Philippines shines as ‘premiere global MICE destination’ at MICECON2024

MANILA, Philippines — MICECON 2024, touted as the biggest gathering of M.I.C.E. (Meetings, Incentive Travel, Conventions, Exhibitions) professionals in the country concluded at the SMX Convention Center in Clark, Pampanga this week.

The three-day conference from July 10 to 12, organized by the marketing arm of the Department of Tourism, Tourism Promotions Board (TPB),  puts the spotlight on Philippines as a premier global MICE destination.

This year, its theme is “MICE XD: Xperience Diversified”, focused on technology, inclusion and diversity.

The 3-day conference, organized by the @philippines_tpb, puts the spotlight on Philippines as a premiere M.I.C.E. destination. #MICECON2024’s theme is "MICE XD: Xperience Diversified”, focusing on technology, inclusion and diversity. #MICEConClark @PhilstarNews pic.twitter.com/9r7emO4ont

In her keynote speech during the opening of the MICECON Festivities on Thursday, TPB Chief Operating Officer Maria Margarita Montemayor Nograles unveiled the "MICE Philippines: We Take Your Business to Heart," a transformative program and message designed to position the Philippines as a premier global destination for MICE.

“A Global MICE with a stronger sales force, an empowered private sector and the full of support of government all embodied in the Filipino Brand of Service Excellence,” Nograles said.

“With MICE Philippines: We Take Your Business to Heart, our goal is clear: We will establish the Philippines as a premier MICE destination known for its world-class experiences, top notch facilities and unparalleled hospitality,” she said.

Frasco said that the development of the country’s MICE sector is essential to the government’s goal of generating employment opportunities for Filipinos.

"By positioning the Philippines as a premier MICE destination, we foster economic growth and provide invaluable opportunities for our people. The theme of this year’s conference, 'MICE XD: Xperience Diversified,' is particularly poignant as it focuses on technology, inclusion, and diversity—key factors that will shape the future of our industry. Embracing technological advancements allows us to innovate,” Frasco said.

She explained that by empowering