The Cebu MICE Guide 2025 serves as a practical reference for event planners and organizers worldwide, featuring nearly 300 establishments and service providers. These include hotels, convention and exhibition venues, transport partners, professional event organizers, and a wide range of event suppliers.
“It also highlights destination experiences that are relevant to MICE visitors. Contributions from multiple industry experts and writers ensured comprehensive coverage of topics such as MICE infrastructure, logistics, and Cebu’s tourism offerings,” said Jay Yuvallos, president of Cebu Chamber of Commerce and Industry (CCCI).
The MICE guidebook is a collaborative initiative led by the CCCI through the Cebu MICE Alliance, headed by Cleo Albiso, managing director of Megaworld Hotels and Resorts.
The project was developed in partnership with the Department of Tourism (DOT), the Tourism Promotions Board (TPB), and key private-sector stakeholders.
According to Yuvallos, the guidebook was envisioned as a cornerstone of Cebu's strategic positioning as a premier MICE destination and represented a unified effort to showcase the province's capabilities to both domestic and international markets.
Lack of resource material
It was developed to address the lack of a single, centralized resource that highlights Cebu’s MICE-ready venues, suppliers and service providers.
Planning started in 2025, with extensive consultations among industry players to ensure comprehensive representation and accuracy.
Yuvallos said the target market includes international event planners, associations, corporate organizers, and buyers evaluating Cebu as a potential event destination.
“By consolidating trusted partners and key information in one reference, the guidebook enhances Cebu’s visibility, streamlines planning for organizers, and reinforces the city’s reputation as a competitive and reliable MICE destination in the Philippines,” he said.
Launching
The MICE Guide 2025 was officially launched on Jan. 28, 2026 at the Mactan Expo, the newly opened state-of-the-art MICE facility located inside the 30-hectare Mactan Newtown of property giant Megaworld in Lapu-Lapu City.
The launch took place on the sidelines of the Association of Southeast Asian Nations (ASEAN) Travel Exchange (TRAVEX), where over 271 buyers, 124 Philippine sellers, and 222 ASEAN exhibitors around the world gathered under one roof to showcase different tourism experiences and forge potential business partnerships.
The unveiling of the new MICE guidebook was led by Tourism Secretary Christina Garcia Frasco, Tourism Promotions Board (TPB) COO Marga Nograles, and Albiso .
Cebu’s strengths
In her speech, Frasco lauded the Cebu MICE Alliance for developing the guidebook, noting that the initiative promotes Cebu as a premier destination for international engagements while empowering local communities and stakeholders.
She stressed that Cebu’s strength as a MICE destination is anchored by an award-winning international airport, strong air connectivity, and efficient access to venues and accommodations.
Strategically located at the heart of the Philippines, Cebu —through Mactan Cebu International Airport— has direct international and domestic flights.
“It is supported by world-class hotels, convention and exhibition facilities, including this venue. Beyond the meeting room, Cebu offers beaches and island diversity, world-class diving, living culture, vibrant festivals, and a tradition of warm Filipino hospitality that consistently distinguishes the Cebu experience,” she said.
Digital and printed copies
Digital copies of the guidebook are available online through the Cebu MICE Alliance and CCCI channels, while physical copies are accessible through tourism offices and trade events promoting Cebu as a MICE destination.
Stakeholders estimate that MICE tourism in Cebu could contribute about P1 billion to the local economy by 2029.
Data from the International Congress and Convention Association (ICCA) showed that foreign delegates spend an average of more than P32,086 per day, which is nearly five times the amount spent by a typical leisure tourist.
From 2023-2025, the MICE Plus Program of the Tourism Promotions Board had supported 222 meetings, incentive travel, conventions, and exhibitions in the Philippines.
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