Cebu aims to shine as global MICE hub

Cebu is mounting a strategic campaign to establish itself as a premier destination for global business events, leveraging a robust infrastructure pipeline and cross-sector partnerships as the Cebu Chamber of Commerce and Industry (CCCI) hosts the Tourism Forum and Experiential Tour, a marquee event of Cebu Business Month (CBM) 2025.

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Held today, June 26, 2025, at SM Skyhall in Cebu City under the theme “MICE Ready: Staging Cebu for the Global Platform,” the forum marks a significant step in positioning the province within the global Meetings, Incentives, Conferences, and Exhibitions (MICE) circuit.

The event brings together top domestic and international tourism stakeholders, event organizers, and policymakers to reinforce Cebu’s standing in a resurgent global business events industry.

Tourism Secretary Christina Garcia Frasco leads the plenary, articulating how Cebu’s development as a MICE hub aligns with the national tourism strategy and supports broader efforts to diversify the Philippines’ regional economic base.

"This forum is a turning point," said Jay Yuvallos, President of CCCI. "We are not only showcasing Cebu’s potential — we are broadcasting our readiness to compete globally."

Today’s forum draws on international expertise through keynote addresses from:

Liz Ortiguera, global travel and tourism executive, who outlines macro trends shaping the MICE and tourism sectors;