THE Philippines is making a play to corner a significant share of the international MICE (Meetings, Incentives, Conventions and Exhibitions) market, after its successful hosting of several international meetings and conferences over the years.
In his speech welcoming participants to the recent MICECONnect 2019 opening in Manila, Undersecretary for Tourism Development Planning Benito C. Bengzon Jr. of the Department of Tourism (DOT) announced major MICE events that will be held in the country in the coming years, such as the FIABCI (International Real Estate Federation) World Congress in 2020; the International Congress on Sustainable Tourism in Fragile Ecosystems in 2020; the Ecotourism Travel Mart for 2020 and 2021; the International Conference in Data Protection and Privacy Commissioners Conference in 2021; and the Kiwanis International Convention in 2022.
He noted the Philippines has already proven its expertise in organizing and hosting large-scale conferences and meetings, making it an ideal destination for MICE.
For one, the country hosted the Asean Summit in April and November 2017, and the Asia-Pacific Economic Cooperation (Apec) Summit in November 2015, the Asian Development Bank Annual Meeting of the Board of Governors in 2012 and 2018, and the like, which had participants of over 1,000 people.
This was proof, he said, that “we are more than capable to mount large-scale events and conferences. Across Luzon, Visayas and Mindanao, you will find well-equipped convention centers that are strategically located around the vicinity of international and domestic airports; international chains and local five-star hotels providing convenient service for tourists.”
Bengzon noted that these key areas offer not only the best tourism products and services with vast opportunities for business, but also have “consistently growing local economies which have attracted investors to build hotel and meeting facilities. Complementing this are existing advantages such as an English-speaking work force, world-class facilities and ease of doing business in the country.”
“This feat would not have been possible,” he stressed “without the concerted efforts of both the DOT and the Tourism Promotions Board. Both have been tirelessly coordinating and working closely with industry stakeholders to further develop the Philippine MICE landscape. And with the rolling out of the MICE Roadmap 2030, there will be significant improvements planned by the government in terms of policy, infrastructure, human resource and country promotion; but ultimately, our efforts would not have come to fruition without your invaluable support.”
The DOT official said, aside from the MICE activities that can be held in the country, visitors can “‘experience the unique’…through experiential and immersive activities. These activities may be promoted as part of incentive packages, included in official conference programs of MICE events, or even as part of a bleisure [business and leisure]trip, where delegates may extend their stay to see more of our beautiful country and learn about our culture and our people.”
There were 115 participants in this year’s MICECONnect, which was held over two days at the grand ballroom of the Marriott Manila. Some 40 delegates later joined post-event familiarization tours to Palawan, Boracay, Cebu/Bohol, Davao, Bacolod/Iloilo, Tagaytay/Batangas. MICECONnect 2020 will be held in Davao City.
Under the MICE Roadmap 2030, the DOT targets an increase in the gross value added of the MICE industry to P1.4 billion in 2030 from P415.3 million in 2013; raise the GVA of MICE to 0.01 percent of the gross domestic product from 0.04 percent; improve the delegate expenditure per meeting to 19 percent, from 5.4 percent in 2016; and lift MICE revenues to some P25 billion by 2030 from P4.6 billion in 2016.
The DOT also aims to increase the total number of usable space for exhibitions to over 170,895 square meters by 2030 from some 71,000 sq m in 2017, and targets an annual 3-percent rise in MICE arrivals, although the plan failed to give a baseline number of arrivals in 2016.
The DOT recently launched its Meet You in Iloilo campaign, positioning Iloilo as a major MICE destination. It is investing some P20 million for 2019-2020 to promote the Iloilo MICE industry through road shows, travel markets, hosting, consultancy services, etc. Along with the local government investment and the private-sector resources, the campaign will likely receive a P50-million injection of funds. (See, “Public-private funding for Iloilo MICE campaign could hit P50 million,” in the BusinessMirror, October 11, 2019.)
Image credits: TPB