The Philippines unveils MICE Roadmap 2030

The Department of Tourism (DOT) of the Philippines has launched a multi-sectoral plan that envisions to re-establish the Philippines as a top international convention destination, as well as a flourishing business and trade hub in the Asia-Pacific region.

The DOT and the Tourism Promotions Board (TPB), in a joint effort with the Philippine Association of Convention/Exhibition Organizers and Suppliers Inc. (PACEOS) and the Department of Trade and Industry Board of Investments (DTI-BOI), crafted the ‘Meetings, Incentives, Conventions and Exhibitions (MICE) Roadmap 2030’.

“The DOT stands by PACEOS in promoting the Philippines as a top MICE destination. The country’s successful hosting of big-ticket international events recently proved that we are on the right track,” said DOT Secretary, Wanda Tulfo-Teo.

The ‘MICE Roadmap 2030’ was unveiled at the historic Philippine International Convention Center (PICC) Summit Halls with the goal of placing the country to the top 10 rankings in International Congress and Convention Association (ICCA).

Teo assured PACEOS that the government fully supports its efforts to bring back the Philippines’ luster as an international event venue.

“The Philippines ranked 8th worldwide and 1st in the Asian region in the annual listing of leading world convention destinations in 1982.  With this roadmap, we can reclaim our rightful place as a MICE powerhouse,” said DOT Undersecretary Benito Bengzon Jr.

In the 2016 ICCA Statistic Report Country & City Rankings, the country placed 48th out of the 116 countries worldwide and 14th of 35 countries in the Asia Pacific and the Middle East regions in terms of having the most number of meetings.

The country has successfully hosted the recent World Economic Forum, the Asia Pacific Economic Cooperation (APEC) Summit and the Association of Southeast Asian Nation (ASEAN) Summit, signifying the MICE industry’s growing strength and capacity.

Among the key thrusts of the MICE Roadmap 2030 is to provide enabling policies and institutional support, accelerate infrastructure improvements, develop a highly competitive human resource, and strengthen research and development.

In 2030, the roadmap targets a gross value added of MICE industry increase by Php1.4B, improvement of the average rate in delegate expenditure per meeting by 19 percent, Php24.8B MICE revenues, additional of at least 100,000 sqm exhibition space, three percent per annum increase in the number of MICE arrivals alongside the top ten ICCA ranking in Asia Pacific and the Middle East.

The MICE industry has a high growth potential with Globex 2017 Report showing that the Philippines is the fastest growing trade fair market in Asia in 2016 where space sold jumped to 9.6 percent and a MICE delegate spends an average of nearly six times more than what an average leisure tourist spends.