Far from being just a leisure destination, Cebu is one of the best-positioned M.I.C.E. (Meetings, Incentives, Conventions, and Exhibitions/Events) destinations in our country, not only because of its capability to cater to the business traveler's needs, with its improved facilities and the presence of an international airport, big hotels and convention halls of international standards, but more so because of its enthusiasm and determination to be one of the best meeting, incentive, convention/exhibition and event destinations in Asia.
It is that same Cebuano spirit and attitude towards M.I.C.E. which we hope will spread all over the country. While some other sectors are still questioning the wisdom of investing in the M.I.C.E. industry, and wondering why Cebu is so bullish about it, we know exactly why. That is because Cebu “gets it”.
Cebu understands that M.I.C.E. is a niche market that brings in large numbers of people that help stimulate economic activities, generating not only immediate economic revenue, but also international goodwill and positive publicity for the host destination.
M.I.C.E. is a lucrative market segment in the Philippines primarily because of our competitive advantage in terms of convenient location, a friendly English-speaking people, low cost labor, and world-class natural attractions.