MICE - A New Paradigm for

Tourism
8th UNWTO Asia/Pacific Executive Training
Program on Tourism Policy and Strategy Bali
28 April to 1 May 2014
The Philippines In Brief
MICE Information
• Air accessibility
The main gateway to the Philippines is the Ninoy Aquino International
Airport in Manila, covering around 80% of total available air seats.

An average of 26,164 seats are available at NAIA daily, broken down as

follows:
Total Seats Terminal 1 Terminal 2 Terminal 3
Available
(Terminals 1-3)
M, W, Th, Sa, Su 26,109 20,197 792 5,120
Tu, F 26,301 20,389 792 5,120

Other international gateways include Clark International Airport, Mactan Cebu

International Airport, and Davao International Airport.
 MICE Information
• Ground transfer (airport to hotel)
All hotels in Metro Manila are within an hour and a half drive from NAIA.

• Hotels
Projected Supply of Accommodation Units by Region - 2016
Region Existing In the Total Planned Total
2012 Pipeline Expansion to
2016
Northern Philippines 71,803 8,215 80,018 3,311 83,329
Central Philippines 61,978 5,129 67,107 5,146 72,253
Southern Philippines 28,622 1,686 30,308 2,061 32,369
Total 162,403 15,030 177,433 10,518 187,951

Source: DOT Accommodation Survey Sept. 2012 + Pipeline Projects + Original NTDP Projections.
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Manila)
MICE Information
• MICE venues (Cebu)
MICE Information
• MICE venues (Davao)
MICE Information
• MICE venues (Laoag, Ilocos Norte)
MICE Information
• Post convention tour options (sightseeing)
8 Major MICE Destinations
• Manila and its environs

• Cebu

• Davao

• Bohol

• Boracay

• Palawan

•Baguio and Banaue

• Vigan and Laoag

Experience Manila
Experience Cebu
Experience Davao
Experience Bohol
Experience Boracay
Experience Palawan
Experience Baguio & Banaue
Experience Vigan & Laoag
M.I.C.E. IN THE PHILIPPINES
 1976 - Establishment of the Philippine Convention Bureau (PCB)

 1977- Launch of the “Make it Manila” campaign

 1979 - Sub-thematic campaigns: “Make It Cebu”, “Make It Zamboanga” and “Make It

Baguio”.

 1980: A banner year for PCB

The Philippines hosted four (4) major international events:
- PATA Conference
- World Tourism Conference (WTC)
- 20th Congress of the International Hotel Association (IHA)
- 50th ASTA World Congress
M.I.C.E. IN THE PHILIPPINES
 1982: Manila becomes top convention city in Asia
Manila moved up from its previous position of eighteenth (18) to eighth (8) in the
Union of International Association’s (UIA) annual listing of leading world convention
destinations, making it the top city the Asian region.

 1994 - 1996
In 1995, the Asian Association of Convention and Visitor Bureaus (AACVB) started its
“Convene in Asia” campaign, focusing the attention of the world on Asia.

In 1996, PCB was reorganized into the Philippine Convention and Visitors Corporation
(PCVC).

The “Convention City: Manila” (CCM) campaign was implemented by

PCVC.
M.I.C.E. IN THE PHILIPPINES
 2001 – “Meetings Make Manila” (MMM) campaign in partnership with the Philippine
private sector introduced a package of incentives to make it rewarding
for M.I.C.E. organizers and planners worldwide to bring their events to
Manila, through substantial discounts and special amenities and
privileges

Unfortunately, MMM was not sustained in view of the new priorities of the DOT.

 2004 - 2009
M.I.C.E. continued to be a non-priority of the DOT and the PCVC was directed to do
general tourism programs and handle/ implement special events.

In 2009, through Republic Act 9593, PCVC was reorganized into the Tourism
Promotions Board.
M.I.C.E. IN THE PHILIPPINES
 2011 – present – With the new administration’s pronouncement that M.I.C.E. will be
one of the priority programs of DOT, TPB renewed its efforts to market the Philippines
as a M.I.C.E. destination

 Bid for/ host high impact international events

 Reconnect with international M.I.C.E. Organizations
 Institutionalize the Philippine M.I.C.E. Conference (MICECON) as the
industry event for M.I.C.E. suppliers and buyers
 Production of Promotional Materials
 Continuous improvement of the Philippines’ ranking in the International
Congress and Convention Association (ICCA) Association Meetings “Top
M.I.C.E. Destinations”
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
M.I.C.E. IN THE PHILIPPINES
Why is the Philippines ideal for MICE?

Modern convention / exhibitions facilities and a wide range

of hotels with high service standards
Why is the Philippines ideal for MICE?

Hospitable, English-speaking personnel in all service industries

Why is the Philippines ideal for MICE?

