SMX Convention Centers is expanding its footprint as the Philippine business events industry gathers momentum, with visitor traffic rising 18 percent in the first half of 2026 and new venues in Cebu and Metro Manila set to add capacity.
SMX, the conventions and exhibitions arm of SM Prime Holdings Inc., welcomed 4.3 million visitors from January to June, up from 3.6 million a year earlier. Its venues hosted 807 booked events nationwide, with SMX Convention Center Manila accounting for more than 2.5 million visitors.
The increase points to sustained demand for conferences, exhibitions, trade shows, and consumer events as businesses increasingly use face-to-face gatherings to generate leads, build networks, and drive transactions.
Regional venues in Davao, Bacolod, and Clark also posted healthy visitor growth, suggesting that the recovery in business events is extending beyond Metro Manila.
“Our locations within SM Prime’s larger mixed-use developments give event organizers and attendees direct access to dining, accommodation and transportation options, making events more convenient and attractive,” said SMHCC Executive Vice President Peggy E. Angeles.
Among the major events hosted during the period were WORLDBEX 2026, International Travel Expo, Philippine Pet Expo 2026, ALT Philippines, Interior Design Manila, BeautyCon 2026, and Franchise Asia Philippines International Franchise Expo.
The strong traffic comes as the events industry becomes increasingly important to the broader hospitality, retail, dining, and tourism ecosystem. Convention venues embedded in mixed-use developments can capture spending beyond event halls, giving operators another advantage as organizers and exhibitors look for more convenient destinations.
SMX is preparing to capitalize on the momentum with two new facilities.
SMX Convention Center Seaside Cebu is scheduled to open in the fourth quarter of 2026 and is expected to become the country’s largest convention center. It will be integrated with SM Arena Seaside Cebu and SM Seaside City Cebu.
SMXCITE in Pasay City is targeted to open in early 2027. The 18,000-square-meter facility will have 900 parking spaces and direct access to SM Mall of Asia.
The additions will bring SMX’s portfolio to seven convention centers and six trade halls, with combined leasable space exceeding 90,000 square meters.
The expansion suggests SMX is betting that the events rebound is not merely a post-pandemic bounce but part of a longer-term shift toward larger, more frequent business and consumer gatherings across the country.
