WINNING | SMX expansion drives MICE growth nationwide

Insider Spotlight

• SM Hotels and Conventions Corp. is extending its convention and exhibition network beyond Metro Manila
• New facilities in Cebu and the Mall of Asia complex will strengthen the country's capacity to host large-scale events
• SMX Convention Center has secured its third consecutive Philippines’ Best Convention & Exhibition Center title at the 2026 TTG Travel Awards
  
  
  
  

SM Hotels and Conventions Corp. (SMHCC) is accelerating its expansion into regional markets, positioning its growing network of convention centers and exhibition facilities to capture demand for business events across the Philippines.

The expansion follows SMX Convention Center's third consecutive recognition as the Philippines’ Best Convention & Exhibition Center at the 35th TTG Travel Awards, held Sept. 24, 2026, in Bangkok, Thailand. Winners were selected through votes from Asia-Pacific travel and tourism professionals.

The investments could strengthen the Philippines' competitiveness in meetings, incentives, conventions, and exhibitions (MICE), while distributing tourism-related economic activity beyond established commercial hubs.

Largest convention center

SMHCC is developing two major facilities to accommodate larger events and international gatherings.

SMX Convention Center Seaside Cebu, planned as the portfolio's largest convention center, will rise within Cebu's South Road Properties.

Meanwhile, SMXCITE Center for International Trade and Exhibitions will expand exhibition capacity within the SM Mall of Asia complex, complementing SMX Convention Center Manila.

Platform to connect people, organizations 

“SMX’s third repeat win at the TTG Travel Awards reflects the strength of our MICE operations and our continued commitment to investing in key markets where commerce, tourism, and economic activity can grow together,” SMHCC senior vice president for operations Walid Wafik said in a press statement.

 Walid Wafik 

SMHCC senior vice president for operations 

“As SMHCC expands its portfolio, we are not simply increasing our footprint. We are creating platforms that connect people and organizations, bring events closer to regional markets, and contribute to the growth of the local economies and communities,” he added. 

Smaller SMX Trade Halls are also being developed in Cabanatuan, Nueva Ecija; Sto. Tomas, Batangas; and Nuvali, Sta. Rosa, Laguna. These facilities aim to accommodate regional exhibitions, corporate meetings, and trade gatherings.

SMHCC, the hospitality arm of SM Prime Holdings, operates 10 hotel properties offering more than 2,600 rooms, alongside over 42,000 square meters of leasable convention space. —Vanessa Hidalgo | Ed: Corrie S. Narisma