Unique local culture blending the East and the West, with colorful festivals,
architecture and culinary traditions
Why is the Philippines ideal for MICE?

Superb entertainment and nightlife

Great shopping industry

Why is the Philippines ideal for MICE?

Wide range of sight-seeing possibilities for groups

HOW WE SUPPORT MICE ORGANIZERS
PHASE 1: BIDDING
Assistance to organizations / associations bidding for
international conventions /events in the Philippines:
 Bid assistance
• Comprehensive information on MICE facilities and industry partners
• Gathering multi-sectoral endorsements / support for the bid
proposal
• Negotiating with hotels for special rates
• Drafting pre and post tour programs
• Drawing up a total package of benefits and privileges for bid
presentation before international decision making boards and
entities
 Facilitating ocular inspections and assistance on familiarization tours
 Provision of promotional materials (AVP, tourism flyers and maps)
HOW WE SUPPORT MICE ORGANIZERS
PHASE 2: ATTENDANCE PROMOTIONS
Assistance to organizations / associations conducting regional
and international attendance promotions for international
events to be held in the Philippines:
 Provision of promotional materials (AVP, tourism flyers, posters, maps,
roll-up banners etc.)
 Links to the websites of DOT and TPB
 Inclusion in the DOT / TPB Calendar of Events
HOW WE SUPPORT MICE ORGANIZERS
PHASE 3: ASSISTANCE TO BOOKED EVENTS
 Coordination between the international association and local host
committee
 Facilitating technical visits/ocular inspection by the international
organizing committee
 Negotiating with hotels for special rates
 Facilitation of airport arrivals and departures of Conference VIPs and
Delegates
 Provision of promotional materials (AVP, tourism flyers, posters, and
maps)
 Provision of giveaways / souvenir gifts (depending on the profile of the
event and size of expected foreign participants)
 Drafting pre and post tour programs / tour service
M.I.C.E. INDUSTRY SUCCESS FACTORS
- Strong Asian economy
- Philippines’ investment grade rating from Fitch Ratings and Standard &
Poors in 2013 spur investment in the country
- Philippines as a “rising star” in the world tourism industry, rising to 82
from 94 out of 140 countries in the World Economic Forum 2013 Travel
and Tourism Competitiveness Index
- Growing number of beach and urban leisure and entertainment facilities
that are competitive in the region
- Broad range of natural and cultural heritage tourism assets
Palawan and Boracay: No. 1 and 2 World’s Best Island (Travel+Leisure),
among the top 10 best islands in Asia (TripAdvisor)
 CHALLENGES
Weaknesses Threats
- Limited international airport - Perception of the Philippines as an
infrastructure unsafe destination
- Inconsistent quality of tourist facilities - Competition from other MICE
and services Destinations
- Insufficient air, sea, and road
connectivity to destinations
- Tourism structure (ongoing
reorganization of TPB)
NATIONAL M.I.C.E. STRATEGY
PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN (NTDP)
2011 - 2016

1. Develop and market competitive tourist

products and destinations

2. Improve market access, connectivity and

destination infrastructure

3. Improve institutional governance and human

resources
• Do you have a national MICE Strategy – i.e. government policies and NTO business plans that are focused on
developing MICE business?
NATIONAL M.I.C.E. STRATEGY
NTDP Product Portfolio MICE & Events
Development Priorities Tourism

Nature Health,Wellness,
Tourism and Retirement
Tourism
Cultural
Tourism Cruise and Nautical
Tourism
Sun and Beach
Tourism Diving & Marine
Sports Tourism
Leisure and
Entertainment Education Tourism
Tourism
Philippine MICE Industry – Key Bodies
National
Department of Tourism
Government
Attached Agencies
Agency
MICE and Business Development Unit
Tourism Promotions Unit
Corporate Affairs Unit

Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

National Parks Development Committee (NPDC)

Intramuros Administration (IA)

Duty Free Philippines (DFP)

Philippine Commission on Sports Scuba Diving (PCSSD)

