Organized by the Tourism Promotions Board, the recent three-day event at Davao City, the first in-person gathering of its kind in three years, underscored the importance of the meetings, incentives, conventions and exhibitions (MICE) traveler in the country’s tourism efforts. Clark Freeport Zone hopes to equal if not surpass Davao’s efforts, as it hosts MICECON 2024.
By Alex Y. Vergara
After a three-year hiatus due to the pandemic, MICE, or meetings, incentives, conventions and exhibitions, is back as one of the main pillars of the country’s tourism efforts. This was in full display recently, as the city of Davao hosted the three-day MICECON 2023 (March 1 to 30), the first in-person gathering of its kind, at various venues within the huge city, including SMX Convention Center Davao where the grand opening ceremony and a bulk of the meetings were held.
MICECON 2023 was organized by the Tourism Promotions Board (TPB) Philippines and the Davao Organizing Committee composed of private and public sector representatives. Headed by Chief Operating Officer Margarita Montemayor Nograles, a proud daughter of Davao, TBP is the Department of Tourism’s marketing arm.
Among the attendees was Vice President Sara Duterte, who gave a keynote speech at the event’s farewell dinner hosted by TPB at Azuela Cove. In her speech, the former Davao City mayor said, “For Davao City, being the host of this year’s MICECON 2023 is an opportunity to showcase one of the tourism gateways in Mindanao. Davao City is honored and proud that Davao is considered one of the safest cities in the world, offering visitors a complete tourism experience through the convergence of culture, nature and adventure.”
As then mayor of Davao City, Duterte was one of the prime movers in helping Davao secure the event’s hosting. She lamented in jest that although Davao had secured the honor to host this year’s MICECON, she was no longer mayor to help oversee it.
But the Vice President was happy at the way Davao City, now led by her younger brother Mayor Sebastian Duterte, stepped up to make the new normal event a success. The night before, the younger Duterte, as head of the City Government of Davao, paying tribute to Davao’s 11 tribes, hosted a dinner for MICECON delegates at SM Lanang Premier Fountain Court.
The Vice President also urged tourism stakeholders to increase investments in the tourism sectors’ amenities to diversify the country’s opportunities and potentially increase industry revenue streams. “I enjoin our tourism stakeholders to work with other industry leaders to invest in medical tourism, heritage tourism, retirement havens, entertainment spots, open-space recreation, and more community-based travel destinations,” Duterte said.
The event was attended by over 640 professionals from the MICE industry, including representatives from events management companies, associations, travel agencies, tour operators, destination management companies, local governments, members of the academe and tourism executives in government.
Asia’s MICE destination
Tourism Secretary Christina Garcia Frasco also graced the farewell dinner. In her speech, she said that MICECON 2023 serves as a blueprint for the Philippines to become a top MICE destination in Asia.
“MICECON paved the way to achieve our President’s goal for the equalization of tourism project development and promotion all over the country. MICE serves as a venue for us to reinvigorate and revitalize the tourism industry, and Davao has become a model for others to follow and a springboard from which we can launch even more exciting MICECONs in the future,” Frasco added.
Meanwhile, Nograles commended the opportunity to showcase the Filipino brand of service through every experience the MICECON delegates went through. To spice things up, delegates were also asked to dress up according to the day’s specific theme. Among the themes were Philippine fabrics, color blocking and, for the concluding night, land, air and sea travel.
“I am confident that this conference provided an invaluable opportunity for us to gain insights, forge new connections and gain fresh perspectives…We believe that by providing exceptional service, and going above and beyond for all our visitors, we can provide tourism experiences that exceed expectations,” Nograles, sporting a white hat and terno top-and-skirt ensemble styled as a flight attendant’s uniform, said.
She further stated that integrating sustainability has grown in importance in the ecotourism experience. In recognition of this, MICECON 2023 delegates pledged to donate to the Philippine Eagle Foundation (PEF), which operates a sanctuary for the protection and conservation of the endangered Philippine Eagle. Delegates were able to tour the sanctuary and were also enjoined to take part in its conservation efforts.
During her opening speech two days earlier at SMX Davao, Nograles also underscored the importance of eco-travel to cater to changing behavior and demands from tourists. But above all, now that the world is inching towards a post-pandemic phase, one thing never changes as far as tourism is concerned.
“Eco-travel elements such as community immersions, working on nature reserve, protection area or engaging in conservation work have risen in recent years,” Nograles said during MICECON’s opening. “The change in tourists’ behavior also shows the demand for local experiences. Today’s tourists would want to engage with and participate in local culture…But beyond the fanfare, we put front and center our brand of Filipino service. We believe that by providing exceptional service and going above and beyond for all our visitors, we can provide tourism experiences that exceed expectations. These are our marching orders as envisioned by President Ferdinand Marcos Jr. Under the stewardship of Tourism Secretary Christina Garcia Frasco, we are fully committed to achieving our goal of becoming a stronger tourism powerhouse in Asia and the world.”
Showcasing Davao’s attractions
Beyond the conference, foreign speakers, media, influencers, and MICE organizers were treated to various tours across the different MICE facilities in Davao City. These tours showcased the bleisure offerings of the city from retail experiences, culinary options, islands to highlands adventure travel opportunities, and key resort and beach destinations.
And Davao, known for its diverse natural and man-made attractions and generally pleasant weather, didn’t disappoint. These attractions included the Kadayawan adventure wherein guests were acquainted with the native dwellings and livelihoods of the 11 tribes of Davao; a trip to the Poblacion Market, which has become famous for its diverse shopping, dining and lifestyle offerings; a full island experience at the Pearl Farm in Samal Island; a boat ride to the Lubi Plantation Resort island, and a chocolate- and cheese-tasting experience courtesy of Malagos Farmhouse Cheeses.
After the successful MICECON 2023, the conference will be hosted in Clark Freeport Zone come 2024 to highlight the developments of Central Luzon. The Clark Freeport Zone bid, represented by Clark Development Corporation (CDC), had a comprehensive presentation of not only its logistical support, but several additional values as well, for participants of MICECON 2024. Clark Freeport Zone was selected by the MICECon Selection committee composed of members of the MICE Advisory Council – private and public sector representatives from different MICE organizations convened by the Department of Tourism and the Tourism Promotions Board Philippines.
Lawyer Agnes Devanadera, president and Chief Executive Officer of Clark Development Corporation, expressed her commitment to follow through with the examples set by Davao City. Frasco personally awarded Devanadera a plaque symbolizing the hosting of next year’s MICECON at Clark Freeport Zone.
“Just as Davao has shown us the way to transform MICECON into an impetus of sustainable development, Clark shall follow suit and bring forth inclusive growth not just for Clark but for Region 3,” Devanadera said.
Check out www.tpb.gov.ph for more information.
