Three major MICE hubs set to transform Cebu by 2026

Cebu is poised to become a leading hub for international events with the scheduled opening of three major MICE (Meetings, Incentives, Conferences, and Exhibitions) venues by 2026. These include the SMX Convention Center Cebu, SM Seaside Arena, and Mactan Expo Center, which are expected to significantly elevate the region’s capacity to host large-scale domestic and global gatherings.

SM Hotels and Conventions Corp. (SMHCC) is spearheading two of these developments, with the 22,000-square-meter SMX Convention Center Cebu targeted to open by October 2026. Adjacent to this will be the 16,000-seat SM Seaside Arena, which is expected to launch by early 2026 and accommodate concerts, sporting events, and major exhibitions.

“The focus now is on capturing a greater share of international events that have traditionally gone to regional competitors like Thailand, Singapore, and Malaysia,” said SMHCC Senior Vice President for Operations Walid Wafik during the Cebu Tourism Forum organized by the Cebu Chamber of Commerce and Industry.

Complementing these projects, a new two-level convention facility is also in development in Lapu-Lapu City. The upcoming Mactan Expo Center will provide nearly a hectare of event space and accommodate up to 2,600 attendees. The center is expected to be completed by the end of 2025.

Local tourism leaders and global experts agree that Cebu’s expansion of its MICE infrastructure is timely and strategic. Liz Ortiguera, a tourism and MICE industry specialist, identified Cebu as one of Asia-Pacific’s top secondary city destinations for MICE, alongside Phuket, Bali, and Penang.

“Cebu already has the appeal—its music, hospitality, and culture are unique assets,” Ortiguera said, urging stakeholders to pair cultural strength with logistical efficiency.

Meanwhile, tourism authorities are keen to position MICE as a growth driver for the local economy. Tourism Secretary Christina Garcia Frasco emphasized Cebu’s unique offering as a "multidimensional" destination that seamlessly blends work with leisure. “Cebu offers everything from sun and beach to heritage, gastronomy, and wellness,” she said.

Frasco added that the government’s support through programs like the MICEPLUS initiative, which provides financial and promotional assistance to event organizers, reflects a commitment to elevating the Philippines’ competitiveness in the global MICE market.

As construction on these projects moves forward, Cebu is set to emerge as a formidable player in Southeast Asia’s event-hosting landscape—attracting business tourism and reinforcing its status as a gateway to the Philippines.