE assets. He further acknowledged the efforts of the Cebu MICE Alliance, including its work on the Cebu MICE Guidebook and Cebu’s bid for MICECON 2027, as well as Cebu’s upcoming hosting of the 35th Visayas Area Business Conference as another major example of MICE in action.
Hon. Ma. Cynthia “Cindi” K. Chan, Mayor of Lapu-Lapu City, also delivered a special message, welcoming delegates to one of Cebu’s most important tourism gateways. Mayor Chan highlighted Lapu-Lapu City’s readiness to host major local and international events, citing its growing infrastructure, world-class resorts, the Mactan Expo Center, and the city’s successful hosting of major events. She also emphasized the importance of stronger coordination among government, business, aviation, and tourism stakeholders to bring more visitors, events, and opportunities to Cebu.
The plenary sessions featured key presentations from respected leaders in the tourism and MICE ecosystem.
Cleofe Albiso, President of the Cebu MICE Alliance, opened the main track with “The Birth of an Alliance: Building the Vision for Cebu MICE.” She emphasized the importance of uniting the tourism, hospitality, events, and business sectors under one coordinated platform. She highlighted the Cebu MICE Alliance’s milestones, including the Cebu MICE Guidebook, Halal certification initiatives, and the collective push to position Cebu as a competitive MICE destination.
Louella Caridad, General Manager of Mactan Expo, presented “Infrastructure Spotlight: The Future of Cebu’s MICE Spaces,” highlighting how Cebu’s growing inventory of venues strengthens its capacity to host mid-scale and large-scale events. She shared the role of Mactan Expo as a purpose-built venue designed for international standards, sustainability, accessibility, and Cebuano destination identity.
Riza Marie S. Macaibay, Supervising Tourism Operations Officer of the Product and Market Development Unit of the Department of Tourism Central Visayas, discussed “National Alignment: DOT’s Strategic Support for the Alliance.” She underscored Cebu’s strong potential within the fast-growing Asia-Pacific MICE market and outlined how DOT, the Tourism Promotions Board, local government units, and private stakeholders can work together through marketing support, capacity-building, incentive programs, trade missions, and Cebu’s participation in major international MICE platforms.
The summit also featured a presentation by Mr. Patrick Gregorio, Chairman of the Philippine Sports Commission, on “Diversifying the Portfolio: The Potential of Sports Tourism.” He challenged Cebu to recognize sports tourism as a major economic driver, noting that sporting events bring athletes, delegations, families, supporters, media, and sponsors who stay longer and spend across the local economy. He encouraged Cebu to explore “SMICE” by adding sports into the MICE conversation and to position the island for regional and international sporting events.
In the afternoon session, Michelle Eve De Guzman, Marketing Director of Cebu Pacific Airlines, presented “The Skyway to Prosperity: Airline Strategic Update.” She emphasized Cebu’s strategic role as one of the country’s strongest aviation hubs and called for a unified tourism story that can make Cebu more visible, accessible, and competitive in the regional marketplace. She highlighted the importance of air connectivity, affordability, destination marketing, and collaboration in driving visitor growth.
Alice Queblatin, President of the Cebu Alliance of Tour Operation Specialists (CATOS), led the session “Cebu: What It Takes to Win the Next MICE Bid.” She discussed Cebu’s strengths as a destination, including accessibility, hotel and resort capacity, authentic Cebuano experiences, heritage, food, culture, adventure, and value for money. She also emphasized the need to strengthen bid preparation, destination packaging, pre- and post-event tours, and purposeful experiences that deliver economic and social impact.
The summit concluded its speaker presentations with Susan Santos de Cardenas, Founding President and Chief Executive Officer of the International Alliance of Regenerative Tourism (IART), who spoke on “Regenerative Tourism and MICE: Beyond Sustainability.” Her session called attention to the need for tourism growth that does not merely sustain destinations but actively restores communities, protects ecosystems, strengthens local identity, and creates shared value for future generations.
A major highlight of the summit was the series of panel discussions that gathered chamber, aviation, destination, and tourism leaders.
