𝐆𝐎𝐕. 𝐏𝐀𝐌 𝐁𝐀𝐂𝐊𝐒 𝐂𝐄𝐁𝐔’𝐒 𝐁𝐈𝐃 𝐅𝐎𝐑 𝐌𝐈𝐂𝐄𝐂𝐎𝐍 𝟐𝟎𝟐𝟕, 𝐄𝐘𝐄𝐒 𝐑𝐄𝐓𝐔𝐑𝐍 𝐀𝐒 𝐏𝐑𝐄𝐌𝐈𝐄𝐑 𝐌𝐈𝐂𝐄 𝐃𝐄𝐒𝐓𝐈𝐍𝐀𝐓𝐈𝐎𝐍
Cebu is positioning itself once again as the country’s premier destination for Meetings, Incentive Travel, Conventions, and Exhibitions (MICE) as the Cebu MICE Alliance formally prepares its bid to host the MICECON 2027.
The initiative is being spearheaded by the Cebu Chamber of Commerce and Industry (CCCI) and the Hotel, Resort and Restaurant Association of Cebu (HRRAC), in collaboration with key tourism stakeholders, with the aim of bringing the prestigious conference back to Cebu for the first time since 2011. The most recent MICECON was held in Clark, Pampanga in 2024, while other major cities such as Davao City and Iloilo City have also emerged as strong contenders for hosting national MICE events.
During a recent meeting, Governor Pamela Baricuatro expressed full support for the Cebu MICE Alliance, which conveyed its intent to work closely with the provincial government to strengthen Cebu’s bid and further position the province in the global MICE market.
Stakeholders highlighted Cebu’s strong potential as a MICE hub, citing its diverse tourism offerings, accessibility, and capacity to host large-scale events.
To further boost Cebu’s positioning, the alliance proposed the development of the “Great Cebu Sale,” a unified promotional package involving hotels, retailers, tour operators, and other service providers aimed at enhancing the province’s overall tourism appeal.
Part of the strategy is to maximize existing flagship events such as Cebu Business Month, the Cebu Food and Wine Festival, and Pride Month celebrations in June. These events are seen as opportunities to showcase Cebu’s culture, cuisine, and business potential to both local and international markets.
The group also highlighted the importance of strengthening pre- and post-conference tour offerings, which are expected to bring delegates to various destinations across the province and further stimulate local tourism.
MICECON, organized by the Tourism Promotions Board Philippines, is the country’s largest gathering of MICE professionals, serving as a platform for industry development, knowledge exchange, and alignment with global standards. /𝑪𝑨𝑷𝑰𝑻𝑶𝑳 𝑷𝑰𝑶, 𝑷𝒉𝒐𝒕𝒐𝒔 𝒃𝒚 𝒀𝑱𝑩, 𝑭𝑬
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