“We are positioning the Philippines as a premier MICE destination with the capacity to host world-class meetings, incentives, conferences and exhibitions that drive economic value and foster meaningful exchange,” said Maria Margarita Montemayor Nograles, COO of Tourism Promotions Board (TPB) Philippines.
At the ASEAN Tourism Forum (ATF) 2026 media briefing in Cebu on January 28, Nograles also outlined the other three thrusts: evidence-based marketing, stronger national and global reach of the Philippine tourism brand and building strong and purposeful partnerships.
Effective partnership was evident in hosting the ATF meetings and some social events in Cebu City and the ATF opening ceremony and trade exhibition, TRAVEX, in Lapu-Lapu City on Mactan island.
The successful execution of ATF 2026 was driven by close collaboration between Cebu MICE stakeholders, the Department of Tourism and TPB, noted the Cebu Chamber of Commerce and Industry.
Working in alignment, they coordinated planning, standards and on-ground delivery. This ensured that venues, accommodation, transport and delegate services operated as an integrated system.
“Cebu’s hosting of the ATF reflects its readiness to compete in the global MICE space – not just in terms of capacity, but in the quality and consistency of experiences it delivers,” said Cleofe Albiso, president of the Cebu MICE Alliance.
The alliance, formed in late 2024, launched the Cebu MICE Guidebook during TRAVEX.
From the guidebook, meeting and incentive planners may pick from high-rise hotels in Cebu City or beach resorts on Mactan, add historic sites and cultural tours, and include a lechon (roast pig) feast to delight delegates.
However, an Australian buyer said the lack of direct flights to cities other than Manila constrains growth. Qantas, Philippine Airlines, Cebu Pacific and Jetstar flights from Sydney, Melbourne, Brisbane and Perth all go to Manila.
Singapore serves as a major international transfer point with direct flights to Manila, Clark, Cebu, Iloilo City and Davao.
Emerging destination Bohol, a two-hour ferry ride from neighbouring Cebu island, where micenet joined a post-ATF tour, is already drawing business meetings. Several ASEAN economic meetings were held at BE Grand Resort Bohol’s convention centre in January.
“Hosting the meetings in Panglao showcases Bohol’s natural beauty, rich cultural heritage and dynamic creative and tourism sectors, demonstrating how international conferences can be meaningfully integrated into provincial settings,” said the organisers.
Bohol provides a fascinating array of scenery and activities. The Chocolate Hills are its most famous landmark and the reward for climbing 220 steps at one of the viewing points is an awesome vista of conical, green-brown limestone hills.
A hike through vegetation on Lasang Farm enables participants to plant cacao trees, harvest the pods and see the sustainable production of Filipino chocolate.
Alternatively, a leisurely cruise on the Loboc River combines nature and dining with a brief riverside stop to watch a short performance – and even join in the lively songs and dances.
Out at sea, one may see dolphins and turtles, snorkel and savour a simple but delicious lunch on Balicasag Island.
Other attractions in Bohol include wildlife conservation at Tarsier Sanctuary; Bohol Bee Farm, where a small cultivation project has developed into a wellness retreat and restaurant; and Tubigon raffia weaving which sees community artisans turning natural palm fibres into beautiful fabrics and products.
“The balanced exposure to nature, culture and community-based tourism showed us Bohol’s unique positioning as a sustainable and experience-driven destination,” said Goh Hock Gin, managing director of Bel Travel & Tours, Malaysia.
Besides participating in major regional trade shows this year, TPB is organising a business mission to Sydney and Melbourne in July that will include business events stakeholders.
