MICECON 2024 in Clark: A Transformative Event for the Philippine MICE Industry

Clark Freeport Zone, Pampanga – The Clark Freeport Zone is abuzz with excitement as it hosted the M.I.C.E. Conference (MICECON) 2024, last July 10 to 12, 2024. This grand event, held at the SMX Convention Center Clark, gathered around 750 participants from the tourism and business events sectors, marking a significant milestone in the Philippine Meetings, Incentive Travel, Conventions, and Exhibitions (MICE) industry.

TABLE OF CONTENTS

1. CLARK: The Ideal MICE Destination
2. Technological Innovation and Cultural Celebration
3. Keynote Speeches and Industry Insights
4. Diverse Programs and Activities
5. MICE Philippines: We Take Your Business To Heart
6. Collaborative Efforts and Future Prospects
7. A Promising Future for the Philippine MICE Industry
8. Choose Clark
9. LET’S SIMPLIFY WHAT’S M.I.C.E.
10. BRIEF BACKGROUND OF MICE INDUSTRY AND CLARK 
11. SO, CLARK GOT IT BACK. WHAT NOW? 
12. BENEFITS OF THE MICE INDUSTRIES AS I UNDERSTOOD IT
    1. As a Private Stakeholder in the Tourism and MICE Industry
    2. As a Local Government Unit (LGU) Entity
    3. As a Worker in the Hospitality Industry and Allied Practices
    4. As a Normal and Regular Resident within the Metro Clark Region
13. Mabuhay Kayo MICE Professionals!

CLARK: The Ideal MICE Destination

MICECON 2024’s theme, “MICE XD: Xperience Diversified,” underscores the importance of technology, inclusion, and diversity in shaping the future of the MICE industry in the Philippines. The event highlights Clark’s potential as a premier MICE hub due to its strategic accessibility, state-of-the-art facilities, and the economic benefits it brings to the region. Clark’s hosting of MICECON 2024, following its successful stint in 2014, solidifies its reputation as an ideal MICE destination.

Technological Innovation and Cultural Celebration

The opening ceremony on July 11 showcased Kapampangan culture and hospitality, featuring vibrant performances, including a techno rendition of the Salakot Dance and the Modern Putong ceremony. These performances symbolized Clark’s progress as a business hub and MICE destination, reflecting the conference’s theme of diversity and technological innovation.

Apart from these, the combined efforts have placed the Kapampangan culture element in every aspect of the MICECON 2024. During the Welcome Dinner which is done at the dressed and elaborately designed Clark International Airport, activity kiosks are available for delegates to experience featuring the cultural industries such as Puni Weaving, the hyper intricate Borlas Pastillas Cutting, and the Kulitan Script Calligraphy experience.

The Governor’s Night at Royce Hotel and Casino is a different story, as more of Pampanga’s best of bests are highlighted. Local theatre groups such as Arti Sta. Rita performed their two new singles, I Love Clark and Love The Philippines. Erik Santos serenaded the guests and delegates of the night.

Keynote Speeches and Industry Insights

The event kicked off with inspiring messages from industry leaders. Atty. Agnes VST Devanadera, President and CEO of Clark Development Corporation, and Sherrif Karamat, President and CEO of the Professional Convention Management Association (PCMA), highlighted the evolving needs of global travelers. Tourism Secretary Christina Garcia Frasco emphasized the crucial role of MICECON in driving economic growth and cultural exchange. Noteworthy speakers included Mark Carter, author of “Add Value,” who discussed technological innovation, and Veemal Gungadin, co-founder and CEO of Gevme, who covered green event planning and AI for enhanced visitor experiences.

Diverse Programs and Activities

MICECON 2024 offers a rich program, including the MICE Market, half-day Clark tours, and four Corporate Social Responsibility activities. Attendees can immerse themselves in local culture, explore Clark’s amenities and facilities, and network with MICE experts. The event also features the Philippine MICE Youth Challenge, where students present event business plans, and the launch of “MICE Philippines: We Take Your Business to Heart,” a program positioning the Philippines as a premier global MICE destination.

The MICE Market housed at the strategic Event Center of SM City Clark aggregated the best of Clark’s stakeholders and the local industries supported by the Department of Trade and Industry Pampanga. Delegates and mall goers enjoyed the convenience of having these stalls in one place.

