The Philippines can host the meeting. The harder task is making delegates remember it.
This was the central message of Dr. John Paolo R. Rivera, senior research fellow at the 草莓视频 (PIDS), during the panel discussion "From Meetings to Memories: Elevating the Philippine MICE Industry" at the 9th Hospitality Philippines Conference (#HPC2026) on September 10 at the Manila Marriott in Pasay City.
Rivera argued that the Philippines already has the facilities, service capabilities, and market-development efforts needed to host meetings, incentives, conferences, and exhibitions (MICE).
The challenge, he argued, is to turn these capabilities into distinctive destination experiences that give delegates a reason to choose the country.
"Capability alone does not differentiate us in Asia," he said, arguing that the industry should compete on what delegates remember, not only where they meet.
He proposed integrating business events more deliberately with the country’s wider tourism economy, including local food, creative industries, heritage sites, nature destinations, communities and regional tourism circuits.
The approach would combine three elements: the venue, which ensures professional event delivery; the place, which provides a distinctive setting through food, heritage and nature; and the people, who create opportunities for human connection through local hosts, creators and communities.
Rivera recommended that every major MICE bid include an experienced specialist to design the delegate’s entire journey, from airport arrival and the main event to destination experiences and an extended stay.
Rather than treating tourism activities as optional additions after a conference, organizers should integrate the destination into the event program from the outset, he argued.
The strategy could create opportunities for local businesses and communities to participate in tourism-related spending while encouraging delegates to explore destinations beyond the convention venue. The presentation framed these as potential benefits rather than quantified economic gains.
Rivera joined Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels and Resorts, and panel moderator Orlando Ballesteros, Vice President for Exhibition of the Philippine Association of Convention and Exhibition Organizers and Suppliers (PACEOS).
The discussion formed part of the 9th Hospitality Philippines Conference, organized by Hospitality Asia on September 9–10 under the theme “Leading Hospitality Forward: Investing in Design, Driving Results.”
Read Rivera's study for further context:
• Philippine Tourism Sectoral Review (2000 to 2025): From Promise to Power: Accelerating the Philippines' Tourism Transformation toward Sustainability, Competitiveness, and Inclusion – ### — NMT
