PH eyeing bigger slice of US, Japan, South Korean MICE markets

The Department of Tourism (DOT), with the Tourism Promotions Board (TPB), opened the MICE (meetings, incentives, conferences and exhibition) Conference this year on July 11 at the SMX COnvention Center inside the Clark Freeport Zone in Pampanga.| PHOTO: Official Facebook page of DOT Philippines

The Philippines is looking to get a bigger share of the meetings, incentives, conferences and exhibitions (MICE) markets of South Korea, Japan, and the United States, with the government eyeing to forge strategic partnerships to promote the growth of the industry.

Tourism Secretary Christina Garcia Frasco on Thursday identified these countries that they are planning to forge an agreement to promote the growth of the industry.

“We foresee the expansion of the existing partnerships with countries like South Korea, Japan and, of course, the United States which makes up our top source markets,” she said during the press conference on the sidelines of the MICE Conference 2024 at the SMC Convention Center inside the Clark Freeport Zone in Pampanga.

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Frasco said the Philippines also has the full tourism experience to offer MICE travelers while they are 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 one else in the world. And so, there is a very complimentary climate for MICE in the Philippines,” she said.

Further, the tourism secretary said that the government is continuously stepping up its policies and programs to ensure the safety of these MICE travelers.

“Overall, the safety and security of tourism in the Philippines is a priority agenda of the Marcos administration. This is evidenced by our continued collaboration with the Department of Interior and Local Government in terms of the training of our tourist police,” she said.

According to Frasco, over 7,800 of these specialized police personnel have been trained.

“We have since expanded this program to not only include our uniformed personnel in tourist destinations, but as well as our police auxiliary forces in our local government units,” said Frasco.

Further, she said that the government has also established 10 facilities designated as “tourist rest areas” to ensure that the journey of these travelers in the country is made as convenient as possible.

Moreover, Frasco said that they are constructing at least 22 more of these tourist rest areas across the country.

The DOT’s Tourism Promotions Board on Thursday opened the MICE Conference 2024, a three-day affair touted as the biggest gathering of MICE professionals in the country.

This year’s conference is focusing on technology, inclusion and diversity as key factors in shaping the future of the country’s MICE industry.