MICE - A New Paradigm for

Tourism

8th UNWTO Asia/Pacific Executive Training

Program on Tourism Policy and Strategy Bali

28 April to 1 May 2014

The Philippines In Brief

MICE Information • Air accessibility

The main gateway to the Philippines is the Ninoy Aquino International Airport in Manila, covering around 80% of total available air seats.

An average of 26,164 seats are available at NAIA daily, broken down as follows:

Total Seats Available

(Terminals 1-3)

Terminal 1 Terminal 2 Terminal 3

M, W, Th, Sa, Su 26,109 20,197 792 5,120 Tu, F 26,301 20,389 792 5,120

Other international gateways include Clark International Airport, Mactan Cebu International Airport, and Davao International Airport.

• Ground transfer (airport to hotel) All hotels in Metro Manila are within an hour and a half drive from NAIA.

• Hotels Projected Supply of Accommodation Units by Region - 2016

Region Existing 2012

In the Pipeline

Total Planned Expansion

Total to

2016

Northern Philippines 71,803 8,215 80,018 3,311 83,329

Central Philippines 61,978 5,129 67,107 5,146 72,253

Southern Philippines 28,622 1,686 30,308 2,061 32,369

Total 162,403 15,030 177,433 10,518 187,951

MICE Information

Source: DOT Accommodation Survey Sept. 2012 + Pipeline Projects + Original NTDP Projections.

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Manila)

MICE Information

• MICE venues (Cebu)

MICE Information

• MICE venues (Davao)

MICE Information

• MICE venues (Laoag, Ilocos Norte)

MICE Information

• Post convention tour options (sightseeing)

MICE Information

8 Major MICE Destinations

• Manila and its environs

• Cebu

• Davao

• Bohol

• Boracay

• Palawan

•Baguio and Banaue

• Vigan and Laoag

Experience Manila

Experience Cebu

Experience Davao

Experience Bohol

Experience Boracay

Experience Palawan

Experience Baguio & Banaue

Experience Vigan & Laoag

1976 - Establishment of the Philippine Convention Bureau (PCB)

1977- Launch of the “Make it Manila” campaign

1979 - Sub-thematic campaigns: “Make It Cebu”, “Make It Zamboanga” and “Make It

Baguio”.

1980: A banner year for PCB The Philippines hosted four (4) major international events: - PATA Conference - World Tourism Conference (WTC) - 20th Congress of the International Hotel Association (IHA) - 50th ASTA World Congress

M.I.C.E. IN THE PHILIPPINES

1982: Manila becomes top convention city in Asia Manila moved up from its previous position of eighteenth (18) to eighth (8) in the Union of International Association’s (UIA) annual listing of leading world convention destinations, making it the top city the Asian region.

1994 - 1996 In 1995, the Asian Association of Convention and Visitor Bureaus (AACVB) started its “Convene in Asia” campaign, focusing the attention of the world on Asia. In 1996, PCB was reorganized into the Philippine Convention and Visitors Corporation (PCVC).

The “Convention City: Manila” (CCM) campaign was implemented by PCVC.

M.I.C.E. IN THE PHILIPPINES

2001 – “Meetings Make Manila” (MMM) campaign in partnership with the Philippine private sector introduced a package of incentives to make it rewarding for M.I.C.E. organizers and planners worldwide to bring their events to Manila, through substantial discounts and special amenities and privileges

Unfortunately, MMM was not sustained in view of the new priorities of the DOT.

2004 - 2009 M.I.C.E. continued to be a non-priority of the DOT and the PCVC was directed to do general tourism programs and handle/ implement special events. In 2009, through Republic Act 9593, PCVC was reorganized into the Tourism Promotions Board.

M.I.C.E. IN THE PHILIPPINES

2011 – present – With the new administration’s pronouncement that M.I.C.E. will be one of the priority programs of DOT, TPB renewed its efforts to market the Philippines as a M.I.C.E. destination

Bid for/ host high impact international events Reconnect with international M.I.C.E. Organizations Institutionalize the Philippine M.I.C.E. Conference (MICECON) as the

industry event for M.I.C.E. suppliers and buyers Production of Promotional Materials Continuous improvement of the Philippines’ ranking in the International

Congress and Convention Association (ICCA) Association Meetings “Top M.I.C.E. Destinations”

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

M.I.C.E. IN THE PHILIPPINES

Modern convention / exhibitions facilities and a wide range of hotels with high service standards

Why is the Philippines ideal for MICE?

http://ph.images.search.yahoo.com/images/view;_ylt=A0S0uD5ES2BPuk0AI6G1Rwx.;_ylu=X3oDMTBlMTQ4cGxyBHNlYwNzcgRzbGsDaW1n?back=http://ph.images.search.yahoo.com/search/images?p=Philippine+international+covention+center&fr=fp-yie9&fr2=piv-web&tab=organic&ri=38&w=760&h=600&imgurl=www.picc.gov.ph/room_pics/ph1.jpg&rurl=http://www.iacphil.com/index.php?task=view&pid=31&size=99.5+KB&name=made+history+as+asia+s+first+international+convention+center+setting+a+...&p=Philippine+international+covention+center&oid=0724ef1c6c4c85ff63e352034a8fb14c&fr2=piv-web&fr=fp-yie9&tt=made+history+as+asia+s+first+international+convention+center+setting+a+...&b=31&ni=72&no=38&tab=organic&ts=&sigr=11l84la7t&sigb=144tio7ta&sigi=1116tsabp&.crumb=AH5Hlsg/WuH

Why is the Philippines ideal for MICE?

