CEBU is poised to become a leading international hub for meetings, incentives, conferences, and exhibitions (Mice), with global projections indicating the industry will generate over 90.6 million jobs worldwide in the next decade, predominantly in the Asia-Pacific region.
This was the central focus of the Cebu Business Month (CBM) 2025 Tourism Forum, held Thursday, June 26, 2025, at the Sky Hall in SM Seaside City Cebu.
Under the theme “Mice Ready: Staging Cebu for the Global Platform,” the forum gathered tourism and business leaders to strategically advance Cebu’s Mice capabilities.
It formed a key highlight of CBM 2025, bringing together stakeholders from the Department of Tourism (DOT), Mice experts, and international delegates.
Global travel and tourism leader Liz Ortiguera, in her keynote address, highlighted the Mice industry’s rapid expansion, noting a 10 percent compound annual growth rate.
She emphasized its crucial role in economic development, particularly in Asia Pacific.
“Our industry will create 90.6 million jobs globally, with the majority in Asia Pacific,” Ortiguera stated, expressing optimism for the region’s future. “Travel is a force for good, and we’re an industry that creates jobs for people.”
Global trends
Ortiguera outlined seven global trends shaping the Mice sector:
Hybrid events are now standard, adopted by 72 percent of planners.
Sustainability drives change, with 87 percent of organizers aiming for green practices. Ortiguera stressed that those who “stand out by being green” gain a competitive edge.
Technology enablement and Artificial Intelligence (AI), including augmented, virtual, and extended reality (AR/VR/ER), transform event delivery.
Diversity and inclusion are growing pushes, with 92 percent of planners seeking equitable representation.
Wellness and safety are paramount.
Authentic cultural experiences, such as the Balinese village procession Ortiguera recounted, resonate
with attendees.
Attracting talent and nurturing staff are essential for a robust workplace culture.
DOT Secretary Christina Garcia Frasco said Cebu’s central role in national tourism growth, citing substantial infrastructure investments and a strong Mice vision.
“Since 2022, we’ve implemented over P4 billion in tourism road projects across Cebu,” Frasco said. “For 2026, we’re proposing P7 billion more to open new corridors, connect destinations, and
ease congestion.”
Frasco acknowledged current challenges including traffic, unstable utilities, and rising costs.
She emphasized the need for better mobility, consistent power and water access, and affordability to improve the visitor experience and attract investment.
“Cebu is not just a crown jewel—it is our blueprint for the future,” Secretary Frasco declared.
She urged local government units to strengthen last-mile connectivity and called on private investors to support sustainable and inclusive solutions.
Frasco concluded that Cebu’s tourism strategy must transcend mere numbers, focusing instead on meaningful, creative, and culturally rooted experiences to ensure future readiness. / Ashley Judd F. Alon, UV Intern