The Philippine Travel Agencies Association (PTAA) on Wednesday said it will assist the government in pushing for the development of the Philippines as the new Asian Meetings Incentives Conventions and Exhibitions (MICE) destination.

PTAA vice president for inbound John Paul Cabalza said they will be working closely with the Department of Tourism and the Philippine Convention and Visitors Corp. (PCVC) in the promotion of the various MICE venues in the country.

“This is a market that has yet to be fully developed. There is a lot of potential for MICE, especially now with the arrival of new hotel investments in the country,” Cabalza said.

“The first step is for us to promote MICE domestically among the different sunshine industries in the country because they count companies and organizations that continually hold conferences and trade fairs on a yearlong basis,” he said.

The Philippines last year was not in the top five MICE destinations in Southeast Asia with Hong Kong, Thailand, Singapore, Malaysia, and Indonesia accounting for US$ 587 million or 18 percent of Asia’s US$ 3.25 billion revenue.

Still, Cabalza said MICE should be developed in the country for the multiplier effect it has on the economy.

“Alone, MICE is an industry by itself. It is not just about tourism as other industries benefit from it by attracting potential investors,” Cabalza said.

Cabalza believes that with the Philippines at par with the technological know-how and expertise in running events, the construction of new hotels in the country would provide some of the infrastructures needed for MICE in the country to be competitive.

There are 20 new hotels worth P50 billion that will open in the country this year including Shangri-La Resort and Spa in Boracay, Imperial Palace Waterpark Resort and Spa in Cebu, and Newport Marriot Hotel and Maxims Hotel both in Manila.

It is also expected that more new hotels will open in Cebu, Palawan, Bohol, and Metro Manila over the next three years with a combined capacity of 8,000 new rooms.

Cabalza said some of the PCVC activities they will be supporting include the I Travel/ I Explore M.I.C.E. Buyer Invitational Programme, Philippine M.I.C.E. Marketing Conference, and the 9th Philippine Travel Exchange.

“These are activities that will build on the Philippines as a MICE destination,” Cabalza said.

Established in 1979, the PTAA is recognized as the leading partner of the government in the development and promotion of tourism in the country.

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