SMX Convention Center, the meetings and exhibitions arm of SM Prime Holdings, Inc., drew record crowds in 2025, cementing its dominance in the country’s fast-rebounding events industry.
Across eight properties nationwide, SMX booked 1,632 events last year, up 10 percent from 1,480 in 2024. The bookings were almost evenly split between Metro Manila and regional venues, underscoring the growing pull of destinations such as Clark, Bacolod, Davao and Olongapo.
Visitor traffic surged even faster. Footfall jumped 34 percent to 8.54 million from 6.37 million, as trade fairs, expos and consumer shows packed exhibition halls and spilled into mall corridors.
“Since the pandemic reopening, we have seen sustained demand not only in Metro Manila but also in key regional destinations,” said Peggy Angeles, executive vice president of SM Hotels and Conventions Corporation. She added that the accessible locations of SMX venues, many integrated with major malls, encouraged walk-in visitors, particularly for public exhibitions and consumer shows.
Heavy hitters filled the calendar. Flagship events such as PhilConstruct, WOFEX, SIGMA, the Manila International Auto Show and the Travel Tour Expo drew industry players and everyday shoppers alike. Bridal fairs and large-scale cosplay conventions added color and crowds, proving that business and fandom can share the same floor space.
With momentum building, SMX is betting bigger. In Cebu, SMX Convention Center Seaside Cebu is rising and is set to become the country’s largest convention center when it opens in the fourth quarter of 2026. In Pasay City, construction is underway for SMXCITE inside the SM Mall of Asia Complex. The 18,000 square meter facility, slated for early 2027, is designed to be the Philippines’ largest international exhibition venue.
For SMX, the MICE business is not just back, it is scaling up.
