The Philippine MICE Conference (MICECON) returned to Clark after ten years to host MICECON 2024. With the theme M.I.C.E. XD: XPERIENCE DIVERSIFIED, the three-day event, held from July 10 to 12 at the SMX Convention Center Clark was a combined effort of the Tourism Promotions Board (TPB) Philippines, Clark Development Corporation (CDC), and various partners from the private and public sectors.
During the opening ceremony, TPB Chief Operating Officer Maria Margarita Montemayor Nograles stated that the TPB has always been fostering new opportunities for networking, benchmarking, and learning through diverse sessions, workshops, and activities. “Our theme embodies our dedication to embracing new ideas, technologies, and practices that will shape the future of the MICE industry,” Nograles said.
Nograles also proudly shared the “MICE Philippines: We Take Your Business to Heart” program, designed to position the country as a premier MICE destination. “In the Philippines, we welcome not just leisure travelers, but also business professionals. We go beyond telling them—we show them and make them feel that in the Philippines, we take their business to heart,” she added.
opening ceremony of MICECON 2024
With 820 delegates from various MICE sectors and academe in attendance, MICECON 2024 treated participants to a diversified conference experience, starting from their accommodations, the main conference venue, unique and themed social functions, and creative dress codes for the sessions. These initiatives emphasized that Clark is more than just a top tourist destination in the region; it is also one of the top MICE destinations in the country.
In full support during the opening ceremony was the Department of Tourism (DOT) Secretary Christina Garcia Frasco. Citing Clark’s premier status as a tourist and MICE destination, the Tourism Chief emphasized the complementary climate of MICE in the country. “The Philippines is not only able to host conventions; it is also able to offer pre- and post-tours that you will find nowhere else in the world,” she said.
Frasco further underscored Clark’s capacity to hold large-scale conferences. “Clark’s selection as the host of MICECON 2024 is a recognition of its readiness and potential as a premier MICE destination. The Clark Freeport Zone’s accessibility, state-of-the-art conference venues, and comprehensive support services are very well prepared to welcome all the participants of MICECON 2024.”
CDC President and CEO Atty. Agnes VST Devanadera shared statistics and updates on the developments that will position Clark as a premier MICE destination. These include the construction of three new hotels to add to Clark’s existing room count of around 4,100 rooms; the allocation of two hectares of land for the expansion of the SMX Convention Center, as well as the development of business venues within Clark’s existing hotels; a five-hectare plot in CDC for the construction of a convention and cultural center, which is expected to have a maximum capacity of 15,000; the continued expansion of Clark International Airport’s flight portfolio; and the continued work on a train system connecting Clark to its adjacent regions, whose first phase will be completed by 2026.
Anita Mendiratta, founder and lead of AM&A Consulting Firm, one of the conference’s keynote speakers and the special advisor to the Secretary General of the United Nations World Tourism Organization (UNWTO), lauded Frasco’s efforts in keeping the Philippine tourism industry on the right track. “I say gratitude on behalf of the UN Tourism for what you are doing in developing tourism in a way that is smart. It is thoughtful, and it genuinely keeps the business of tourism at heart,” said Mendiratta after the press conference held on the second day of MICECON 2024, also dubbed as MICE Conversations.
Meanwhile, one of the panelists during MICE Conversations, president of the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS) Pamela Pascual, highlighted the economic effects of holding MICE events, whether big or small in scale. “The direct spending of delegates actually trickles down to the various sectors of the local economy,” she noted.
Pascual explained that these events attract international visitors who usually stay and visit local attractions in addition to attending MICE events. “That contributes a lot to sustainable tourism growth and enhances the global visibility of the country as a destination of choice,” she further said.
All about the three-day conference
Ahead of the official opening of MICECON 2024, a select number of delegates were able to participate in four corporate social responsibility (CSR) programs. The MICE market located at the SM City Clark Event Center with over 30 local exhibitors and sponsors, was also officially opened to the public. These exhibitors highlighted tourism packages, local crafts, food products, and other MICE-related businesses within Pampanga.
First-time delegates for MICECON 2024 got to know their fellow participants through an interactive onboarding session. They were grouped together to design creative pitches for popular Filipino dishes, allowing the participants to experience a reimagined way of being oriented for a business convention.
Brilliant young minds from five universities across the country also competed in the MICE Youth Challenge. Students from the University of the Cordilleras came out as champions with their MICE proposal to mount a four-day conference on spices, SPICECON: Malembo Pampalasa.
A welcome dinner held at the new terminal gates of the Clark International Airport treated delegates to a showcase of Kapampangan culture through music, performances, food, artisans/artisanal products, and decorations. The event also highlighted the new terminal’s capacity to be used as an event space. The dinner was graced by the presence of the former President of the country and current Representative of the 2nd District of Pampanga, Hon. Gloria Macapagal-Arroyo; incumbent Solicitor General Menardo Guevarra; and Pampanga Vice Governor Lilia “Nanay” Pineda, alongside executives from DOT, TPB, and CDC.
Meanwhile, several broad and focused discussions were held simultaneously in the last two days of the conference facilitated by speakers who are experts in the field. This gave delegates a chance to choose MICE and tourism-related tracks that best suited their field in the industry. Among the session topics were artificial intelligence (AI) technology, crisis recovery and reputation management, inclusive event planning, balancing digital marketing with the appeal of in-person experiences, and training and upskilling the tourism workforce, to name a few.
What’s next for PH MICE industry
As the conference came to a close on Friday afternoon, its success was a testament to the collective efforts of all who made it possible. Key officials and staff from both the public and private sectors, inspiring speakers, dedicated conference delegates from various industries, and the accommodating Clark locators all played crucial roles in ensuring a smooth and enriching experience for everyone involved.
Nograles expressed her heartfelt gratitude to Devanadera and the CDC team for being the most supportive host city for MICECON 2024. She also underscored the 5-year MICE strategic management plan, which is a pivotal step and pioneering guide for enhancing the Clark Freeport Zone’s reputation as a top MICE destination in the Asia-Pacific region.
Proud of this year’s MICECON’s success, Nograles also addressed the delegates in a packed plenary hall: “You have always been instrumental in the success of each edition of the Philippine MICE Conference. MICECON, at its core, is more than just a conference. It is a transformative experience that promises to reshape how we approach and execute MICE events. Together, we have not only set benchmarks but have also laid the foundation for a dynamic future of the MICE industry in the Philippines.”
The future is looking bright for the MICE industry–not just in Clark, but in the Philippines as a whole. As Nograles said: “We will establish the Philippines as a premier MICE destination known for its world-class experiences, top-notch facilities, and unparalleled hospitality.”