Seven years after the launch of the Meetings, Incentives, Conventions, and Exhibitions Roadmap 2030, the Philippines’ performance in attracting international MICE delegates remains shockingly low. Senator Loren Legarda’s incredulous reaction to the Department of Tourism’s (DOT) budget presentation, where it was revealed that a mere one percent of tourist arrivals are for conventions and conferences, underscores the gravity of the situation. With only 60,000 MICE delegates out of nearly six million international travelers in 2024, it’s clear the country is missing out on a significant economic opportunity.
The Tourism Promotions Board acknowledges the need for improvement, citing safety and security concerns as major challenges. While these are legitimate issues, they are not insurmountable, nor are they solely the responsibility of the DOT and TPB to solve. As Senator Legarda pointed out, MICE is a ‘low-hanging fruit’-an area where the Philippines should be excelling.
The lack of comprehensive data on MICE arrivals, particularly pre-pandemic, is a major impediment. The TPB’s admission that gathering this data is a priority for next year is concerning, given that the MICE Roadmap 2030 was launched in 2018. Without a clear baseline, it’s impossible to effectively measure progress and identify areas for improvement.
Even more troubling is the revelation that the DOT has yet to finalize a Strategic Action Plan for the MICE Roadmap 2030. Industry sources claim that they have not been presented with any concrete plans, and that the DOT has only launched a MICE slogan. This lack of action is unacceptable and suggests a lack of commitment to developing the MICE industry.
Compared to its Southeast Asian neighbors, the Philippines lags far behind. Singapore, Thailand, and Malaysia all attract significantly more MICE delegates. While the TPB points to Malaysia’s landlocked status as a factor in its success, Singapore’s dominance in the region demonstrates that strategic planning, infrastructure, and effective marketing are key to attracting MICE events.
The Philippines has the potential to be a major MICE destination. With its beautiful scenery, warm hospitality, and strategic location, the country has much to offer. MICE delegates spend a considerable amount of money and tend to stay longer, making them valuable tourists. To unlock this potential, the DOT and TPB must prioritize the development of a comprehensive and actionable MICE strategy. This includes addressing safety and security concerns, gathering comprehensive data, finalizing the Strategic Action Plan, and working closely with industry stakeholders.
The MICE industry holds immense potential for economic growth and job creation. With a daily expenditure of P6,000 per delegate and an average stay of 11 days, MICE tourists contribute significantly to local economies. We can develop our MICE industry by shifting from mere slogans to effective stewardship. This involves gathering reliable data, creating actionable plans, fostering collaboration across government, and empowering the industry to compete. If the next seven years repeat the past, the country risks missing out on a straightforward opportunity for higher-value tourism. However, if we take action now, the Philippines can still harvest the ‘low-hanging fruit’ outlined in its own roadmap.