‘With its strategic location, world-class resorts, rich cultural heritage, and a rapidly expanding convention infrastructure, Cebu is positioned to capture a significant market share in the lucrative MICE sector.’
The Queen City of the South is bracing to unveil three major construction projects dedicated to its booming meetings, incentives, conferences, and exhibitions (MICE) industry, all to be opened this year and next year.
According to the Cebu Chamber of Commerce & Industry (CCCI), the organizer of the Cebu Tourism Forum and Experiential Tour which started 26 June, a cornerstone event of Cebu Business Month 2025, participants of the event will have a sneak peek of the major MICE infrastructure projects for Cebu, namely SMX Convention Center Cebu, SM Seaside Arena, and the Mactan Expo Center.
Situated at the South Road Properties (SRP) in Cebu City, the more than 40,000 square meters SMX Convention Center Cebu, owned and operated by the SM Hotels and Conventions Corp., is expected to open in the fourth quarter of 2026.
Scheduled for completion by end-2025, the world-class 16,000-seat indoor SM Seaside Arena is touted to accommodate international concerts, major sporting events, and large-scale exhibitions, dramatically expanding Cebu’s event hosting capabilities.
Meanwhile, in a Philippine Stock Exchange disclosure this June, Megaworld Hotels and Resorts Group Commercial Director Loleth So said the two-level Mactan Expo Center will be opened in the fourth quarter of the current year. The Center, with a 2,500-seat capacity, is designed to support large-scale exhibitions, trade shows, and corporate events, creating a powerful synergy between business and leisure travel.
“MICE Ready”
The Cebu Tourism Forum and Experiential Tour, themed “MICE Ready: Staging Cebu for the Global Platform,” will unite leading local and international tourism stakeholders, convention organizers, and business events professionals to strategically position Cebu as a world-class MICE destination.
The forum will feature a keynote address by Department of Tourism Secretary Christina Garcia Frasco, outlining how Cebu’s tourism strategies align with national priorities and the province’s critical role in accelerating the Philippines’ overall tourism growth.
“This event represents a pivotal moment for Cebu’s evolution into a premier MICE destination,” said CCCI president Jay Yuvallos.
“We’re not just showcasing our potential — we’re demonstrating our readiness to compete on the global stage,” he added.
Notable personalities
Other notable personalities who will grace the forum are Liz Ortiguera, Global Travel and Tourism Leader, who will be presenting worldwide trends in the MICE and tourism sectors; Dato Vincent Lim, Asian Federation of Exhibition and Convention Associations president and former Malaysian Association of Convention and Exhibition Organisers and Suppliers president, who will share insights on the Philippine and international MICE landscapes; and Candice Iyog, chief marketing and customer experience officer, Cebu Pacific Air, who will reveal airline strategies that support tourism and business travel growth.
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