Cebu Launches MICE Guidebook at ASEAN Tourism Forum

Showcasing readiness for purpose-driven global events

By Simpol |

January 30, 2026

Leaders of the Cebu Chamber of Commerce and Industry (CCCI) with Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels & Resorts; Secretary Christina Garcia Frasco, Department of Tourism; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; and Regan Rex King, Vice President of CCCI.

A Collaborative Blueprint for MICE Excellence

The Cebu MICE Guidebook represents the culmination of close collaboration between the Cebu Chamber of Commerce and Industry, private-sector stakeholders, and government agencies. Initially conceived during Cebu Business Month 2025, the guidebook now features nearly 300 establishments and service providers, covering hotels, venues, professional conference organizers, transportation partners, and event suppliers. Each listing emphasizes Cebu’s capacity to deliver events of varying scale, complexity, and purpose, with a strong focus on inclusivity, service excellence, and local engagement.

According to Cleofe Albiso, president of the Cebu MICE Alliance and managing director of Megaworld Hotels & Resorts, the guidebook is more than a directory—it is a testament to Cebu’s broader vision as a MICE destination.

“As an alliance, our goal is to bridge the world with what Cebu has to offer—efficient event solutions, creative talent, and trusted local partnerships,” Albiso said. “More than a destination, Cebu invites the global community to engage with its people, culture, and purpose, creating opportunities for inclusive and sustainable growth.”

The guidebook is designed to simplify planning for international delegates, providing a centralized resource that reflects Cebu’s deep understanding of both global standards and local character. By streamlining engagement with trusted partners, the guidebook ensures a seamless experience for event organizers while highlighting the province’s cultural, hospitality, and logistical strengths.

Cebu M.I.C.E. Alliance President and Managing Director of Megaworld Hotels & Resorts, Cleofe Albiso shares “The guidebook is designed as a strategic resource for international event planners, associations, and corporate organizers. It tells the story of a province ready to host gatherings that bring together people from different cultures, ideas, and purposes—done with care, professionalism, and heart.”

Infrastructure, Capacity, and Strategic Advantage

Cebu’s MICE readiness is supported by strong fundamentals: the province offers more than 20,000 guest rooms, a growing portfolio of versatile venues, and a rich mix of dining, retail, and lifestyle experiences. Its accessibility, coupled with a well-established hospitality ecosystem, allows Cebu to host events ranging from intimate executive retreats to large-scale international conferences.

The guidebook’s launch at TRAVEX positions Cebu as a destination not only capable of hosting business events but also prepared to deliver purpose-driven gatherings that foster knowledge exchange, cultural appreciation, and long-term social impact. Observers from the tourism and events sectors have praised the initiative as a strategic step toward regional MICE competitiveness, highlighting its potential to attract both corporate and association-driven events to the province.

The official handover of the Cebu M.I.C.E. Guidebook during the ASEAN Tourism Forum’s Travel Exchange (TRAVEX), held at the Mactan Expo in Mactan Newtown. From left: Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels & Resorts; Secretary Christina Garcia Frasco, Department of Tourism; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; and Regan Rex King, Vice President of the Cebu Chamber of Commerce and Industry.

Looking Ahead

The Cebu MICE Guidebook signals a forward-looking approach to business tourism, emphasizing collaboration, innovation, and inclusivity. As the global events landscape evolves, Cebu is poised to host gatherings that prioritize meaningful engagement, community impact, and cultural exchange.

With this launch, Cebu stakes its claim as a future-ready MICE destination, inviting international organizers to explore a province where business and culture intersect, where every event leaves a lasting impression, and where the warmth of local hospitality complements the highest standards of service excellence.

“This is only the beginning,” Albiso concluded in her keynote. “With the support of local stakeholders and international partners alike, Cebu is ready to move forward—confidently, inclusively, and with heart.”