THE global Mice (Meetings, Incentives, Conferences, and Exhibitions) industry is projected to create over 90.6 million jobs in the next 10 years, driven by emerging trends that also fuel Cebu’s aspirations to become a top international Mice destination.
This was the key message during the CBM 2025 Tourism Forum held on June 26 at the Sky Hall, SM Seaside City Cebu, with the theme “Mice Ready: Staging Cebu for the Global Platform.” The forum is one of the major highlights of Cebu Business Month (CBM) 2025.
Liz Ortiguera, global tourism leader and keynote speaker, emphasized Mice as a fast-growing industry that plays a crucial role in job creation and economic development, particularly in the Asia-Pacific region.
“Our industry is going to create a tremendous amount of jobs, 90.6 million globally. And the majority of them will be here in Asia Pacific, which is very exciting,” she said.
“I think, travel is a force for good, and we're an industry that creates jobs for people,” she added.
She noted the industry’s 10 percent compound annual growth rate (CAGR), which outpaces most sectors, including in regions like the Visayas.
In her keynote address, Ortiguera also identified global trends shaping the MICE industry. One of which is the rise of hybrid events, which are now a standard requirement for 72 percent of meeting planners.
She also highlighted sustainability as another major trend, with 87 percent of event organizers opting for green practices and encouraging the use of local suppliers.
The integration of technology and AI through artificial intelligence, augmented and virtual reality is also transforming event experiences and engagement as part of its key, she added.
Diversity and inclusion are also now key priorities of the Mice trend, with 92 percent of planners looking for events that reflect inclusive values.
“One way to do this is to diversify and support your local suppliers. Make sure that you're sourcing as much as possible,” said Ortiguera.
The importance of authenticity in creating memorable events is another trend, with Ortiguera citing examples such as cultural village processions in Bali.
Wellness is also a growing consideration, as post-pandemic attendees now prioritize health and safety when joining large gatherings, she said.
Ortiguera also underscored the need for investment in Mice talent, stressing the importance of staff well-being and creating workplaces that attract top professionals.
To strengthen Cebu’s Mice identity, she advised aligning venue design with cultural branding, highlighting the local experience, and ensuring seamless logistics.
She also recommended tapping into Cebu’s strengths in hospitality, creativity, and musicality, while continuously enhancing operational capabilities.
She also stressed the significance of the Filipino brand of service excellence and the importance of cultural pride and national identity in differentiating the Philippines as a destination.
The CBM 2025 forum was opened by its overall chairman Anton Mari Perdices, who thanked the participants for their commitment to tourism excellence. He expressed confidence in Cebu’s readiness to meet global standards.
“Cebu is not only preparing for global attention but is determined to remain at the forefront by offering experiences that resonate long after delegates return home,” he said.
Visionary leadership of Tourism Secretary Christina Garcia Frasco, whose national efforts to raise tourism standards complement Cebu’s local ambitions.
Tourism Secretary Christina Garcia Frasco reinforced Cebu’s Mice potential, saying it aligns with the National Tourism Development Plan (NTDP) 2023–2028, which positions Mice as a pivotal driver of tourism growth.
Frasco acknowledged existing challenges such as traffic congestion, water and electricity stability, and rising costs, emphasizing that infrastructure development remains a central pillar of the Marcos administration's strategy.
She urged local government units to integrate last-mile infrastructure and service utilities into their tourism master plans and encouraged private sector partners to invest in sustainable solutions.
"When we strengthen our foundations in mobility, water, power, and affordability, we do more than enhance the visitor experience. We build a Cebu that is truly future-ready," she said.
Frasco urged stakeholders to embrace innovation and collaborate, saying "Cebu is not just a crown jewel in the Philippines, it is our blueprint for the future. Together, we will not just move forward, we will lead."
She said this is to show the world that Cebu is not just a destination, but a standard for excellence, resilience, and vision. (Ashley Judd F. Alon, UV intern)