Insider Spotlight
At the center of that momentum is SMX Convention Center, which is accelerating its footprint across major urban and emerging destinations to meet what operators describe as a sustained post-pandemic rebound in MICE activity.
Why it matters
Business events are a high-yield segment for tourism, driving hotel occupancy, airline traffic, and ancillary spending. As Asean competition intensifies, venue scale, service standards, and geographic reach are becoming decisive advantages for host destinations.
SMX Convention Center, under SM Hotels and Conventions Corp. (SMHCC), recently reinforced its regional standing after earning multiple honors at the Asean Tourism Forum in Cebu, according to a company press release.
The recognition places SMX alongside top-tier convention venues in Southeast Asia, signaling growing confidence in Philippine-hosted events.
At the ASEANTA Excellence Awards 2026, SMX Convention Center was named Best ASEAN Convention Centre—its first time to receive the distinction.
Meanwhile, SMX Convention Center Manila and SMX Convention Center Clark were both awarded Asean MICE Venue accolades in the Exhibition Venue category at the Asean Tourism Standards Awards, highlighting operational consistency across locations.
Zoom out
SMX’s strategy goes beyond trophies. The company is preparing to open new convention centers within the year in Cebu, Cabanatuan, Sta. Rosa (Laguna), Sto. Tomas (Batangas), and Pasay, expanding access to large-format venues outside traditional metro cores.
“Being recognized by Asean bodies not only validates the hard work of our teams, but also strengthens the SMX brand as a preferred venue for regional and international events,” Walid Wafik, senior vice president-operations of SM Hotels and Conventions Corp., said in a press statement.
“With the opening of new SMX properties in 2026, we continue to expand our reach and offer world-class venues driving the continued development and global competitiveness of the country’s MICE sector,” he added.
Between the lines
SMX’s expansion reflects a broader bet that decentralizing MICE infrastructure will unlock new tourism corridors and reduce congestion in established hubs like Metro Manila.
SMX Convention Center currently operates more than 42,000 square meters of leasable event space nationwide, with venues in Manila, Aura, Bacolod, Davao, Clark, Cebu, and Olongapo City.
With multiple award-winning sites and new openings imminent, the company is positioning itself as a cornerstone of the Philippines’ push to be a premier events destination in Southeast Asia.
What’s next
As Asean travel normalizes, venue operators that combine scale, standards, and geographic reach are likely to capture the next wave of regional conventions—and SMX is clearly signaling it intends to be one of them. —Vanessa Hidalgo | Ed: Corrie S. Narisma
