The Philippine Department of Tourism (DOT) successfully held this year’s MICECON in Pampanga’s Clark Freeport Zone, focusing on the theme “XD: Xperience Diversified.”

The conference theme emphasises the impact of technological innovations such as artificial intelligence (AI) on the local and global MICE sector, as well as how diversity and inclusivity come into play for more successful corporate events, conferences, and exhibitions.

With this in mind, this year’s MICECON served as an excellent platform where participants built up their awareness of global trends through various activities, and forged strategic partnerships with other Philippine professionals, as well as peers from overseas.

Held at the SMX Convention Centre Clark from 10 to 12 July, the convention gathered approximately 700 delegates from the country’s events, conventions, and exhibitions industry.

Taking business to heart

In her keynote speech during the event’s opening ceremonies on 11 July, Tourism Promotions Board (TPB) COO Marga Nograles presented a transformative programme titled “MICE Philippines: We Take Your Business to Heart.”

The programme aims to establish the Philippines as a premier global MICE destination, one supported by a strong sales force and an empowered private sector, on top of the full support of the national government.

Nograles said: “Our goal is clear: we will establish the Philippines as a premier MICE destination known for its world-class experiences, top-notch facilities, and unparalleled hospitality.”