Cebu reinforced its growing stature as a leading meetings, incentives, conferences, and exhibitions (MICE) destination in Southeast Asia with the official launch of the Cebu MICE Guidebook during the ASEAN Tourism Forum’s Travel Exchange (TRAVEX), held at the Mactan Expo in Mactan Newtown.
The guidebook was unveiled at a pivotal moment, coinciding with one of the region’s most influential tourism gatherings, attended by delegates from different ASEAN countries, senior government leaders, and industry decision-makers.
Designed as a strategic resource for international event planners, associations, and corporate organizers, the Cebu MICE Guidebook presents a comprehensive overview of the destination’s ability to host meetings that bring together diverse communities, ideas, and shared purpose.
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.
The guidebook is the product of a collaborative effort motivated by the Cebu Chamber of Commerce and Industry and its industry leaders, who have long championed initiatives positioning the province as both a tourism and business hub. Developed through close coordination between private-sector stakeholders and public agencies, the project was conceived for Cebu Business Month 2025 and further refined for its official release at the ASEAN Tourism Forum. It features close to 300 establishments and service providers across key MICE service pillars, including hotels, venues, transportation providers, professional conference organizers, and event suppliers.
Tourism stakeholders and officers of the Cebu M.I.C.E. Alliance (CMA) with Department of Tourism Assistant Secretary Sharlene Batin; Art Boncato Jr., Group General Manager of MHR; Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of MHR; Secretary Christina Garcia Frasco of the Department of Tourism; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; Avinash Menon, Cluster General Manager for Cebu, Iloilo, and Bacolod of MHR; and Josef Chiongbian, General Manager of Savoy Hotel Mactan.
Cebu’s fundamentals further support this momentum. With over 20,000 guest rooms and accommodation options available daily, a growing portfolio of venues, and an established mix of dining, retail, and lifestyle experiences, the destination is equipped to host events of varying scale and complexity while delivering memorable delegate experiences beyond the meeting room.
“The Cebu MICE Guidebook is a milestone we are pleased to celebrate with the Cebu MICE Alliance, Cebu chamber and all our partners in the tourism industry. I commend the Cebu MICE Alliance and its members for the discipline and coordination behind this work. This guide reflects a shared commitment to professional standards, MARKET CLARITY and reliable delivery qualities that global partners and event organizers look for a destination as the first comprehensive mice guide for Cebu,” DOT secretary, Cristina Garcia-Frasco said in her keynote message.
Philippines’ Department of Tourism Secretary, Christina Garcia Frasco expresses her gratitude for the Cebu Chamber of Commerce and Industry through the Cebu M.I.C.E. Alliance that motivated the creation of the CEBU M.I.C.E. Guidebook.
She said that this guidebook serves a clear purpose as in one reference, the venues, services, capabilities that position Cebu comparatively in the regional and international MICE market. It gives planners clarity, and it gives Cebu stronger visibility in global bidding.
The Department of Tourism and the tourism promotions board are proud partners in this effort. “We gladly supported the production and printing of the Cebu MICE Guidebook 2025 because competitive destinations require credible tools resources that present capability clearly and inspire confidence among global buyers,” Frasco added.
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.”
For Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels & Resorts, the guidebook reflects Cebu’s broader aspiration to host events with meaning and long-term value.
“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.”
CCCI President Jay Yuvallos
Cebu Chamber of Commerce and Industry (CCCI) president, Jay Yuvallos, in his staunch advocacy for multi-sector collaboration, the Cebu MICE Guidebook is a product of Cebuanos who have long championed initiatives positioning the province as both a tourism and business hub.
Yuvallos’ LEAD-A MUST advocacy of business leadership inspired private sector stakeholders and public agencies to spawn this MICE Guidebook for its timely release at the ASEAN Tourism Forum 2026, to provide visitors and delegates with accommodation options available daily, a growing portfolio of venues, and an established mix of dining, retail, and lifestyle experiences, the destination is equipped to host events of varying scale and complexity while delivering memorable delegate experiences beyond the meeting room.
(L-R) Megaworld Hotels & Resorts Group Director of Public Relations Nico Ivan Velasquez, Charlene Co, Head of Marketing Innovations Megaworld Hotels & Resorts and Josef Chiongbian, General Manager of Savoy Hotel Mactan
AyalaLand Hospitality Head of Marketing and Commercial Roshan Nandwani and Seda Central Bloc Cebu’s Director of Sales & Marketing Thrina Dela Calzada.
Cebu M.I.C.E. Alliance President and Managing Director of Megaworld Hotels & Resorts, Cleofe Albiso flanked by CCCI Trustees Lilu Alino and Rodrigo Go
Savoy Hotel Mactan Newtown’s PR & Marketing Assistant Princess Rikah Alfaro with Cebu Online News Press Corps Founder Robby Alugar
The launch of the Cebu MICE Guidebook signals Cebu’s steady evolution into a future-ready MICE destination, anchored on collaboration, service excellence, and community engagement. As the global meetings industry increasingly prioritizes intentional, values-driven gatherings, Cebu positions itself as a destination prepared to host events that create impact—both for delegates and for the communities that welcome them.