Cebu strengthens its position as a premier MICE destination through its rich cultural heritage and world-class hospitality
CEBU CITY, Philippines – Tourism stakeholders in Cebu should leverage the island’s rich cultural heritage, vibrant culinary scene, and world-class hospitality to strengthen its position as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE), industry leaders emphasized during a recent forum.
These recommendations emerged from the CBM 2025 Tourism Forum and Experiential Tour held on June 26, 2025, at SM Seaside City Skyhall. The event was part of Cebu Business Month, an annual initiative organized by the Cebu Chamber of Commerce and Industry to promote innovation, sustainability, and industry growth across the region.
Tourism Secretary Cristina Garcia Frasco highlighted the critical role of culture, arts, and national identity in shaping the future of Philippine tourism. “Tourism is not only about numbers and arrivals,” Secretary Frasco stated. “It’s about meaning. When we center our cultural pride and national identity in what we offer, we create distinction and inspire travelers.”
The Secretary pointed to the Philippines’ growing international recognition for craftsmanship, citing the success of the Philippine Pavilion at the World Expo in Osaka, Japan. The pavilion, heavily influenced by Cebu’s creative identity, has welcomed over 400,000 visitors in just two months, showcasing Filipino arts and heritage on the global stage.
Liz Ortiguera, Managing Director of Bridge XP Advisory, emphasized that the Philippines offers a distinctive combination of “culture, gastronomy, and talent” that positions it uniquely in the global MICE market. “This is a place where we can feature Filipino culture and heritage,” Ortiguera noted.
She highlighted the country’s exceptional culinary landscape, shaped by centuries of history, trade routes like the historic Manila-Acapulco Galleon, and rich cultural exchange. “Chefs told me that Philippine cuisine is unique because it’s the one Asian cuisine that combines the east and west,” Ortiguera explained, emphasizing this as a point of national pride.
Ortiguera also praised the authenticity of Cebu’s hospitality, which she experienced firsthand during her visit. “From the service staff to every encounter, there is genuine care, and that’s what defines the global excellence of Philippine hospitality,” she observed.
CBM 2025 Overall Chairman Anton Mari Perdices described this year’s forum as a “defining moment” in Cebu’s emergence as a global MICE destination. He emphasized Cebu’s strategic advantages, including its prime location, resilient infrastructure, cultural depth, and the warmth of its people.
“We’re not just offering venues,” Perdices stated. “We’re offering complete experiences that delegates will remember long after they return home.”
The forum underscored Cebu’s commitment to positioning itself as a world-class MICE destination by capitalizing on its unique cultural assets, exceptional cuisine, and renowned hospitality standards.
