The Philippines is gearing up to become one of Asia’s top destinations for international meetings, incentives, conferences, and exhibitions (MICE). With several major international events scheduled in Manila and Cebu, the Department of Tourism (DOT) hopes to attract millions of international visitors by 2028.
One of the biggest events is the Rotary International’s annual convention, which will take place in Manila from June 3 to 8, 2028. With more than 25,000 members expected to attend from all over the world, it is the first time the convention will be held in Manila. The DOT is also targeting to attract 4.8 million international travelers in 2023 and reach 11.5 million by 2028.
According to Tourism Secretary Christina Garcia Frasco, the Philippines is setting its sights on reclaiming its position as one of Asia’s most preferred destinations for MICE. Under its MICE Roadmap, the DOT aims to position the Philippines among the top 10 MICE destinations in the International Congress and Convention Association’s global ranking by 2030.
Other major international MICE events scheduled this year include the Worldchefs Asian Presidents Forum, the 20th Asian Pacific Confederation of Chemical Engineering Congress, the International Conference of Physics Students, the 11th Asian Congress of Endometriosis, the 6th Asean Opthalmology Society Congress, and the 6th International Rice Congress.
The DOT is also looking to complete a MICE Tourism strategic action plan by June, which will help attain the agency’s goals under its MICE Roadmap 2030. The roadmap targets an increase in MICE revenues to P25 billion by 2030, a rise in the gross value added (GVA) of the MICE industry to P1.4 billion, a lift in the GVA of MICE to 0.01 percent of the gross domestic product, and improvement in delegate expenditure per meeting to 19 percent.
To achieve these targets, the DOT aims to expand usable exhibition space to some 171,000 square meters by 2030 from some 71,000 sqm in 2017 and see an annual 3-percent increase in MICE arrivals.
The Philippines offers a diverse and lively culture that reflects the global mosaic of organizations like Rotary International. With legendary Filipino hospitality and award-winning beach, nature, and heritage destinations, visitors can expect a memorable immersive experience rich in the diversity of Filipino culture. As the country continues to attract more international visitors for MICE events, it is poised to become a top destination for business and leisure travelers alike.