The Philippines is steadily diversifying its MICE portfolio beyond Manila, with Cebu and Iloilo emerging as primary contenders for regional and international events. The decision to host the ASEAN Tourism Forum (ATF) in Cebu in January 2025, rather than the capital, signaled a strategic shift toward decentralizing business events infrastructure.
Cebu: Established Hub with Expanding Capacity
Cebu has long served as the Philippines' southern gateway, with Mactan-Cebu International Airport handling increasing volumes of regional and long-haul traffic. The province now boasts several purpose-built venues, including the NUSTAR Convention Centre and the Mactan Expo Centre, which hosted the ATF's TRAVEX trade show and ministerial meetings. Hotel inventory continues to grow, with properties such as Marco Polo Plaza Cebu, Radisson Blu Cebu, and Shangri-La's Mactan Resort & Spa catering to both business and leisure segments. The upcoming SMX Convention Center will further expand capacity.
The Philippine Tourism Promotions Board (TPB) notes that Cebu's appeal extends beyond facilities: “Cebu is now one of the prime destinations for MICE with its improved facilities, the presence of an international airport, chained-brand hotels and convention halls of international standards.” The province is also positioning itself for blended travel, combining corporate events with leisure experiences—a trend that resonates with meeting planners seeking higher delegate engagement.
Cebu's historical role as a trade crossroads—dating back to pre-colonial exchanges with Central, East, and West Asia—adds cultural depth that event organizers can leverage for themed programs or site inspections. The Department of Tourism (DOT) has actively promoted Cebu as a global city, attracting foreign investment and fostering corporate partnerships across industries.
Iloilo: From Heritage to High-Tech Meetings
Iloilo City, in Western Visayas, is undergoing a rapid transformation from a colonial-era attraction to a modern MICE destination. The Iloilo Convention Centre (ICON) can seat up to 4,000 delegates, while the SMX Convention Centre offers comparable capacity. Both venues are equipped with advanced audiovisual and connectivity infrastructure suitable for large-scale conferences and exhibitions.
Megaworld Hotels & Resorts recently opened the Belmont Hotel Iloilo, with a soft launch in June 2025, adding 300 rooms to the city's inventory. Executives at the launch emphasized that Iloilo now offers a blend of historical charm and future-ready facilities. The city's designation as a UNESCO Creative City of Gastronomy further strengthens its appeal for food-themed events and incentive programs.
The TPB highlights Iloilo's broader infrastructure gains: “In the last two decades, Iloilo has silently achieved progress. It has built new roads, multiple spaces for commerce and a modern airport which services regional travelers. With the establishment of [new event venues], the expected growth of the MICE industry in the city will further support tourism, transport, and manufacturing industries.”
Iloilo's airport now connects directly to Manila, Cebu, and select regional destinations, making it accessible for domestic and international delegates. The city's growing hotel stock—including brands like soft brands that offer flexibility for independent properties—supports the MICE ecosystem.
Broader Regional Momentum
Beyond Cebu and Iloilo, Bacolod and Boracay are also gaining traction for mid-sized events. Bacolod's convention facilities and Boracay's resort infrastructure cater to incentive groups and smaller corporate gatherings. The TPB's strategy aligns with the DOT's goal to distribute MICE activity across the archipelago, reducing congestion in Metro Manila while showcasing diverse destinations.
For airlines, the expansion of MICE infrastructure in Cebu and Iloilo creates opportunities for new routes and increased frequencies. Philippine Airlines' recent entry into the oneworld alliance—detailed in this analysis—enhances connectivity to Cebu via Manila, while regional carriers like Cebu Pacific already serve both cities. The development also supports the growth of rewards networks that link Philippine destinations with international loyalty programs.
Hoteliers and tour operators should monitor these destinations for upcoming RFPs and site inspections. The combination of new venues, improved airlift, and government backing positions Cebu and Iloilo as viable alternatives to established Southeast Asian MICE hubs like Bangkok, Singapore, and Kuala Lumpur—particularly for events seeking a distinctive cultural backdrop.
