The Tourism Promotions Board (TPB) Philippines is urging the local meetings, incentives, conferences, and exhibitions (MICE) industry to turn growing opportunities for business events into actual bookings and broader economic gains as competition across the region intensifies.
The TPB will bring together about 200 industry leaders and decision-makers at MICECONversations 2026 on Sept. 7 in Pasay City, with discussions focused on strengthening the Philippines’ competitiveness as a business-events destination and converting potential leads into confirmed events.
The push comes as MICE events generate economic activity well beyond convention venues, bringing business to hotels, airlines, restaurants, transport providers, retailers, and tourism destinations.
Now evolving from the Philippine MICE Conference, MICECONversations will examine the pressures facing the industry, including changing market demands, rapid technological shifts, talent needs, and stronger competition among destinations seeking a larger share of the global business-events market.
A key priority is the development of a MICE impact scorecard that could give the industry a clearer way to measure the economic contribution of conferences, incentive travel, and exhibitions, including their effects on tourism receipts, employment, and local economies.
The gathering will also explore artificial intelligence and other emerging technologies, workforce development, industry partnerships, and strategies to turn prospective business into actual events.
“The future of Philippine MICE will not be shaped by uncertainty, but by how we respond to it,” TPB Chief Operating Officer Marga Nograles said.
Nograles said the platform is intended to turn “insights into strategies, opportunities into business, and partnerships into outcomes.”
Industry speakers include LegacyMade Chief Consultant Amelia Roziman, Ayala Land Hospitality’s Roshan Nandwani, and PCMA Asia Pacific’s Faith Cheong Michaels.
For the Philippines, the push comes as destinations across Asia compete for conferences and exhibitions that can bring higher-spending visitors and spread tourism activity across multiple sectors and local economies.
