What is the importance of MICE tourism in the Philippines?
- It is one of the fastest-growing economic sectors
- MICE opens the door for international trade
- Events experience a multiplier effect
- Creates a platform for knowledge and technology
- Benefits many sectors and industries
- Targets several tourism segments
Meetings, Incentives, Conferences, and Exhibitions, simply known as MICE, is an industry sector that brings together large groups of attendees for a particular purpose. MICE is an ever-growing part of the business tourism industry and an important contributor to the Philippines’ economy. But what exactly is the importance of MICE tourism in the Philippines, and what does this industry do for us? In this article, we take a closer look at just how this industry presents opportunities for growth and exposure for our local businesses.
It is one of the fastest-growing economic sectors
Traveling for business, leisure, and shopping is a major source of tourism. With more and more people looking at what our country has to offer in these fields, the MICE tourism is quickly becoming one of the most important sectors in our economy.
This is because it provides the best way to build our reputation as a top destination for tourists, as well as connect tourists with the best businesses and products to meet their expectations.
MICE events and activities for tourists are also very carefully planned by the hosting business. They are often held in competitive tourist destinations, which have better safety and security than other areas. These areas also offer more accommodation, culture, leisure, shopping, and food offers than others.
On the other hand, this industry also supports the local economy by increasing the exposure of local businesses, boosting sales, and even creating new business and employment opportunities.
In the Philippine government setting, the Tourism Promotions Board (TPB) www.tpb.gov.ph, an attached agency of the Department of Tourism (DOT) www.tourism.gov.ph, is mandated to market and promote the Philippines as a preferred M.I.C.E. destination.
In 2018, both DOT and TPB became partners of the private sector group PACEOS (Philippine Association of Convention/Exhibition Organizers and Suppliers) and the Department of Trade and Industry (DTI) and its agency, Board of Investments (BOI), in rolling out the Philippine MICE Roadmap 2030. The roadmap is a comprehensive 10-year program that prioritizes the expansion of economic opportunities from MICE and in strengthening the country’s global competitiveness.
MICE opens the door for international trade
The MICE industry doesn’t only promote local tourism, but also international tourism. This is especially the case in countries like ours, where a majority of our workforce is fluent in English. Combined with our reputation as a highly hospitable and friendly locale, this makes us one of the most ideal locations for MICE events.
The fact that the MICE tourism industry puts us in the spotlight is a huge benefit for our economy, as it provides the opportunity for our businesses to engage in international trade and gain the attention of those in other countries.
Events experience a multiplier effect
MICE tourists, as they are brought to the area for a planned purpose, typically spend more time in the area than the average tourist — and do so in larger numbers. This not only means they spend more on accommodations but also more money on things like food, attractions, shopping, and the like.
This is a huge contribution that creates a multiplier effect. Each time a MICE event is held, more high-spending visitors flock to the area, providing high yield and return on investment for event organizers and participating businesses. This, in turn, boosts our economy and its competitiveness.
Creates a platform for knowledge and technology
Under the MICE industry are conventions and exhibitions — two types of events made for the presentation and/or exchange of knowledge and new technology from industry experts and professionals.
Attendees can experience relevant discussions and demonstrations for topics they are interested in. On top of helping them learn more about these topics, it also presents much in terms of economic value, as this new knowledge can be brought to their respective businesses and industries. MICE events are important for the knowledge transfer necessary for development and innovation in many industries.
Post-pandemic, we see the rise of hybrid meeting solutions that take advantage of technological advances that ensure global reach through the most cost-efficient means.
Benefits many sectors and industries
MICE tourism is a multifaceted industry. Each time a meeting, incentive, conference, or exhibition event takes place, many tourism stakeholders are involved. This includes:
- All modes of transport providers (both international and local).
- Accommodation providers (hotels, inns, and the like).
- Venue providers (multipurpose centers, event centers, concert halls, and more).
- Event organizers (including related services such as catering, designers, audiovisual support, etc.)
- Food and catering services.
- Businesses that can provide pre- and post-event opportunities.
- Businesses that participate in or sponsor the events, such as trade shows and exhibitions.
- Social program leaders for delegates and participants.
As you can see, there are many players in a successful MICE event. This means that they provide business to many sectors and industries — not just tourism. And this further shows just how MICE tourism creates a multiplier effect on our economy.
Targets several tourism segments
Tourism is made up of several segments, and MICE tourism, in one way or another, provides opportunities for each segment to participate. Be it cultural tourism, city tourism, gastronomy tourism, or others, attendees are encouraged to experience what each area has to offer.
This is because MICE events often have leisure programs that tap into each of these segments. These are held before, during, and after the main event, to enhance the overall experience and entertainment of attendees.
Key Takeaway
The importance of the MICE tourism in the Philippines lies in the many benefits and advantages it presents for our economy. Not only does it place us in the international spotlight, but it also provides many opportunities for our businesses and cities.
Interested in hosting a MICE tourism event of your own? When it comes to picking the perfect venue, consider the top convention hall in Manila: World Trade Center Metro Manila (WTCMM). Our strategic location, amenities, services, and more can help make sure your event runs smoothly — contact us today to learn more!
