Tuesday, July 8, 2025
Cebu is charting an ambitious course toward becoming a premier hub for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry in Southeast Asia, with strong support from industry leaders like Dato Vincent Lim, President of the Asian Federation of Exhibition and Convention Associations (AFECA). Speaking exclusively to Travel and Tour World during the Cebu MICE Alliance 2025, Lim praised Cebu’s momentum while offering crucial insights into what it will take for the city to achieve lasting success in the global MICE arena.
For Dato Vincent Limm President, Asian Federation of Exhibition and Convention Associations (AFECA), Cebu represents a fresh frontier in the Philippines’ growing MICE landscape. Visiting Cebu for the first time, Lim acknowledged its position as the nation’s second city after Manila and recognized the government’s focused push to elevate Cebu as a top-tier MICE destination. “This is a good initiative to promote the industry,” he shared, pointing to the significant infrastructure projects already in motion.
Among the most anticipated projects is the upcoming Megaworld Convention Center, which Dato Vincent Limm President, Asian Federation of Exhibition and Convention Associations (AFECA) believes will be a transformative asset for Cebu. “It will definitely give the opportunity for the market to expand and to grow,” he emphasized. With a sizable venue, Cebu can finally host not just small meetings and niche events but large-scale conferences and exhibitions that attract both domestic and international delegates.
Infrastructure is Key
Reflecting on lessons from Malaysia’s own successful MICE journey, Lim stressed that everything begins with infrastructure. “Before an exhibition or conference, everything starts with the venue, infrastructure, logistics, and connectivity,” he explained. Without these foundational elements, cities struggle to attract large events and deliver seamless experiences to business travelers.
Once the “hardware” is in place—the physical venues, airports, transportation networks—the next step is developing the “software.” For Lim, this means creating services, hospitality standards, and marketing efforts tailored to the business events sector. “You’ve got to go step by step,” he advised, underscoring the importance of careful, staged growth rather than rushing into the competitive MICE market.
Defining Cebu’s Unique Identity
However, infrastructure alone is not enough. Lim strongly advocates for Cebu to carve out its own distinct identity. “Cebu should have their own uniqueness and their own attractions,” he said. Cities that succeed in the MICE world don’t simply replicate what other destinations offer—they showcase what makes them irreplaceable.
He encouraged local stakeholders to focus on branding Cebu in a way that emphasizes experiences and attractions that cannot be found elsewhere. Whether it’s cultural heritage, natural landscapes, culinary diversity, or community-driven tourism, these unique selling points help define a destination’s place on the global MICE map.
Strategic Positioning Matters
Lim also highlighted the importance of strategic positioning. “Cebu needs to position itself clearly,” he said. The city must decide where it wants to focus: meetings, incentives, conventions, exhibitions—or a balanced mix of these segments. Understanding market demand and the city’s capacity is essential to avoid overpromising and underdelivering.
“Once you know what the demand and the potential of the market can do for you, you can plan properly,” Lim added. By analyzing trends, target industries, and key source markets, Cebu can tailor its offerings to attract the right events and build sustainable growth.
A Regional Ripple Effect
Cebu’s ambitions could have far-reaching impacts beyond the Philippines. Lim suggested that Cebu’s success could strengthen Southeast Asia’s broader appeal as a MICE region. As connectivity grows and regional collaborations intensify, cities like Cebu are positioned to benefit from multi-destination business event itineraries.
This regional dynamic fits perfectly with modern business travelers who seek both productive meetings and memorable cultural experiences. “It’s about creating learning journeys, not just events,” Lim explained. Corporate groups increasingly want to combine business with leisure, education, and authentic local interactions—a trend Cebu seems ready to embrace.
The Road Ahead for Cebu
For Cebu’s MICE stakeholders, Lim’s message was clear: while the journey is just beginning, the city’s progress so far is promising. The planned Megaworld Convention Center stands as a symbol of Cebu’s readiness to compete on a global stage. Yet Lim cautioned that success won’t happen overnight. Sustainable growth will depend on thoughtful planning, strategic branding, and coordinated efforts between government, private sector players, and local communities.
As airlines add routes, hotels expand their offerings, and new venues rise, Cebu’s profile in the MICE industry is set to grow. The city’s unique blend of tropical charm, urban convenience, and emerging infrastructure offers a compelling value proposition for event planners seeking fresh destinations.
Lim concluded his conversation with optimism. “This is a good start for the future development,” he said, echoing a sentiment that resonates across Cebu’s tourism and business circles. If the city continues on its current path, it may soon become a beacon for business events in Southeast Asia.
