Meetings in the Philippines: A People-First Culture in a Booming MICE Industry

In July, the Philippines’ Tourism Promotions Board (TPB) organized MICECON in Clark, Pampanga, marking a new chapter in the country’s MICE strategy to promote meetings in the Philippines. With the launch of the new ‘We Take Your Business To Heart’ initiative, the TPB aims to strengthen the country’s position as a rising star in the Asian MICE market, leveraging its natural assets and human capital to attract global business events.

This initiative highlights the renowned warmth and dedication of Filipino hospitality, which extends beyond leisure tourism into the business events sector and hosting meetings in the Philippines. People have always been one of the Philippines’ strongest assets, and the country has a large, professional, English-speaking workforce that delivers naturally warm and attentive service.

Additionally, the country’s unique geographic diversity — an archipelago of 7,641 islands — offers MICE event planners a range of stunning backdrops for corporate meetings, retreats, exhibitions and incentive travel.

Strategic training initiatives driving MICE growth

At the heart of the country’s push to become a top MICE destination is workforce development, a cornerstone of TPB’s strategy. By investing in training programs, the Philippines is elevating service standards in established hubs like Manila and Cebu, while also nurturing emerging provinces with untapped potential as a MICE destination. The TPB’s training programs, developed in collaboration with industry experts, academic institutions, and government agencies, are designed to meet global standards.

Key modules include MICE 101: Introduction to MICE, looking at economic contributions of the sector and how stakeholders can make the most of their unique offerings; and MICE 102: Strategic Event Planning helps participants understand how to attract, design, and execute events. Other modules cover specialized areas like MICE 103: Events Marketing; MICE 104: Risk Management; MICE 105: Financial Management, and MICE 106: Event Design — each vital to equipping both government and private sector players with the knowledge to grow the MICE industry in their locales.

Unlocking potential in regional destinations

As part of its regional outreach, the TPB has rolled out its MICE training programs in several key locations across the Philippines, unlocking new possibilities in lesser-known but promising provinces.

Over the past two years, a MICE program has been successfully launched in Oriental Mindoro, one of two provinces on the island of Mindoro. Known for its sandy beaches and indigenous cultures, Oriental Mindoro offers a mix of natural beauty and cultural heritage, making it a great choice for incentive trips, corporate retreats, and meetings that prioritize relaxation and cultural engagement.

In Mindanao — the second largest island in the Philippines — provinces like Cagayan de Oro, a gateway to the island, as well as Zamboanga del Norte, have benefitted from these trainings, with Davao City already leading as a well-established MICE destination. Mindanao’s unique combination of urban growth and natural beauty offers event planners an exciting alternative to more traditional business centers.

This year, the TPB rolled out the three-day MICE 101 and MICE 102 trainings in Cauayan, Isabela, in northern Luzon. The city has received an ASEAN MICE award, highlighting its potential for further growth as a MICE destination for domestic and international events. Likewise, the TPB has already introduced these modules to Puerto Princesa City, Palawan’s capital, recognized for its spectacular dive sites and status as a growing cruise destination.

Looking ahead, the TPB will extend its training programs to Sorsogon, a province with unique tourism offerings, including a once-in-a-lifetime swim with whale sharks. These efforts will help Sorsogon diversify its tourism offerings by attracting more MICE events.

Why event planners should consider holding meetings in the Philippines

The TPB’s investment in MICE training across the country demonstrates a clear commitment to delivering world-class MICE experiences when holding meetings in the Philippines. Event planners can expect high service standards, professional expertise, and a deeper understanding of international MICE standards — even in emerging destinations. This consistency is crucial for planners who may want to venture beyond the well-known MICE hubs of Manila, Cebu, and Davao to explore more affordable, off-the-beaten-path locations without sacrificing quality.

The Philippines also offers a growing portfolio of hotels and accommodations, rising connectivity with improved transportation networks, and a diversity of landscapes that allow for seamless transitions between business and leisure. From boardroom meetings to beachside breakout sessions, the Philippines provides event planners with an ideal mix of work and play.

By choosing the Philippines for their MICE events, planners will not only be investing in a destination that values service excellence but also one that delivers unforgettable experiences — making the country a prime candidate for international conventions, corporate retreats, exhibitions and incentive trips.

Contact My Journey Begins Travel to discuss hosting a business meeting or event in the Philippines.