CEBU will be hosting a joint meeting by the United Nations World Tourism Organization (UNWTO) in 2024, an event that business leaders here said will give the province an opportunity to promote its tourism jewels and products, and cement its footing as a top meeting, incentive, convention and exhibition (Mice) player.
The province has been selected as the host of UNWTO’s 36th Joint Commission Meeting for East Asia and the Pacific and the Commission for South Asia next year, which local industry leaders describe as a big-ticket meeting that bodes well for the province’s tourism industry.
Cebu’s hosting was formally announced during the UNWTO joint meetings held in Phnom Penh, Cambodia on June 15-17, 2023. The Philippines, represented by Tourism Secretary Christina Frasco, also secured new roles as vice president of the 25th General Assembly of the UNWTO and chair of the UNWTO Commission for East Asia and the Pacific.
As the new chair, the Philippines will preside over the meetings to tackle concerns within East Asia and the Pacific regions.
“The Philippines’ election is very timely and beneficial for us. Not only will it once again put the Philippines strategically on the tourism map, but the holding of the joint commission meeting in Cebu next year will provide great opportunities for us to showcase our products and services which can redound to economic advantages to businesses in general,” said Melanie Ng, governor of the Philippine Chamber of Commerce and Industry-Central Visayas, in an interview on Saturday, June 17.
The Philippines held a dinner reception to conclude the three-day commission meetings and gave a preview of the Philippines’ hosting in Cebu.
Frasco thanked the UNWTO and member states for supporting the country’s bid, telling the delegates that Cebu has a “rich history being Asia’s cradle of Christianity.”
The province is “home to Asia’s Best Airport under the five million category of the prestigious Routes Asia and promoted the province’s pristine white beaches and azure clear waters, spectacular dive sites, and stunning waterfalls that are all easily accessible from the city,” Frasco added.
Opportunity
Frasco told tourism executives and delegates that the country’s hosting is an opportunity to reintroduce the Philippines to the world as “a nation steeped in culture, heritage and tradition, driven by a young population that is modern with a talent for innovation and entrepreneurship, anchored by our love for country, our sense of family and community, our abiding faith, and our willingness to go the extra mile to treat everyone we meet, as we welcome them into our homes, with gracious hospitality, as we are with an abundance of immensely beautiful natural resources across our 7,641 islands.”
Present during the dinner reception were tourism ministers Thong Khon of Cambodia, Sandiaga Salahuddin Uno of Indonesia, Abdulla Mausoom of Maldives and King Sing Tiong of Malaysia. Also in attendance were vice ministers, tourism leaders and UNWTO delegates from member and associate countries.
Big responsibility
Reacting to the country’s new roles in the UNWTO, Charles Kenneth Co, president of the Cebu Chamber of Commerce and Industry, described it as a big responsibility in addition to taking care of the Philippines.
“East Asia and the Pacific have very similar tourist attractions such as beaches and dive spots. Promoting the region while emphasizing the uniqueness of each country will hopefully bring in more tourists for all,” he said.
Alfred Reyes, president of the Hotel, Resort and Restaurant Association of Cebu, said Cebu’s hosting of the joint meeting next year will bring pride to the country. He expects this to translate to more tourist arrivals and receipts to Cebu.
“Holding international meetings in Cebu will further introduce Cebu and the Philippines to the world. This is good for the tourism industry which is gearing up for a full rebound in 2024,” said Kelie Ko, president of Mandaue Chamber of Commerce and Industry.
UNWTO has six regional commissions-Africa, the Americas, East Asia and the Pacific, Europe, the Middle East and South Asia. The commissions meet at least once a year and are composed of full members and associate members from that region. The Philippines is a member of the Commission for East Asia and the Pacific.
Mice opportunities
In an interview Friday, June 16, Joey Roi Bondoc, senior director for research at Colliers Philippines, said the Mice sector in Cebu is recovering.
Mice activities are an opportunity to target long-haul and high-spending foreign travelers. They also drive hotel demand in the country and lift average daily rates and occupancies.
“Another important consideration is to build more Mice facilities alongside the hotels. Cebu should reinvigorate its stature as a key player in the Mice segment,” said Bondoc, noting that Iloilo, Bacolod and Clark are among Cebu’s competitors in the Mice space outside Metro Manila.
Convention center needed
In March last year, Reyes raised the need for a new convention center in Cebu that can host big Mice activities to decongest Metro Manila of big events.
“Cebu really needs another convention center. Iloilo City already has one and some other areas. This is what I would really ask from the government to really invest in Cebu in terms of putting up a convention center,” said Reyes. “I don’t mind if it would be a private-led project.”
Cebu previously had the Cebu International Convention Center (CICC) which was inaugurated in January 2007. It was built at a cost of P830 million in 2006 for the 12th Association of Southeast Asian Nations Summit and Related Meetings, and the second East Asia Summit in 2007.
Now a decrepit structure, CICC was severely damaged after the 7.2-magnitude earthquake hit Bohol and Cebu in October 2013. The building was further damaged by super typhoon Yolanda (Haiyan) in November of the same year.
Under construction
At present, the SY-led Group of SM is building an SMX Convention Center and SM Seaside Arena in South Road Properties in Cebu City.
The Department of Tourism (DOT) is expected to host several international meetings and conferences in Manila and Cebu this year as it aims to boost foreign arrivals.
The DOT eyes 4.8 million foreign tourists this year, up from 2.7 million in 2022. As of May 15, the Philippines already welcomed 2.029 million foreign arrivals.
The DOT is also working on its Mice Roadmap where it aims to position the Philippines as among the top 10 Mice destinations in the International Congress and Convention Association’s global ranking by 2030. The roadmap also targets Mice revenues to reach P25 billion (US$454.5 million) by 2030, while Mice arrivals are projected to grow by three percent annually from 2020 to 2030.