Philippine MICE Industry – Key Bodies

Responsible for marketing and promoting the Philippines

domestically and internationally as a major global tourism
destination, highlighting the uniqueness and assisting the
development of its tourism products and services, with the end
Primary planning, in view of increasing tourist arrivals and tourism investment.
programming, coordinating,
implementing and regulatory Specifically, it is responsible for marketing the Philippines as a
government agency in the major convention destination in Asia. To this end, it shall take
development and promotion charge of attracting, promoting, facilitating and servicing large-
of the tourism industry, both scale events, international fairs and conventions, congresses,
domestic and international, in sports competitions, expositions and the like.
coordination with attached
agencies and other Ensures the regular advertisement abroad of the country’s
government instrumentalities major tourism destinations and other tourism products, not
limited to TEZs. It may also provide incentives to travel agencies
abroad which are able to draw tourists and tourism investments
to the country.
Other key players supporting MICE
GOVERNMENT PRIVATE SECTOR
- Local Government Units - Airlines
- National Government Agencies (OP, - Convention and Exhibition Venues
DFA, DTI, DILG, DPWH, DOTC, etc.) - Hotels / Resorts
- Airport Authorities - PCOs/PEOs
- Ancillary Establishments (PAGCOR) - Tour Operators / DMCs
- Ground Operators / Tourist Transport
Operators
- Ancillary Establishments (Department
Stores, Specialty Shops, Restaurants)
- Business / Corporate Sector
- Association Industry
MICE Resource allocation
(HR + Program)
Officer in Charge of MICE and Business Development

Bids / Trade Fairs /

Special Events Accounts Servicing Invitationals Staff
Supervisor Supervisors (2 pax)
(5 pax)

Special Events Staff Accounts Servicing

(1 pax) Staff (7 pax)

Total Number of Staff assigned to MICE = 17 pax

Philippines’ total budget for MICE = Php 90M (≈ USD 2M)
2. MICE Destination Marketing

2012: Launch of the Department of Tourism Campaign “ It’s More

Fun in the Philippines”
 2. MICE Destination Marketing
 Production of Promotional Materials
To generate positive brand recall for the Philippines and establish the country as a
preferred M.I.C.E. destination in key M.I.C.E. markets worldwide
M.I.C.E. Brochure M.I.C.E. AVP
Business Meets Fun in the Philippines
− Why the Philippines for MICE?
− Past and upcoming MICE events
− MICE destinations in the Philippines
− Latest and upcoming M.I.C.E.
infrastructure developments
2. MICE Destination Marketing
 Reconnect with International M.I.C.E. Organizations
• International Congress and Convention Association (ICCA)
• Union of International Associations (UIA)
• Global Business Travel Association (GBTA)
• The Incentive Association
 High-profile Philippines’ participation in major M.I.C.E. trade shows
To maintain visibility/ presence and generate leads
• Asia-Pacific Incentives and Meetings Expo (AIME) : Melbourne, Australia
• Incentive Travel and Conventions Meetings Asia (ITCMA) : Bangkok, Thailand
• Incentive Travel and Meetings Conventions China (IT&CM) : Shanghai, China
• China Incentive, Business Travel & Meetings Exhibition (CIBTM), China
• Americas Incentive, Business Travel & Meetings Exhibition (AIBTM) : Orlando and
Chicago, USA
• IMEX – Worldwide Exhibition for Incentive Travel, Meetings and Events : Las Vegas
and Frankfurt
3. MICE Capacity Building
• Strategic access infrastructure program between secondary international airports and
strategic destinations
– Improve, rehabilitate, and expand 23 domestic airports and 21 seaports
– Improve, rehabilitate, and upgrade 28 strategic connecting roads with total distance of
approximately 850kms
• Sustainable tourism destination infrastructure program
– Destination Infrastructure
• Provision of water and water treatment (6 locations), power (4 locations), and solid waste
management in (27 locations)
• Design and construction of tourism information centers and support infrastructure (26 tourism
development areas)
• Design and construction of transport terminals and services in (26 tourism development areas)
• Tourism sites access and visitor improvements
– Develop diversified tourism products that engage local communities
• Developing Major Mixed-use Tourism complexes in the vicinity of the International Airports
• Linking local communities to the tourism value chain created by the major mix use tourism
complexes upgraded tourist sites in their vicinity
3. MICE Capacity Building
• Upcoming developments (Manila - 2014)
MICE Information
• Upcoming developments (Manila - 2014)
MICE Information
• Upcoming developments (Manila - 2014)
MICE Information
• Upcoming developments (Manila - 2014)
MICE Information
• Upcoming developments (Manila - 2015)
MICE Information
• Upcoming developments (Bulacan - 2015)
MICE Information
• Upcoming developments (Clark, Pampanga - 2015)
MICE Information
• Upcoming developments (Iloilo - 2015)
MICE Information
• Upcoming developments (Manila - 2017)
Future Plans for MICE in country
• Creation of a M.I.C.E. Brand and Campaign for the Philippines
• Improvement of M.I.C.E. Statistics
• Strengthening of PR and Publicity for M.I.C.E.
• Professionalization of the Local M.I.C.E. Industry
• Production of Sales Tools
• Creation of a Customer Advisory Council for M.I.C.E.
 Thank You

KAREM MIRANDA
EXECUTIVE ASSISTANT / SENIOR PROJECT OFFICER
TOURISM PROMOTIONS BOARD
PHILIPPINES
mcremiranda@morefunph.com