MEETINGS, INCENTIVES,

CONVENTIONS AND
EXHIBITIONS (MICE)
OBJECTIVES:
1. Discuss the different businesses that support the tourism
industry
2. Identify different event settings that creates a positive
impact on the industry as well as the economy
3. Discuss MICE in relation to the tourism industry
Development of the Philippine Convention Industry

Official government policy in 1976

Philippine International Convention Center (PICC) : Southeast Asia’s
first full-fledged convention center
Philippine Convention Bureau (PCB) : a government corporation
dedicated to the promotion of Philippines as a meetings and
convention destination.
International Monetary Fund - World Bank Joint Conference :
signaled the entry of the Philippines into the world conventions
market.
Philippines has hosted some of the biggest and most important
international and regional meetings, conferences, conventions,
congresses, and events that have made its capital city, Manila,
one of the acknowledged “Convention Cities” of the world.
Philippine Convention Bureau (PCB) : reorganized in 1987 to
become the Philippine Convention and Visitors Corporation.

Now known as Tourism Promotions Board (TPB), in response to

market developments which embraced the new, more specialized,
and quality-oriented Incentive Travel Industry.

MICE, which stands for Meetings, Incentives, Conventions

and Exhibitions/Events.
THE ROLE OF THE TOURISM PROMOTIONS
BOARD (TPB)
Tourism Promotions Board (TPB) : a corporate body attached to
the Philippine Department of Tourism (PDOT)
It is responsible for marketing and promoting the Philippines as
a global tourism destination.
Specifically, it shall market the Philippines
as a major convention destination in Asia:
1. Attracting
2. Promoting
3. Facilitating
4. Servicing large-scale events
5. International fairs and conventions
6. Congresses
7. Sports competitions
8. Expositions and the like.
Conventions and Incentive Travel (CIT) Unit provides:
◦ comprehensive information, technical assistance and guidance to
planners, organizers, association and corporate executives,
government and non-government institutions, and other entities
who seek an ideal venue for their meetings, incentive travel
groups, conventions, exhibitions and events.
The TPB offers its experience and expertise through the
following wide range of services and business solutions
to convention and meeting planners and incentive travel
organizers:
SALES AND PROMOTIONS
Aggressive Philippine participation in MICE-specific international
trade shows and expositions, the conduct of sales missions
abroad; and the organization of regular MICE Buyer Invitational
Programs to the Philippines.
BID PREPARATION
◦ Matching international account leads with local counterparts with
the potential to bid; technical assistance in the planning,
preparation, and submission of Philippine Bid Proposals; active
assistance in soliciting multisectoral support and in drawing up a
total package of benefits and privileges for Bid Presentions before
international decision making Boards and entities.
LIAISON SERVICES
Coordination between the international Host Committee and
the Local Counterpart Organization; assistance in matching the
international organization’s requirements with suitable
Philippine facilities and services; locating and endorsing
PDOT/TPB-accredited and professional MICE suppliers; and in
liaising with government and other relevant local entities for
necessary permits, endorsements and authorities.
PROMOTIONAL MATERIAL SUPPORT
Provision of an adequate supply of specialized information
materials on the Philippines as an ideal destination for MICE
groups, marketing paraphernalia like audio visual presentations,
Delegates’ bags and kits, giveaways, specially printed materials
and other materials as required.
TECHNICAL VISITS
Coordination and organization of technical visits of international
MICE Clients in relation to a bid or a hosted/booked MICE
account.
ATTENDANCE PROMOTION
Assistance in promoting attendance to booked events through
its network of foreign and domestic offices.
CONVENTION AND
EXHIBITION FACILITIES
 PHILIPPINE INTERNATIONAL
CONVENTION CENTER (PICC)
◦ CCP Complex, Roxas Boulevard, Manila, Philippines

◦ An architectural landmark on its own, housing works of

various Filipino master artists in painting, the Philippine
International Convention Center made history as Asia’s
first convention center, setting a trend that led to
countries to build their own.

◦ It provides the perfect venue for every gathering and

purpose. It offers excellent facilities for meetings,
conventions, exhibits and special events – a Plenary Hall
that can seat more than 3,500; an elegant Reception
Hall, Exhibit Areas and other meeting rooms.
SMX CONVENTION CENTER
◦ Seashell Drive, Mall of Asia Complex, Pasay City,
Philippines
◦ The country's newest and largest privately-run exhibition
and convention center, SMX is a world-class venue for
international exhibitions, large-scale local trade events,
major medical and other industry conventions and
corporate functions.
◦ It is an integral part of the Mall of Asia Complex, an
innovative business and leisure park that addresses the
needs of every event organizer. Its proximity to the Mall
of Asia integrates business with recreation, shopping and
entertainment.
◦ With future development plans for hotels and a 12,000-
seat Arena, the Mall of Asia Complex is envisioned to be
the "New Convention Destination in Asia."
WORLD TRADE CENTER – MANILA
◦ Gil Puyat Ave. Extension cor. Diosdado Macapagal
Boulevard, Manila, Philippines
◦ In the Philippines, World Trade Center Metro
Manila is the first world-class exhibition center
which was inaugurated on November 1996. The
first of two exhibition halls cover a total floor
space of 8,300 square meters.
◦ Set to be added to the complex in the near future
is another exhibition hall, a high-rise
office/commercial building, as well as a hotel. It
will house the offices and club facilities such as
restaurants, lounges and other amenities.
CEBU INTERNATIONAL CONVENTION
CENTER (CICC)
◦ C. Seno St. Corner Quano Ave. North Reclamation Area,
Mandaue City, Cebu, Philippines
◦ It is a structure built by the Cebu Provincial Government
in time for the 12th Asean Summit in January 2007 and
the 2nd East Asia Summit.
◦ It is a three-story structure with a gross floor area of
28,000 square meters and situated on 3.8 hectares of
land in Mandaue City.
◦ It features an International Media Center, a large
Plenary Hall, an Exhibition Hall, and several Meeting
Rooms. The Cebu International Convention Center is an
ideal venue for conventions, meetings, trade shows,
business conferences, sports, corporate events,
expositions and other special events.