In last Wednesday’s opening of the Philippine MICE Conference at the Cebu International Convention Center (CICC), Tourism Secretary Alberto Lim said Cebu will play a crucial role in reviving the country as a prime MICE destination.
He said Cebu has the essential infrastructure support and labor force in place.
Lim also noted the enthusiasm of Cebuano private sector stakeholders and the local governments in finding ways to lure tourists and businessmen in the province.
“It is this same Cebuano spirit that we’d like to spread to other areas in the country because Cebu gets it. Cebu understands the importance of this market and how it can help the tourism industry,” Lim said.
The three-day MICE Convention attended by 430 tourism stakeholders from both the public and private sector all over the country and abroad was spearheaded by the country’s top hotel, restaurant and resort operators.
Issues being tackled during the activity include media marketing, the use and impact of technology on traditional sales, marketing and communication strategies and current global MICE trends, among others.
Stiff competition
In his opening speech, Lim said the country used to be at the forefront of international destinations in Asia for MICE, said to be the most lucrative segment of the tourism industry, in the ’70s.
But stiff competition from Hong Kong and other countries in the region caused the country to lag far behind its neighbors.
Lim said the MICE convention is one way to remind the world’s business community of what the country can offer to them.
“We need to recapture that image … This MICE Con (will help) tell the world that we can accommodate them here,” he said.
Lim said the Philippines is already blessed with advantages to accommodate the most discriminating MICE market.
“We have the language skills, good location, moderate labor cost, natural attractions and the natural warmth and hospitality that others in other countries don’t have,” the tourism chief said.
Lim said by 2013, about 10,000 hotel rooms will be available to cater to tourists.
Most sought after
He said the Departments of Tourism and Transportation and Communications will build more airports and review which airports in the country need upgrading.
“Air Asia, Tiger Air and Jet Star are expanding in the country. In Cebu we’re looking at a public-private partnership to upgrade the airport. The government will build the runway and the private sector can help build a new terminal,” Lim said.
Lim said MICE makes up about 50 million out of 900 million travelers in the world.
In the Philippines, MICE made up about 5 percent of the total tourist arrivals of about 3.5 million last year.
Lim said Asia is the most sought-after region for MICE events from Europe and the US.
Hong Kong established itself as a MICE destination with Macau competing strongly among its Asian neighbors, he added.
Other competitors include Vietnam and even Laos and Cambodia, Lim said.
Singularity of purpose
Lim said while the DOT is bullish about MICE prospects in the country, it has minimal budget allocations for promotions.
This is why the agency is maximizing the country’s participation in international events that will draw more tourists to the Philippines.
“We need cohesiveness and singularity of purpose for the government and the private sector,” Lim said.
Cebu Gov. Gwendolyn Garcia said the province will continue to do its part in promoting itself as a prime MICE destination.
She announced today’s inauguration of the Cebu Cultural Center, which offers a 1,108 seating capacity for visitors.
“The center can hold events like operas and theater shows. It will also provide a venue for a new dimension for Cebu’s profile as the cultural destination in the country,” she said.
Garcia said Cebu is constantly faced with challenges to match the growth brought by the tourism industry.
She said the Capitol will carry out projects that will ultimately build a unified culture of embracing tourism among its constituents.
“Coming to Cebu is not only listening and learning, but also enjoying other attractions. It becomes a total experience,” Garcia said.
Major events
In terms of global revenue, the US remains the top earner for the MICE market with over $150 billion, more than double the $32.2 billion earned by Canada last year.
Noor Ahmad Hamid, Asia Pacific regional director of the International Congress and Convention Association (ICCA), noted an increase of 200,000 delegates who attend MICE events last year.
“However, meetings are shorter and the average number of delegates were reduced,” Hamid said in yesterday’s 2nd MICE Conference also held at the Cebu International Convention Center.
ICCA tracks the meeting industry of countries all over the world every year.
Japan, China, Australia and South Korea were the only Asian Pacific countries included in the top Top 20 MICE destinations in the world.
The ICCA said some major MICE events will be held in the country next year until 2014.
These consist of the 21st Working Meeting of the Crocodiles in 2012, the 9th Asian and Oceanian Epilepsy Congress in 2012 and the 10th Congress of Asia-Pacific Society of Hypertension in 2014, all in Cebu. With Correspondent Rhea Ruth V. Rosell