Sherwin Lucas to head SMX, steer SMXCITE launch

Insider Spotlight

  • SM Hotels and Conventions Corp. taps veteran leader Sherwin Lucas
  • Appointment covers SMX Manila and upcoming SMXCITE project
  • Move signals push to strengthen Philippines’ MICE positioning


SM Hotels and Conventions Corp. (SMHCC) has appointed Sherwin Lucas as general manager of SMX Convention Center Manila and its upcoming flagship venue, SMXCITE, reinforcing its expansion in the meetings, incentives, conferences, and exhibitions sector.

The leadership change comes as SMHCC prepares to scale its convention footprint ahead of SMXCITE’s planned 2027 launch at the Mall of Asia Complex, a project positioned to attract large-scale international trade events.

The big picture

Lucas brings more than two decades of hospitality experience, including senior roles across international markets. His appointment reflects SMHCC’s strategy to deepen operational expertise while elevating global competitiveness in business tourism.

He most recently served as area general manager for Park Inn by Radisson Iloilo and Bacolod, where he oversaw performance improvements and industry recognition for both properties.

SM Hotels and Conventions Corp. welcomes a new chapter in leadership. Sherwin Lucas steps in as general manager of SMX Convention Center Manila and SMXCITE. | Contributed photo

What they’re saying

“In my new role, I am committed to lead SMX Convention Center Manila’s continued growth by driving excellence across operations, innovation, and exceptional client experiences,” Lucas said in a press statement.

“I also look forward to help shape the successful opening and establishment of SMXCITE in 2027,” he added.

By the numbers

SMHCC currently manages more than 2,600 hotel rooms and over 42,000 square meters of convention space across its portfolio, underscoring its scale in the Philippine hospitality and events market.

SMXCITE sets the stage for the future of international trade and exhibitions in Manila, opening in the second quarter of 2027. | Contributed photo

Between the lines

Lucas’ background includes a stint as director of events service at Sheraton Grand Macao and The St. Regis Macao, where he earned a regional leadership award. That experience is expected to support SMHCC’s push to attract international exhibitions and high-value events.

What’s next

The focus now shifts to operational continuity at SMX Manila and early-stage planning for SMXCITE, which aims to position the Philippines as a regional hub for global trade shows and large conventions.

Bottom line

SMHCC is doubling down on leadership depth and infrastructure expansion as it competes for a larger share of Asia-Pacific’s growing MICE market. —Vanessa Hidalgo | Corrie S. Narisma

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