MICE Philippines: We Take Your Business To Heart

As MICECON 2024 commences, the Tourism Promotions Board (TPB) Philippines unveils “MICE Philippines: We Take Your Business to Heart,” a groundbreaking initiative aimed at positioning the Philippines as a top-tier destination for meetings, incentives, conventions, and exhibitions (MICE). This forward-thinking program underscores collaboration between TPB, private sector leaders, and government bodies, all committed to embodying the essence of the Filipino Brand of Service Excellence in every MICE endeavor.

Included in the experience of the rebranding is the live rendition of the theme music and the album version with a catchy melody and lyrics. I easily got “LSS’d” with this.

Collaborative Efforts and Future Prospects

The success of MICECON 2024 is attributed to the collaborative efforts of the Tourism Promotions Board (TPB) Philippines, Clark Development Corporation, and numerous private and government partners. The TPB, in partnership with the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS), is dedicated to enhancing industry standards and promoting the Philippines as a top-tier MICE destination. The government’s support, through initiatives like the National Tourism Development Plan 2023-2028, aligns with these goals, ensuring a resilient and competitive tourism industry.

A Promising Future for the Philippine MICE Industry

MICECON 2024 is more than just a conference; it is a transformative experience set to revolutionize the MICE industry in the Philippines. With a focus on innovation, inclusivity, and collaboration, the event paves the way for future growth and development. As the largest gathering of MICE professionals in the country, MICECON serves as a platform for learning, networking, and showcasing the Philippines’ world-class MICE capabilities. With initiatives like the construction of the Philippine International Exhibition Center in Pasay City and the opening of the biggest SMX Convention Center in Cebu in 2026, the future of the Philippine MICE industry looks promising.

Choose Clark

MICECON 2024 in Clark is a testament to the Philippines’ commitment to becoming a premier MICE destination. Through technological innovation, cultural celebration, and collaborative efforts, the event highlights the potential for economic growth and cultural exchange in the region. As the MICE industry continues to evolve, events like MICECON 2024 play a crucial role in positioning the Philippines at the forefront of the global MICE landscape, embodying the essence of “MICE Philippines: We Take Your Business to Heart.”

LET’S SIMPLIFY WHAT’S M.I.C.E.

We have seen these in advertisements, announcements, articles, and digital media, MICECON, and the majority do not understand what MICECON is and what MICE is. For the benefit of those who encountered first-time MICE and MICECON, here is an analogy. 

Imagine you have a big birthday party, but instead of just your friends, lots of grown-ups from different places come together to talk, learn, and have fun. This big party is called a “meeting.” Now, think about when your school invites other schools for a sports event. That’s called an “incentive” because it’s like a reward for everyone. Next, pretend you and your family visit a fair where people show off cool toys and gadgets. That’s an “exhibition.” Lastly, imagine a huge school assembly where everyone comes together to share ideas. That’s a “conference.”

When grown-ups have these big gatherings for work, learning, and fun, it’s called the MICE industry. MICE stands for Meetings, Incentives, Conferences, and Exhibitions.

This is important because:

• More Visitors: Lots of people travel to different places for these events, just like you travel for fun.
• Jobs for People: Hotels, restaurants, and many other places get busy and need more workers to help with all the visitors.
• Spending Money: Visitors spend money on food, hotels, shopping, and fun activities, which helps businesses grow.
• Showcasing Places: People get to see new places and tell others about them, making those places popular.
• Learning and Sharing: People learn new things and share ideas, which can help improve businesses and communities.

BRIEF BACKGROUND OF MICE INDUSTRY AND CLARK 

Clark Freeport Zone hosted the MICECON 10 years ago, and now, after Davao’s spectacular 2023 execution, the key is back in Clark. The Conference Theme was MICE in 4D – Driving passions, Developing minds, Defying limits, and Designing the future main plenary sessions were held at Fontana Convention Center. During the 2014 edition, about 40 select M.I.C.E. foreign buyers from Australia, China, Korea, Taiwan, Singapore, United Kingdom, Germany, Poland, and Russia are present along with 10 local corporate buyers. 

SO, CLARK GOT IT BACK. WHAT NOW? 

It is high time for an opportunity for Clark to showcase its improvements, new features, infrastructures, and new destinations that would set itself apart from what it was 10 years ago. According to Atty. Agnes VST Devanadera, Clark alone has more than 4,100 rooms with these many convention spaces, with 1,130 locators and a bustling 130,000 workforce, the only freeport zone with a beautiful international airport and strategic connectivities from different economic regions. These facilities would truly support every element of your event happening in Clark.

