The Cebu MICE (Meetings, Incentives, Conferences, and Events) Alliance, the Cebu Chamber of Commerce and Industry (CCCI) and the Department of Tourism (DOT) launched the “Cebu MICE Guidebook” on January 28 in time for the ASEAN Tourism Forum’s Travel Exchange (TRAVEX) event, a major component of the ASEAN Tourism Forum 2026, held at the Mactan Expo, The Mactan Newtown in Lapu-Lapu City.
The Cebu MICE Guidebook is a 200-page comprehensive resource designed to promote Cebu as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). the guidebook consolidates information on Cebu’s venues, facilities, accommodations, and service providers.
“The Cebu MICE Guidebook is a milestone we are pleased to celebrate with the Cebu MICE Alliance, Cebu chamber and all our partners in the tourism industry. I commend the Cebu MICE Alliance and its members for the discipline and coordination behind this work. This guide reflects a shared commitment to professional standards, MARKET CLARITY and reliable delivery qualities that global partners and event organizers look for a destination as the first comprehensive mice guide for Cebu,” DOT secretary, Cristina Garcia-Frasco said in her keynote message.
She said that this guidebook serves a clear purpose as in one reference, the venues, services, capabilities that position Cebu comparatively in the regional and international MICE market. It gives planners clarity, and it gives Cebu stronger visibility in global bidding.
Philippines’ Department of Tourism Secretary, Christina Garcia Frasco expresses her gratitude for the Cebu Chamber of Commerce and Industry through the Cebu M.I.C.E. Alliance that motivated the creation of the CEBU M.I.C.E. Guidebook.
The Department of Tourism and the tourism promotions board are proud partners in this effort. “We gladly supported the production and printing of the Cebu MICE Guidebook 2025 because competitive destinations require credible tools resources that present capability clearly and inspire confidence among global buyers,” Frasco added.
Cleofe Albiso, MICE Alliance president and managing director of Megaworld Hotels & Resorts shared that the Cebu MICE Alliance was formed from a shared belief that Cebu’s greatest strength lies in collaboration. From the beginning, it was envisioned as a platform where public and private sectors move together—hotels, venues, suppliers, government agencies, and communities—guided by one purpose: to build a MICE destination that is competitive, inclusive, and future-ready.
Cebu M.I.C.E. Alliance President and Managing Director of Megaworld Hotels & Resorts, Cleofe Albiso shares “The guidebook is designed as a strategic resource for international event planners, associations, and corporate organizers. It tells the story of a province ready to host gatherings that bring together people from different cultures, ideas, and purposes—done with care, professionalism, and heart.”
“Today, we proudly launch the Cebu MICE Guidebook—a tangible expression of this shared vision. This project was motivated by the Cebu Chamber of Commerce and Industry (CCCI) and its industry leaders, whose long-standing commitment has been to position Cebu as both a tourism and business hub and this guidebook was conceived during Cebu Business Month 2025,” Albiso recalled.
She added that the guidebook is designed as a strategic resource for international event planners, associations, and corporate organizers. It tells the story of a province ready to host gatherings that bring together people from different cultures, ideas, and purposes—done with care, professionalism, and heart.
Tourism stakeholders and officers of the Cebu M.I.C.E. Alliance (CMA) with Department of Tourism Assistant Secretary Sharlene Batin; Art Boncato Jr., Group General Manager of MHR; Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of MHR; Secretary Christina Garcia Frasco of the Department of Tourism; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; Avinash Menon, Cluster General Manager for Cebu, Iloilo, and Bacolod of MHR; and Josef Chiongbian, General Manager of Savoy Hotel Mactan.
Within the pages of the guidebook are nearly 300 establishments and service providers—hotels, venues, transportation partners, event organizers, and suppliers—each bringing mastery of their craft and deep local knowledge.
“Together, they represent a MICE ecosystem that is ready, reliable, and rooted in Cebuano hospitality. For international planners, the Cebu MICE Guidebook offers something essential–confidence. It simplifies engagement, eases business transactions, and opens doors to trusted partners who understand both global standards and the unique character of Cebu,” Albiso noted
CCCI President Jay Yuvallos
Cebu Chamber of Commerce and Industry (CCCI) president, Jay Yuvallos, in his staunch advocacy for multi-sector collaboration, the Cebu MICE Guidebook is a product of Cebuanos who have long championed initiatives positioning the province as both a tourism and business hub.
Yuvallos’ LEAD-A MUST advocacy of business leadership inspired private sector stakeholders and public agencies to spawn this MICE Guidebook for its timely release at the ASEAN Tourism Forum 2026, to provide visitors and delegates with accommodation options available daily, a growing portfolio of venues, and an established mix of dining, retail, and lifestyle experiences, the destination is equipped to host events of varying scale and complexity while delivering memorable delegate experiences beyond the meeting room.
Leaders of the Cebu Chamber of Commerce and Industry (CCCI) with Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels & Resorts; Secretary Christina Garcia Frasco, Department of Tourism; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; and Regan Rex King, Vice President of CCCI.
According to CCCI that the launch of the Cebu MICE Guidebook signals Cebu’s steady evolution into a future-ready MICE destination, anchored on collaboration, service excellence, and community engagement.
