SM Hotels expands with new SMX trade halls in Luzon

Insider Spotlight

• Three new SMX Trade Halls to open in Luzon by Q4 2026
• Adds over 13,000 square meters of exhibition space
• Sites in Cabanatuan, Santo Tomas and Santa Rosa
• Expansion supports regional MICE growth beyond Manila
  
  

SM Hotels and Conventions Corp. (SMHCC) is accelerating its push into regional events with the opening of three new SMX Trade Halls across Luzon in the fourth quarter of 2026, expanding its footprint in the country’s fast-growing meetings and exhibitions market.

The new venues will rise in Cabanatuan, Nueva Ecija; Santo Tomas, Batangas, and Santa Rosa, Laguna—all emerging commercial hubs positioned along key growth corridors north and south of Metro Manila.

Why it matters

The additions will contribute more than 13,000 square meters of total leasable exhibition space, significantly boosting SMX Convention Center’s capacity to host trade shows, corporate events and large-scale community gatherings outside the capital.

The strategy reflects a broader industry shift toward decentralizing large events, as businesses seek accessible provincial venues amid rising congestion and costs in Metro Manila.

By anchoring the trade halls within established SM commercial complexes, SMHCC is positioning the sites as integrated event ecosystems—combining exhibition space with retail, dining and nearby hotel accommodations.

What they’re saying

“With the addition of these three trade halls, we are not only expanding our geographic reach but also creating more opportunities for businesses and communities to connect,” Walid Wafik, senior vice president of SMHCC, said in a press statement.

“Our continued investments reflect our confidence in the Philippines’ growing MICE potential and our mission to deliver accessible, high-quality event spaces across the country,” Wafik added.

Big picture

The Luzon expansion complements SMX’s larger pipeline, including SMX Convention Center Seaside Cebu, poised to become the largest convention center in the Philippines, and SMXCITE, envisioned as the country’s largest exhibition and trade hall venue.

Together, these projects underscore SMHCC’s ambition to build a nationwide network of world-class venues that stimulate tourism, trade and regional economic activity.

SMX Convention Center currently offers over 42,000 square meters of leasable space nationwide under its flagship Manila site and regional facilities.

The bottom line

As demand for meetings, incentives, conferences and exhibitions rebounds and expands into regional centers, SM Hotels is betting that scale, location and integration will define the next phase of growth in the Philippine MICE industry. —Vanessa Hidalgo | Ed: Corrie S. Narisma