The country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is emerging as a key driver of inclusive economic growth, aligning closely with national development goals. Business events are increasingly seen as platforms for investment, innovation, and regional cooperation rather than just crowd-generating activities.
“Events today must produce meaningful outcomes,” said Pamela D. Pascual, CEO of World Trade Center Metro Manila (WTCMM) and board member of the World Trade Centers Association (WTCA). She highlighted that MICE activities now connect small and medium enterprises (SMEs) to global value chains and foster long-term partnerships.
The Tourism Promotions Board (TPB) is scaling up support for the MICE industry through better transport links, larger venues, and enhanced incentives in Metro Manila, Cebu, Davao, Clark, and Iloilo. TPB chief operating officer Maria Margarita Montemayor Nograles emphasized sustainability, collaboration, and community inclusion as key priorities during PHITEX and MICECONnect 2025.
Across the Asia-Pacific, the MICE sector is rebounding strongly. The Union des Foires Internationales (UFI) expects regional trade fairs to exceed pre-pandemic levels by 2026. Market studies project a 10 percent annual growth rate for Asia-Pacific from 2025–2030 and a global market value of US$1.7 trillion by 2032.
Locally, innovation is shaping events like the Event Experience Expo (E3) 2025, held at WTCMM. The first of its kind in the Philippines, E3 showcased new technologies and sustainable practices, generating around ₱25 million in business. One highlight was Snapside, part of GEVME’s Sparks AI suite, which lets attendees access real-time session summaries and engagement insights.
WTCMM and other venues are upgrading facilities with energy-efficient systems and sustainable materials, reflecting the industry’s shift toward greener, tech-enabled, and more inclusive experiences.
Together, these developments signal that the Philippines’ MICE industry is not only back in full swing — it’s becoming a strategic force for innovation, sustainability, and shared prosperity.
