MEDIA RELEASE

February 2011

Philippines aims for MICE resurgence

The Department of Tourism (DOT) will heighten efforts to capture more of the

meetings, incentives, conferences and exhibitions (MICE) market in the next five

years by highlighting gains in business infrastructure and tour operations.

“Securing a larger share of the valuable MICE market will be instrumental in

building on our record 3.5 million visitor arrivals in 2010,” said Tourism Secretary

Alberto A. Lim.

The country seeks to re-establish market presence by continuing its

participation in strategic MICE events, initially this year with the 19th Asia-Pacific

Incentives & Meetings Expo. Staged in Australia this February, the host country is

the Philippines’ fifth top foreign tourist generator last year with almost 150,000 in

arrivals, also a record and a strong source market for MICE-related activities.

In addition to Australia, India and ASEAN neighbours, Singapore, Malaysia

and Vietnam, Pacific-rim countries Canada and the United States comprise the

Philippines’ core MICE market. Selling points include a wealth of post-event tour

activities available for groups, as well as safe and well-equipped venues.

The MICE sector received a significant boost in 2010 with the rise of several

new large-scale accommodation facilities. The cities of Metro Manila and Cebu

attracted the bulk of tourist accommodation projects green-lighted last year, all in all
valued at Php 17 million. Additional convention venues such as the 15,000-seating-

capacity SM Bay City Arena and the 200-hectare ASEANA Business Park, both in

Manila, are in the pipeline.

Meanwhile, the DOT will look to public-private partnership (PPP) initiatives in

developing airports servicing key destinations such as Boracay (via Kalibo) and

Cebu. These are to complement expected increases in the number of hotel and

resort rooms there, with several projects scheduled for completion by 2013.

An additional policy thrust in 2011 will be air liberalization, with the extension

of a pocket skies agreement to secondary destinations awaiting an executive order.

A new National Tourism Development Plan to detail strategies in tourism

investment, access, product development and promotion, among others, is expected

to roll out by May this year. The plan, which covers the years 2011-2016, will serve

as a strategic framework for national and local initiatives in tourism, and follows the

previous 20-year tourism master plan for 1991-2010.

“We expect the new plan, particularly its infrastructure, investment and

marketing components, to aid us in repositioning the Philippines as a preferred MICE

destination,” said the Secretary.

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CONTACT: EVELYN A. MACAYAYONG

Office of Tourism Information
(0632) 525-18-05
eamacayayong@tourism.gov.ph