Bringing Bigger Events Closer to the Regions

SM Hotels and Conventions Corp. (SMHCC) is widening the map for business events in the Philippines as SMX Convention Center continues to expand its network of venues beyond the country’s established commercial hubs.

The convention center arm recently received another industry distinction, being named the Philippines’ Best Convention & Exhibition Center at the 35th TTG Travel Awards in Bangkok. The recognition marks SMX’s third consecutive win in the category and comes as SMHCC builds a broader portfolio designed to accommodate conventions, exhibitions, trade fairs and corporate gatherings in more locations.

Presented on 24 September at Centara Grand at CentralWorld, the award was determined through votes from TTG readers, which include travel and tourism professionals across the Asia-Pacific region.

Rather than concentrating its MICE operations in the country’s traditional business districts, SMHCC is developing venues in areas with growing commercial and tourism activity. The strategy positions business events as a potential catalyst for regional economies, bringing visitors and organizations closer to local hotels, restaurants, transport providers and other businesses.

“SMX’s third repeat win at the TTG Travel Awards reflects the strength of our MICE operations and our continued commitment to investing in key markets where commerce, tourism, and economic activity can grow together,” said SMHCC senior vice president for Operations Walid Wafik. “As SMHCC expands its portfolio, we are not simply increasing our footprint. We are creating platforms that connect people and organizations, bring events closer to regional markets, and contribute to the growth of the local economies and communities.”

Among the developments in the pipeline is SMX Convention Center Seaside Cebu, which is set to become the largest facility within the SMX portfolio. Located at Cebu’s South Road Properties, the project is expected to add significant convention and exhibition capacity to one of the country’s major business and tourism destinations.

Another major addition is SMXCITE Center for International Trade and Exhibitions within the SM Mall of Asia complex. The facility is designed to complement the existing SMX Convention Center Manila and create a more expansive setting for large-scale events in the Pasay area.

SMHCC is also looking beyond the country’s major metropolitan centers. SMX Trade Halls are being developed in Cabanatuan, Nueva Ecija; Sto. Tomas, Batangas; and Nuvali, Sta. Rosa, Laguna, bringing spaces for exhibitions, corporate functions and professional gatherings to emerging growth areas.

The expansion reflects a broader shift in the MICE sector, where the ability to host events can influence more than the hospitality business alone. Conventions and exhibitions bring delegates, exhibitors and organizers into local communities, creating demand for accommodation, dining, transportation, retail and tourism-related services.

For SMHCC, a wider venue network also allows it to accommodate different types of gatherings according to the needs of each market — from international conventions and major exhibitions to regional trade events and corporate meetings.

The strategy comes as the Philippines seeks to strengthen its standing as a destination for meetings, incentives, conferences and exhibitions in Asia. Developing facilities in multiple locations gives organizers more options while allowing destinations outside the traditional business centers to participate in the country’s growing events economy.

With projects planned across Luzon and the Visayas, SMHCC is positioning its MICE portfolio not simply as a collection of event spaces, but as part of a wider hospitality and tourism ecosystem.

As more venues take shape in key growth areas, the expansion could give regional businesses a larger role in the country’s business-events industry — while giving event organizers more reasons to look beyond the usual destinations.