Cebu, famously known as the “Queen City of the South,” is stepping into the global spotlight as it accelerates its development in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. With three landmark projects on the horizon and a renewed commitment to international tourism, Cebu is emerging as a strong contender in Southeast Asia’s competitive MICE landscape.
On June 26, 2025, the Cebu Chamber of Commerce & Industry (CCCI) will host the Cebu Tourism Forum and Experiential Tour, a flagship event of Cebu Business Month 2025. This highly anticipated gathering of global tourism leaders, event organizers, and corporate buyers will provide an exclusive preview of Cebu’s next-generation MICE infrastructure.
SMX Convention Center Cebu: A Regional Powerhouse
Among the highlights is the SMX Convention Center Cebu, a colossal 40,000-square-meter facility situated within South Road Properties (SRP). Slated for completion by Q4 2026, this venue will rank among the largest in the region. Managed by SM Hotels and Conventions Corp., it is designed to accommodate a spectrum of global events including trade shows, congresses, and corporate summits. Its capacity and flexibility are set to elevate Cebu’s appeal to international planners seeking large-scale venues with top-tier amenities.
SM Seaside Arena: Entertainment Meets Business
Complementing the SMX project is the soon-to-be-completed SM Seaside Arena, a 16,000-seat indoor venue poised to host mega-events—from concerts and esports to major conferences. Scheduled to open by the end of 2025, this multi-functional arena will dramatically expand Cebu’s capacity for hosting global entertainment and business gatherings.
Mactan Expo Center: Seamless Business and Leisure
On Mactan Island, Megaworld Hotels and Resorts is finalizing the Mactan Expo Center, scheduled for a Q4 2025 launch. This two-story venue will feature a 2,500-seat capacity and a design tailored to accommodate trade expos, B2B networking sessions, and tourism fairs. Strategically located near luxury resorts and Mactan-Cebu International Airport, the center bridges business functionality with island leisure.
Tourism Forum to Spotlight Global Trends and Local Readiness
Under the theme “MICE Ready: Staging Cebu for the Global Platform,” the forum will explore cutting-edge strategies in sustainable tourism, digital transformation, and regional competitiveness. Department of Tourism Secretary Christina Garcia Frasco will deliver the keynote, aligning Cebu’s tourism momentum with national goals.
Key international voices will shape the discussion: Liz Ortiguera, a recognized global tourism strategist, will present data-driven insights on MICE trends; Dato Vincent Lim of the Asian Federation of Exhibition and Convention Associations will address regional competitiveness; and Candice Iyog of Cebu Pacific Air will share how improved air connectivity supports the rise of Cebu as a MICE powerhouse.
A Strategic MICE Destination with Global Ambitions
CCCI President Jay Yuvallos describes this juncture as a pivotal chapter in Cebu’s tourism evolution. “We are not just showcasing infrastructure—we’re signaling our readiness to compete on a global platform,” he emphasized. Cebu’s unique value proposition lies in its ability to combine world-class facilities with cultural depth and tropical leisure.
The timing is ideal. As the global business travel industry rebounds post-pandemic, event organizers are seeking fresh, vibrant destinations that offer more than sterile boardrooms. Cebu, with its picturesque beaches, heritage landmarks, and dynamic hospitality sector, delivers an enticing blend of business and pleasure.
Tourism Assets That Complement Business Travel
Beyond its emerging infrastructure, Cebu’s appeal lies in its rich tapestry of experiences. From island hopping in Mactan to heritage walks in Colon Street, Cebu offers event delegates countless opportunities to unwind. The region’s culinary scene—from lechon to sutukil—adds another layer of allure. Cebu’s blend of accessibility, hospitality, and cultural vibrancy makes it a prime MICE destination.
Future Outlook: A New Southeast Asian MICE Hub
With the upcoming completion of these MICE facilities, Cebu is setting a new benchmark for integrated business tourism in Southeast Asia. Its proactive approach, anchored in collaboration between government, business, and tourism sectors, is shaping a blueprint for sustainable and inclusive MICE growth.
As the Cebu Tourism Forum and Experiential Tour nears, the world’s eyes are turning toward the Philippines’ rising MICE capital. With purpose-built infrastructure, strategic vision, and immersive cultural offerings, Cebu is ready to deliver unforgettable, world-class business experiences.
Cebu isn’t just preparing for the future of MICE—it’s building it.
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