The first panel, “The Chamber’s Role in Tourism Growth,” was moderated by Julius Neri, Jr., GM and CEO of the Mactan Cebu International Airport Authority. The panelists were Regan Rex King, CCCI President; Mark Anthony Ynoc, Immediate Past President of the Mandaue Chamber of Commerce and Industry; Rafael Aboitiz, Chairman of PCCI Lapu-Lapu City; and Macario “Carl” Cabusas, President of the City of Talisay Chamber of Commerce, Trade and Industry Inc. The discussion emphasized that tourism growth requires collaboration among chambers, local governments, infrastructure players, and the private sector. Panelists also highlighted the need to promote Cebu as one connected destination, rather than separate cities working in silos.
The second panel, “Air Connectivity and Destination Marketing,” was moderated by Rodante Inaki Ponio, Jr., Head of Aviation Business Development of Aboitiz Infracapital Cebu Airport Corporation. The panelists were Candice Iyog, Chief Marketing and Customer Experience Officer of Cebu Pacific; Bud Britanico, Vice President for Corporate Affairs of Philippine Airlines; and Christine Villanueva, Head of Strategy and Communications of Aboitiz Infracapital Cebu Airport Corporation. The discussion focused on the link between flight capacity, route sustainability, passenger experience, destination marketing, and the need for a coordinated Cebu tourism brand.
The third panel, “Panel Discussion with Visayas Island-Chamber Tourism Alliance (VITA),” was moderated by Mia Singson-Leon, President of the Hotel Resort and Restaurant Association of Cebu Inc. (HRRACI). The panelists were Dr. Bernardita S. Tabada, President of the Siquijor Chamber of Commerce and Industry; Djila Winebrenner, President of PCCI-Boracay; and Anthony Noel, President of PCCI Lapu-Lapu City. The session explored the value of inter-island collaboration, sustainable destination development, and the role of chambers in creating stronger tourism circuits across the Visayas.
CCCI also extended its appreciation to the partners who helped make the summit possible, including its collaborators Cebu MICE Alliance, PCCI Lapu-Lapu City, Mactan Newtown Hotels, Mercure Mactan Cebu, Savoy Hotel Mactan Newtown, Megaworld Hotels and Resorts, and the Cebu Alliance of Tour Operation Specialists, Inc. (CATOS).
The Chamber also acknowledged its Omnibus Partners and Co-Presenters, including Aboitiz, Cebu Landmasters, Inc., LH Paragon Group, and Oakridge Realty Development Corporation; its Platinum Sponsors, including AppleOne Group, Cebu Pacific, Eastern Communications, Therma Visayas, Inc., and VECO; and its hotel partners, including bai Hotel Cebu, BE Hotels & Resorts, Crimson Resort & Spa Mactan, Dusit Thani Mactan Cebu Resort, Golden Prince Hotel & Suites, Mezzo Hotel, Mövenpick Hotel Mactan Island Cebu, Quest Hotel & Conference Center Cebu, Radisson Blu Hotel Cebu, Radisson RED Cebu, Sheraton Cebu Mactan Resort, Fairfield by Marriott Cebu Mactan, Seda Ayala Center Cebu, Seda Central Bloc Cebu, Shangri-La Mactan, Cebu, Tambuli Seaside Resort and Spa, AND Waterfront Cebu City Hotel & Casino; Event Partners: Cebu Cordova Link Expressway Corporation (CCLEC), Island Souvenirs, Inc., and Security Bank Corporation.
Through the CBM 2026 MICE Tourism Summit, CCCI reaffirmed its role as a convenor, catalyst, and champion of Cebu’s business and tourism growth. The summit strengthened the call for a unified Cebu tourism narrative, greater destination readiness, improved connectivity, stronger event infrastructure, expanded sports and regenerative tourism opportunities, and deeper collaboration among chambers and stakeholders across the Visayas.
As Cebu continues to compete in a rapidly evolving global tourism landscape, the Chamber calls on government, industry, tourism enterprises, aviation partners, investors, communities, and fellow chambers to move from planning to implementation, from coordination to execution, and from potential to global leadership.
Together, let us scale Cebu’s global MICE advantage. Together, let us bring more events, investments, visitors, jobs, and opportunities to our island and to the wider Visayas region. Together, let us show the world that Cebu is not only a destination worth visiting but a place where businesses invest, industries expand, events thrive, and opportunities multiply.
Padayon Cebu!
