Building on the success of its inaugural stakeholders’ meeting last year, the Cebu MICE Alliance reaffirms its commitment to enhancing the island province’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Participated by over 50 industry players and stakeholders, CCCI organized the Cebu MICE Alliance Strategic Planning Workshop at the Savoy Hotel Cebu Mactan Newtown on January 22 (Wed), with support from Megaworld Hotels & Resorts.”. The workshop covered four (4) comprehensive sessions, and was facilitated by Octavio “Bobby” Peralta, Founder & Volunteer CEO of the Philippine Council of Associations and Association Executives (PCAAE). Participants took part in a thorough SWOT analysis, crafted the Alliance’s purpose, mission, vision statements, core values and outlined key objectives, KPIs, and targets.
The governance structure for the Cebu MICE Alliance was also solidified during the workshop, with key bodies established to guide its operations. These include the Board of Directors, an Executive Committee (ExCom) led by the Chairperson, an Advisory Council, a Secretariat, and various Working Committees. These committees will focus on core areas such as marketing, infrastructure, training, sustainability, and policy advocacy. Each committee will take ownership of specific initiatives, such as organizing professional development programs, promoting sustainable MICE practices, and liaising with governmental agencies to shape supportive policies.
This governance framework aims to foster inclusivity, accountability, and efficiency, positioning the Cebu MICE Alliance as a dynamic, sustainable, and collaborative force in the region. The structure ensures that the Alliance will be able to fulfill its mission and long-term goals, reinforcing Cebu’s standing as a premier MICE destination in Asia.
Expanding Beyond MICE
CCCI President Jay Yuvallos highlighted the Chamber’s ongoing work with various other alliances, including the Academe-Industry Alliance, the Utilities Alliance (power, water, and telecommunications), the Sustainability and Environment Stewardship Alliance, and the Trade and Logistics Alliance. These initiatives, collectively known as A-MUST, are central to CCCI’s LEAD 2.0 agenda for 2025.
Yuvallos emphasized the importance of building strategic partnerships in key sectors, stating, “If we want to attract investments ‘in paradise,’ sustainability and environmental stewardship are essential.” He further expressed that the Chamber’s ongoing work and projects, in tandem with the Cebu MICE Alliance, would strengthen the business ecosystem across Cebu.
CCCI’s General Membership Meeting (GMM) on February 28 will set the stage for future discussions, with the Cebu MICE Alliance’s role as a focal point under the LEAD 2.0 x A-MUST theme. The GMM will explore the synergies between the various alliances and the shared vision for Cebu’s sustainable development.
“The need for a united MICE Alliance in Cebu is clear,” Yuvallos concluded. “With so many key players in the industry working in isolation, collaboration is crucial for realizing the full potential of Cebu’s MICE sector.”
As the Cebu MICE Alliance moves forward, the collective vision of its members will be key in driving sustainable growth and positioning Cebu as a global hub for MICE events.
For more information about the Cebu Chamber of Commerce and Industry, please feel free to call the chamber at 232-1421 to 24 or visit https://cebuchamber.org/
