In expanding its reach in the northern part of the country, the SM group, through SMX Convention Center Clark, announced plans to bolster its capacity to host large-scale events by expanding its usable space from 2026 to 2028.

In a statement on Monday, the SM Group said the planned expansion of SMX Clark is already in the pipeline to address growing demand in the region. This is made possible by the SM group’s integrated property development approach, reinforcing its commitment to supporting Clark's growth as a prime destination for Meetings, Incentives, Conferences, and Exhibitions (MICE).

Once completed, it is set to become one of the largest SMX venues.

“Through the combined efforts of SM’s business units such as Park Inn by Radisson Clark, SMX Convention Center, and SM City Clark, we help support the vision to transform Clark into a thriving hub for MICE activities,” said Eduardo Miguel Morato, cluster senior branch manager for SMX Clark.

“In addition to driving growth for MICE in the region, it also generates livelihood opportunities within the community and spurs local tourism activities,” he added.

The MICE industry in Central Luzon’s Clark Freeport and Special Economic Zone continues to flourish, as the SM group’s presence in Clark creates a seamless experience for MICE participants. With SMX’s proximity to the Clark International Airport — a 20-minute drive via Manuel Roxas Highway — travelers, whether leisure or business professionals, can easily access SM’s one-stop hub for world events, accommodations, and modern retail services.

The Clark Development Corporation (CDC) noted that SM’s influence on Clark’s tourism industry is reflected in the total number of tourist arrivals in the Clark Freeport Zone, particularly in same-day guests.

Records showed that from January to June 2024, there were a total of 16.3 million tourists who visited Clark, categorized as overnight arrivals, same-day guests, and airport arrivals.

Same-day guests were recorded at 14,586,705 compared to 740,783 in the same period last year, marking a 1,869% increase.

Moreover, synergy plays a significant role in supporting this growth, with Park Inn by Radisson Clark offering over 200 rooms and plans for expansion already in progress.

In anticipation of this potential growth, the hotel taps into local talent, seeking individuals who truly understand the community. Reflective of this, 80 percent of Park Inn’s staff members are locally hired from Pampanga.

The promotion of Clark as a go-to MICE destination is evident, with 115 events held in the area over the past year. These include 36 running events, 13 biking, duathlon, and triathlon events, 9 spectator shows, 7 festivals, and 50 other activities.

This year, SMX Clark hosted the prestigious MICECON 2024 last July, which brought together leaders, stakeholders, and experts to discuss the future of the MICE industry in the Philippines.

“This journey isn’t just about infrastructure,” said Morato. “It is also about building a thriving community where business, tourism, and local talent come together in providing world-class facilities and services that meet the evolving needs of our clients and partners.”

SMX Convention Center currently operates eight branches nationwide: SMX Manila, Megatrade Hall, SMX Aura, SMX Clark, SMX Olongapo, SMX Bacolod, Sky Hall Seaside Cebu, and SMX Davao. In the coming years, SMX is also set to open SMX Convention Center Cebu in South Road Properties, Cebu City, by the fourth quarter of 2026.

The new facility will boast a gross floor area of 40,879.40 square meters and a gross leasable area of 24,212.74 square meters.