BENEFITS OF THE MICE INDUSTRIES AS I UNDERSTOOD IT

“Being part of the tourism umbrella”, according to Sir Dan Joseph Ferolino of TPB, “we call it Bleisure, business, and leisure and Clark has the capabilities in terms of logistics, transportation, and rooms that a large-scale event requires”.

The MICE (Meetings, Incentives, Conferences, and Exhibitions) industry serves as a powerful catalyst for community development, driving economic growth, enhancing infrastructure, and fostering cultural exchange. By attracting international and local events, the MICE sector generates significant revenue, creates numerous job opportunities, and stimulates the hospitality, retail, and transportation industries. Moreover, it promotes the region as a prime destination, boosting tourism and raising the community’s global profile. The influx of visitors and investments also leads to improvements in public services and facilities, enhancing the overall quality of life for residents and fostering a vibrant, interconnected community.

Hope I could have explained or stressed enough about the significant impacts of the MICE Industry. But let’s try to break it down as this could be the benefits and returns in any phase of the future after spending efforts and resources during the MICECON 2024:

As a Private Stakeholder in the Tourism and MICE Industry

1. Enhanced Market Position and Brand Recognition:
   • Increased visibility and reputation as a key player in the industry.
   • Stronger brand recognition leads to greater market share and customer loyalty.
2. Business Growth and Expansion Opportunities:
   • New partnerships and client relationships were established during the event.
   • Increased inquiries and bookings for future MICE events and related services.
3. Access to Advanced Technologies and Practices:
   • Utilization of cutting-edge technologies and best practices introduced during the event. New technological innovations are in place such as the use of Snap Sight during the event where key takeaways are available at your fingertips in real time.
   • Improved operational efficiencies and innovative service offerings plus best practices from international experts.

As a Local Government Unit (LGU) Entity

1. Sustainable Economic Growth and Revenue Generation:
   • Increased tourism and business travel contribute to local revenue.
   • Attracting further investments in infrastructure and urban development.
2. Enhanced Public Infrastructure and Services:
   • Long-term benefits from upgraded roads, utilities, and public facilities.
   • Improved public services and amenities enhancing the quality of life for residents.
3. Boosted Cultural and Heritage Tourism:
   • Promotion of local culture and heritage leading to increased cultural tourism.
   • Ongoing cultural events and activities attract more visitors year-round.

As a Worker in the Hospitality Industry and Allied Practices

1. Career Advancement and Professional Growth:
   • Access to ongoing training and professional development opportunities.
   • Enhanced career prospects and pathways within the hospitality and MICE sectors.
2. Job Security and Improved Working Conditions:
   • Greater job stability due to increased demand for skilled hospitality workers.
   • Improved wages, benefits, and working conditions as businesses thrive.
3. Exposure to International Standards and Practices:
   • Experience working in an internationally recognized event, enhancing skills and resume.
   • Adoption of global best practices improving service delivery and customer satisfaction.

As a Normal and Regular Resident within the Metro Clark Region

1. Improved Quality of Life and Community Services:
   • Long-term benefits from enhanced infrastructure and public services.
   • Greater access to cultural, recreational, and community activities.
2. Economic Opportunities and Increased Livelihood:
   • New job opportunities and increased local business activities boost the economy.
   • Higher household incomes and improved standards of living.
3. Community Pride and Cohesion:
   • Enhanced sense of community pride from hosting a prestigious international event.
   • Strengthened social bonds and community engagement through event participation and volunteerism.

MICECON is not just a show for the few- it’s for you! Even without joining it or even having not heard or learned about it, there could be a positive impact on you – one way or another.

Mabuhay Kayo MICE Professionals!

Join me in extending my heartfelt gratitude to the brave MICE professionals who have taken the lead in this demanding and dynamic industry. Their unwavering dedication, innovative spirit, and relentless pursuit of excellence have not only driven the success of numerous events but also elevated the standards of the entire industry. Their tact to seamlessly coordinate complex logistics, deliver exceptional experiences, and foster meaningful connections amidst challenges is truly commendable. As the backbone of the MICE sector, their hard work and commitment would have paved the way for significant economic growth, cultural exchange, and community development.