How to build a people-first culture in a booming MICE industry
With the Tourism Promotions Board leading the charge, the Philippines is turning cities across the archipelago into competitive MICE destinations
In July, the Philippines’ Tourism Promotions Board (TPB) organised MICECON in Clark, Pampanga, marking a new chapter in the country’s MICE strategy. With the launch of the new ‘We Take Your Business To Heart’ initiative, the TPB aims to strengthen the country’s position as a rising star in the Asian MICE market, leveraging its natural assets and human capital to attract global business events.
This initiative highlights the renowned warmth and dedication of Filipino hospitality, which extends beyond leisure tourism into the business events sector. People have always been one of the Philippines’ strongest assets, and the country has a large, professional, English-speaking workforce that delivers naturally warm and attentive service.
Additionally, the country’s unique geographic diversity – an archipelago of 7,641 islands – offers MICE event planners a range of stunning backdrops for corporate meetings, retreats, exhibitions and incentive travel.
The Philippines’ welcoming, English-speaking workforce enhance the country’s signature hospitality
The Philippines’ welcoming, English-speaking workforce enhance the country’s signature hospitality
Strategic training initiatives driving MICE growth
At the heart of the country’s push to become a top MICE destination is workforce development, a cornerstone of TPB’s strategy. By investing in training programmes, the Philippines is elevating service standards in established hubs such as Manila and Cebu, while also nurturing emerging provinces with untapped potential as MICE destinations. The TPB’s training programmes, developed in collaboration with industry experts, academic institutions and government agencies, are designed to meet global standards.
Key modules include MICE 101: Introduction to MICE, looking at the economic contribution of the sector and how stakeholders can make the most of their unique offerings, and MICE 102: Strategic Event Planning helping participants understand how to attract, design and execute events. Other modules cover specialised areas such as MICE 103: Events Marketing; MICE 104: Risk Management; MICE 105: Financial Management; MICE 106: Event Design — each vital to equipping both government and private sector players with the knowledge to grow the MICE industry in their locales.
Unlocking potential in regional destinations
As part of its regional outreach, the TPB has rolled out its MICE training programmes in several key locations across the Philippines, unlocking new possibilities in lesser-known but promising provinces.
Over the past two years, the MICE programme has been successfully launched in Oriental Mindoro, one of two provinces in the island of Mindoro. Known for its sandy beaches and indigenous cultures, Oriental Mindoro offers a mix of natural beauty and cultural heritage, making it a great choice for incentive trips, corporate retreats and meetings that prioritise relaxation and cultural engagement.
In Mindanao, the second largest island in the Philippines, provinces such as Cagayan de Oro, a gateway to the island, and Zamboanga del Norte have benefitted from the initiative, with Davao City already leading as a well-established MICE destination. Mindanao’s unique combination of urban growth and natural beauty offers event planners an exciting alternative to more traditional business centres.
Cities and provinces across the Philippines have stepped up their MICE game, including the Iloilo Convention Center, which is known for its iconic sail architecture (Photo credit: Iloilo Convention Center)
Cities and provinces across the Philippines have stepped up their MICE game, including the Iloilo Convention Center, which is known for its iconic sail architecture (Photo credit: Iloilo Convention Center)
This year, the TPB rolled out the three-day MICE 101 and MICE 102 training in Cauayan, Isabela, in northern Luzon. The city has received an ASEAN MICE award, highlighting its potential for further growth as a MICE destination for domestic and international events. Similarly, the TPB has introduced these modules to Puerto Princesa City, Palawan’s capital, recognised for its spectacular dive sites and status as a growing cruise destination.
Looking ahead, the TPB will extend its training programmes to Sorsogon, a province offering unique opportunities, including a once-in-a-lifetime swim with whale sharks. These efforts will help Sorsogon diversify by attracting more MICE events.
Why event planners should consider the Philippines
The TPB’s investment in MICE training across the country demonstrates a clear commitment to delivering world-class MICE experiences. Event planners can expect high service levels, professional expertise and a deeper understanding of international MICE standards — even in emerging destinations. This consistency is crucial for planners who may want to venture beyond the well-known MICE hubs of Manila, Cebu and Davao to explore more affordable, off-the-beaten-path locations without sacrificing quality.
The Philippines also offers a growing portfolio of hotels and accommodation, increased connectivity with improved transportation networks and a diversity of landscapes that allow for seamless transitions between business and leisure. From boardroom meetings to beachside breakout sessions, the Philippines provides event planners with an ideal mix of work and play.
By choosing the Philippines for their MICE events, planners will not only be investing in a destination that values service excellence but also one that delivers unforgettable experiences — making the country a prime candidate for international conventions, corporate retreats, exhibitions and incentive trips.
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