DOT Secretary Christina Garcia Frasco and International MICE Experts to Lead Strategic Positioning Event
CEBU CITY, Philippines – Cebu is poised to make a bold statement on the global business events stage as the Cebu Chamber of Commerce and Industry (CCCI) presents the Tourism Forum and Experiential Tour on June 26, 2025, a cornerstone event of Cebu Business Month (CBM) 2025.
Under the theme “MICE Ready: Staging Cebu for the Global Platform,” this groundbreaking event will unite leading local and international tourism stakeholders, convention organizers, and business events professionals to strategically position Cebu as a world-class Meetings, Incentives, Conferences, and Exhibitions (MICE) destination.
High-Level Government and Industry Leadership
The forum will feature a keynote address by Department of Tourism Secretary Christina Garcia Frasco, who will outline 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,” CCCI President, Jay Yuvallos. “We’re not just showcasing our potential—we’re demonstrating our readiness to compete on the global stage.”
International MICE Expertise Comes to Cebu
The forum will benefit from world-class expertise, featuring:
Liz Ortiguera, Global Travel and Tourism Leader, presenting worldwide trends in the MICE and tourism sectors
Dato Vincent Lim, AFECA President and former MACEOS President, sharing insights on the Philippine and international MICE landscapes
Candice Iyog, Chief Marketing and Customer Experience Officer, Cebu Pacific Air, reveals airline strategies supporting tourism and business travel growth
Strategic Panel Discussion Addresses Competitive Positioning
Sumate Sudasna of Thailand’s Incentive and Convention Association (TICA)
A high-impact panel discussion titled “Positioning a MICE Ready Cebu” will bring together industry titans, including Dato Vincent Lim, Sumate Sudasna of Thailand’s Incentive and Convention Association (TICA), and Marisa Nallana of the Philippine Association of Convention Exhibition Organizers and Suppliers (PACEOS).
This session will tackle critical questions about Cebu’s competitive advantages and address existing challenges to attract major global events better.
Game-Changing Infrastructure Developments Take Center Stage
The forum will spotlight two transformative MICE infrastructure projects currently under development at South Road Properties (SRP):
SMX Convention Center Cebu
Set to become one of the Philippines’ largest convention facilities, this expansive venue will offer state-of-the-art amenities for major conventions and trade shows, positioning Cebu to host events of unprecedented scale.
SM Seaside Arena
Scheduled for completion by end-2025, this world-class 16,000-seat indoor arena will accommodate international concerts, major sporting events, and large-scale exhibitions, dramatically expanding Cebu’s event hosting capabilities.
Exclusive “Hard Hat Tour” Offers Unprecedented Access
What distinguishes this year’s forum is the afternoon “Hard Hat Tour”—an exclusive, behind-the-scenes exploration of Cebu’s emerging MICE infrastructure, iconic destinations, and renowned Cebuano hospitality.
Mactan Expo Center: Strategic Gaming Piece
A key tour highlight will be the Mactan Expo Center in Lapu-Lapu City, strategically positioned near Mactan-Cebu International Airport and premier resorts. This facility is designed to support large-scale exhibitions, trade shows, and corporate events, creating a powerful synergy between business and leisure travel.
Ambitious National Goals Drive Local Action
The forum aligns with the Department of Tourism’s ambitious objective to position the Philippines among the top 10 MICE destinations globally by 2030, with projected revenues of ₱25 billion. Cebu is expected to play a leading role in achieving this target through strategic infrastructure investments and growing demand for large-scale events.
CBM 2025 Tourism Committee Chairperson Ms. Cleofe Albiso
Cebu MICE Alliance Leads Transformation
The Cebu MICE Alliance, spearheaded by CCCI, is actively working to establish Cebu as a top-tier business events hub through:
Strengthening event facilities and infrastructure.
Improving hotel and transportation capacities.
Developing innovative programs to attract international event organizers.
Creating seamless experiences for both business and leisure travelers.
Boosting local economies by driving job creation, infrastructure, and tourism investments.
CBM 2025 Overall Chairman Anton Mari Perdices
Strategic Timing and Market Opportunity
The Tourism Forum and Experiential Tour come at a critical juncture as global business events rebound and organizations seek new, exciting destinations for their meetings and conferences. With its strategic location, world-class resorts, rich cultural heritage, and now rapidly expanding convention infrastructure, Cebu is positioned to capture significant market share in the lucrative MICE sector.
Event Details and Registration
Date: June 26, 2025
Venue: SM Skyhall, Cebu City (Plenary Session)
Experiential Tour: Concluding at Mactan Newtown Beach
Target Audience: Tourism professionals, event organizers, hospitality industry leaders, government officials, and business stakeholders
Registration: https://bit.ly/CBM2025TourismForum
Contact: CBM Secretariat at (032) 232-1421 to 24
Email: cbm@cebuchamber.org or info@cebuchamber.org
