CEBU CITY – The Department of Tourism (DOT), the Cebu Chamber of Commerce and Industry (CCCI) and some international experts on meetings, incentives, conferences and exhibitions (MICE) led in the strategic positioning of Cebu as the global MICE tourism market with the hosting of the “Tourism Forum and Experiential Tour” on June 26, a cornerstone event of Cebu Business Month (CBM) 2025.
"This event represents a pivotal moment for Cebu's evolution into a premier MICE destination. We're not just showcasing our potential—we're demonstrating our readiness to compete on the global stage,” CCCI President, Jay Yuvallos said in his opening message.
The event gathered leading local and international tourism stakeholders, convention organizers, and business events professionals, hospitality industry leaders, government and business stakeholders, to strategically position Cebu as a world-class Meetings, Incentives, Conferences, and Exhibitions (MICE) destination by 2030, Yuvallos added.
The sessions were complemented with an experiential tour of the SMX Convention Center in Cebu, a current development at the South Road Properties, set to become one of the Philippines' largest convention facilities and SM Seaside Arena, a world-class 16,000-seat indoor arena, dramatically expanding Cebu’s event hosting capabilities.
An Exclusive “Hard Hat Tour”, an exclusive, behind-the-scenes exploration of Cebu's emerging MICE infrastructure, iconic destinations, and renowned Cebuano hospitality, such as the Mactan Expo Center in Lapulapu City. It is designed to support large-scale exhibitions, trade shows, and corporate events, creating a powerful synergy between business and leisure travel.
Cebu’s role in national tourism development and local realities
“This forum and the Cebu Business Month reflect the best of what Cebu has to offer innovation, collaboration and a deep pride of place, Cebu has long stood as a symbol of what the Filipino can achieve with a strong work ethic, a love of culture and a quiet determination to rise above any challenge,” DOT Secretary, Christina Garcia Frasco, In her keynote address, highlights Cebu’s contributions to the economy and its role as a symbol of Filipino achievement.
Frasco said that when DOT began crafting the National Tourism Development Plan for 2023 to 2028, there were fundamental questions, how can tourism work better for Filipinos? DOT listened intently to the stakeholders from across the country and emerged was a shared vision.
The people’s ideas and aspirations shaped every aspect of the National Tourism Development Plan for 2023-2028— a tourism industry that is vibrant, competitive, inclusive and rooted in our culture for the benefit of our communities.
Frasco bared that the plan aims to create a vibrant, competitive, inclusive, and culturally rooted tourism industry with its focus on building a globally competitive Philippine tourism industry. The Marcos administration's approach to tourism development is ambitious, grounded, and responsive to local realities.
“Cebu is central to the effort to transform tourism into a pillar of inclusive and sustainable economic growth highlighting Cebu's role as a gateway to the Visayas and the world with the recent UN tourism events hosted in Cebu. Cebu will host the ASEAN Tourism Forum in 2026, reaffirming its leadership in hosting high-level gatherings,” Frasco bared.
Frasco said that the development of the MICE industry is crucial for generating livelihood and employment in the Philippines. Cebu's MICE infrastructure, such as the SMS Convention Center and the forthcoming Expo Center, is expanding. The Philippine gastronomic potential study was launched, showcasing Cebu's role in Filipino cuisine.
Infrastructure development is a central pillar of the Marcos administration's development strategy and over four billion pesos have been invested in tourism road projects in Cebu since 2022, with plans for seven billion pesos more in 2026, she added.
Tourist convenience and mobility improvements are
being addressed—such as the lack of clean restrooms along tourism routes with
the construction of four tourist rest areas in Cebu. The Cebu hop-on, hop-off bus tours are being
launched to improve mobility and link key attractions.
Local government units are encouraged to integrate last-mile infrastructure into their tourism master plans; and the private sector is urged to invest in forward-thinking solutions to enhance Cebu's tourism offerings.
In terms of connectivity and air routes, Cebu has direct connections to major cities across the world, including Seoul, Tokyo, Dubai, and Bangkok. The Mactan Cebu International Airport has been awarded Asia's best airport and is expanding with a new parallel runway.
“Cebu is gaining momentum as a cruise destination, with 127 cruise calls expected in 2025. The Cruise Visa Waiver Program has issued over 4400 waivers to streamline arrivals for cruise guests,” Frasco shared.
Cebu's diving and education tourism are developing fast. Cebu is now a leading diving destination with premier sites like Malapascua, Moalboal, and Mactan, and a hyperbaric chamber is being installed to ensure diving safety at Malapascua.
Cultural and creative tourism is also being showcased at the World Expo 2025 in Osaka, Japan. The Philippine pavilion at the Expo has received over 400,000 visitors in two months with cultural programs supported to elevate heritage, arts, and craftsmanship. The Filipino brand of service excellence is being trained in front liners and tourism workers.
“I call on the private sector in Cebu to invest in bold ideas and embrace innovation. I’m urging the private sector to deliver the kind of tourism experience that today's travelers expect and Cebu is being encouraged to lead in emerging sectors such as MICE, education, leisure, adventure, wellness, and gastronomy. The potential for Cebu to lead the country and the world in tourism is a reality,” Frasco bared. (Photos: CCCI/FB)
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