ILOILO CITY EYED AS PRIME MICE DESTINATION BY 2021
ILOILO CITY will become a primary Meetings, Incentives, Conferences/Conventions and Exhibitions (MICE) destination in the country by 2021.
This is the target of the Department of Tourism (DOT)-6 during the launching of its P50-million, three-year marketing plan at Richmonde Hotel in Mandurriao district on February 12-13, 2019.
In his presentation of the marketing plan, DOT Undersecretary Arturo Boncato Jr. recognized Iloilo City as the only premiere destination that hosted high profile meetings and tours of the Asia-Pacific Economic Cooperation (APEC) and Association of Southeast Asian Nations (ASEAN).
“Unlike other destinations of the same MICE capacity, Iloilo City enjoys better accessibility and connectivity, infrastructure and facilities, tourism services, and the only destination that has hosted international meetings and conventions like APEC and ASEAN,” he said.
Senator Franklin Drilon, who graced the event as the guest speaker, also emphasized the potential of Iloilo City not only as an engine of growth but also as a tool in helping improve the lives of the people.
“Our goal here is to put our heads together so that we can project our city not only as a livable city but as a viable investment destination and a significant contributor to the economy. In the process, it will improve the lives of our people,” Drilon said.
Under the three-year program implementation, DOT plans to create MICE desk, Iloilo City MICE alliance, MICE guidelines, promotional materials and collaterals.
As part of their strategies, DOT will also be adapting the Philippine MICE Roadmap 2030 such as recognizing MICE as a high value adding industry, improving support infrastructure, building larger scale venues, strengthening MICE research, intensifying MICE marketing and promotions, and adopting international industry standards among others.
The DOT will also be conducting MICE roadshows and training for MICE service.
In her speech, DOT-6 Regional Director Helen Catalbas cited the MICE industry as part of the product portfolio of Iloilo, alongside the other contributing sectors.
“Iloilo as a tourist destination has a product portfolio that includes not only cultural tourism, nature- based tourism, diving and marine sports tourism, educational, leisure, entertainment, shopping tourism, culinary and food tourism but also the MICE industry,” she said.
The two-day event gathered various stakeholders from the government and even the private sectors.