SM HOTELS and Convention Corp. (SMHCC), the hospitality unit of SM Prime Holdings Inc., is investing P5.3 billion over the next five years to expand its footprint in the meetings, incentives, conferences and exhibitions (Mice) sector, beginning with two major projects in Cebu and Pasay.
The company’s push into large-scale event infrastructure will begin with the opening of the SMX Convention Center Seaside Cebu in the third quarter of 2026. Touted as one of the largest and most technologically advanced MICE venues in the Visayas, the facility will offer more than 21,000 square meters of leasable space across six levels. It will be directly integrated with the SM Seaside Arena and SM Seaside Cebu Mall.
Cebu, one of the country’s top 10 provincial economies in 2023 based on size and its share of the national gross domestic product, is seen as a key growth node for business events, according to the Philippine Statistics Authority.
Following the Cebu launch, SMXCITE—a new convention center at the Mall of Asia Complex in Pasay—will open in the first quarter of 2027. The development, which broke ground in April, will add 18,000 square meters of leasable event space to the existing 17,000 square meters at SMX Manila, enabling the hosting of large and concurrent events.
“Our expansion into Cebu and Pasay reflects our strong belief in the potential of these cities. By building next-generation venues with scale and flexibility, we are enabling more communities to benefit from the business and tourism opportunities that MICE events bring,” Peggy Angeles, executive vice president of SMHCC told the local bourse on Friday, June 27, 2025.
The new venues are designed with spacious pre-function areas, full back-of-house facilities, and integrated digital infrastructure to support large-scale conventions, exhibitions, and international events.
Each SMX location is co-located with malls, hotels, and transportation hubs for ease of access.
The expansion is part of SMHCC’s broader strategy to decentralize event hosting beyond Metro Manila and stimulate local economies in emerging urban centers. / KOC