WHAT if the Philippines’s next big leap in MICE competitiveness came, not from building more facilities, but from getting people and institutions to work better together?
This was one of my key takeaways from moderating a discussion panel on ‘Removing the Friction: Policies and Partnerships that Make the MICE Business Easier’ at the Tourism Promotions Board’s ‘MICECONversation 2026.’ The discussion reinforced a simple but powerful message: while world-class venues and Filipino hospitality are important, our ability to bring government, industry, and communities together can create even greater possibilities for the Philippine meetings, incentives, conventions and exhibitions (MICE) sector.
The panel brought together three perspectives: Natalie Lim, chairperson of the Iloilo MICE Alliance; Maria Victoria ‘Leah’ Lara, director of the Iloilo City MICE Center; and, Maria Lourdes Patricia ‘Jing’ S. Lagandaon, chief operating officer of professional conference organizer Global Link MP Events International Inc.
From their vantage points, they demonstrated how collaboration, practical solutions and destination readiness can strengthen the country’s MICE proposition.
Jing highlighted the importance of making event planning more convenient for organizers. With multiple agencies involved in matters such as permits, visas, customs and security, having accessible, consolidated information can help organizers respond to clients more efficiently. She proposed exploring a Tourism Promotions Board (TPB) facilitation desk that could guide organizers through the relevant requirements, contacts and processes.
At the local level, greater consistency in procedures across local government units (LGUs) could likewise help organizers plan events with more confidence, particularly when activities span several jurisdictions. These are opportunities for agencies and destinations to work together toward a smoother experience for both local and international clients.
Iloilo offers encouraging examples of how this can be done. Leah shared how VisitIloiloCity.com serves as a convenient online resource for event organizers, providing downloadable forms, venue directories and supplier information. The city’s MICE ordinance implementing rules and regulations also help clarify procedures and facilitate event planning.
Beyond operational efficiency, Iloilo recognizes that delegates want more than conference sessions and traditional sightseeing. Yoga in public plazas, jogging along the esplanade and cycling tours allow participants to maintain their wellness routines while enjoying the destination. With 16 museums, heritage attractions and historic houses adapted for new uses, Iloilo offers a distinctive blend of business and cultural experiences.
Natalie emphasized the collaborative spirit of the Iloilo MICE Alliance and the importance of aligning stakeholders around common goals. She also cited Vendexpo, an initiative promoting locally made souvenirs, supporting micro, small and medium enterprises (MSMEs), and advancing sustainability and circularity. Combined with the city’s infrastructure and walkable spaces, such initiatives help connect MICE activities with the wider local economy.
These examples illustrate that destination competitiveness is not simply about facilities, but is also about how effectively institutions, businesses and communities work together to create meaningful experiences and lasting benefits.
The discussion brought to mind the ‘Triple Helix of Innovation,’ a framework for collaboration among government, industry and academia, with communities also playing an important role in delivering local impact. Ultimately, partnerships must go beyond memoranda of understanding. They need active participation, accountability and a shared commitment to results.
Strengthening Philippine MICE is a collective undertaking. National agencies can facilitate, LGUs can innovate, industry alliances can coordinate, and businesses and communities can help deliver distinctive experiences.
The TPB’s ‘MICECONversation 2026’ provided a valuable platform for turning these ideas into practical opportunities for collaboration. The next step is to sustain that conversation through concrete initiatives and shared action.
This is the real promise of Philippine MICE: not simply bringing people together for events, but bringing stakeholders together to create lasting value.
Octavio Peralta is founder and volunteer CEO of the Philippine Council of Associations and Association Executives (PCAAE), the ‘association of associations.’ The PCAAE will hold its 14th Annual Associations Summit (AS14) on November 24, 2026 at the Asian Institute of Management. The views he expressed herein do not necessarily reflect those of the BusinessMirror. E mail: bobby@pcaae.org