Hospitable, English-speaking personnel in all service industries

Why is the Philippines ideal for MICE?

Unique local culture blending the East and the West, with colorful festivals, architecture and culinary traditions

Why is the Philippines ideal for MICE?

Superb entertainment and nightlife

Great shopping industry

Why is the Philippines ideal for MICE?

Wide range of sight-seeing possibilities for groups

PHASE 1: BIDDING Assistance to organizations / associations bidding for international conventions /events in the Philippines: Bid assistance

• Comprehensive information on MICE facilities and industry partners • Gathering multi-sectoral endorsements / support for the bid

proposal • Negotiating with hotels for special rates • Drafting pre and post tour programs • Drawing up a total package of benefits and privileges for bid

presentation before international decision making boards and entities

Facilitating ocular inspections and assistance on familiarization tours Provision of promotional materials (AVP, tourism flyers and maps)

HOW WE SUPPORT MICE ORGANIZERS

PHASE 2: ATTENDANCE PROMOTIONS Assistance to organizations / associations conducting regional and international attendance promotions for international events to be held in the Philippines:

Provision of promotional materials (AVP, tourism flyers, posters, maps, roll-up banners etc.)

Links to the websites of DOT and TPB Inclusion in the DOT / TPB Calendar of Events

HOW WE SUPPORT MICE ORGANIZERS

PHASE 3: ASSISTANCE TO BOOKED EVENTS

Coordination between the international association and local host committee

Facilitating technical visits/ocular inspection by the international organizing committee

Negotiating with hotels for special rates Facilitation of airport arrivals and departures of Conference VIPs and

Delegates Provision of promotional materials (AVP, tourism flyers, posters, and

maps) Provision of giveaways / souvenir gifts (depending on the profile of the

event and size of expected foreign participants) Drafting pre and post tour programs / tour service

HOW WE SUPPORT MICE ORGANIZERS

M.I.C.E. INDUSTRY SUCCESS FACTORS

- Strong Asian economy - Philippines’ investment grade rating from Fitch Ratings and Standard &

Poors in 2013 spur investment in the country - Philippines as a “rising star” in the world tourism industry, rising to 82

from 94 out of 140 countries in the World Economic Forum 2013 Travel and Tourism Competitiveness Index

- Growing number of beach and urban leisure and entertainment facilities that are competitive in the region

- Broad range of natural and cultural heritage tourism assets Palawan and Boracay: No. 1 and 2 World’s Best Island (Travel+Leisure), among the top 10 best islands in Asia (TripAdvisor)

CHALLENGES

Weaknesses Threats

- Limited international airport infrastructure

- Inconsistent quality of tourist facilities and services

- Insufficient air, sea, and road connectivity to destinations

- Tourism structure (ongoing reorganization of TPB)

- Perception of the Philippines as an unsafe destination

- Competition from other MICE Destinations

• Do you have a national MICE Strategy – i.e. government policies and NTO business plans that are focused on developing MICE business?

NATIONAL M.I.C.E. STRATEGY

2. Improve market access, connectivity and

destination infrastructure

3. Improve institutional governance and human

resources

1. Develop and market competitive tourist

products and destinations

PHILIPPINE NATIONAL TOURISM DEVELOPMENT PLAN (NTDP) 2011 - 2016

NATIONAL M.I.C.E. STRATEGY

NTDP Product Portfolio Development Priorities

Nature

Tourism

Cultural

Tourism

Sun and Beach

Tourism

Cruise and Nautical

Tourism

Leisure and

Entertainment

Tourism

MICE & Events

Tourism

Health,Wellness,

and Retirement

Tourism

Diving & Marine

Sports Tourism

Education Tourism

http://rds.yahoo.com/_ylt=A2KJkK6WPDtO51MAYFGJzbkF;_ylu=X3oDMTBpZm5udGl1BHBvcwM1BHNlYwNzcgR2dGlkAw--/SIG=1jeho3l2j/EXP=1312533782/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?_adv_prop=image&va=loboc+cruise&fr=yfp-t-701&w=1155&h=768&imgurl=tourismo-filipino.net/wp-content/uploads/2011/06/loboc-Copy.jpg&rurl=http://tourismo-filipino.net/phil-destinations/island/loboc-river/&size=322KB&name=Loboc+river+|+Th...&p=loboc+cruise&oid=742a4565919493ffa46cf5805f305587&fr2=&no=5&tt=548&sigr=122k1tofq&sigi=11vb77p9m&sigb=12pa8j81r&.crumb=CLpiVyE6Ar.http://rds.yahoo.com/_ylt=A2KJkewoPjtOpFEAJuCJzbkF;_ylu=X3oDMTBqODFpbHJpBHBvcwMzMQRzZWMDc3IEdnRpZAM-/SIG=1mfq4k9ah/EXP=1312534184/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=convention+images+in+manila&b=22&ni=21&ei=utf-8&xargs=0&pstart=1&fr=yfp-t-701&w=480&h=360&imgurl=en.shmtu.edu.cn/UserFiles/image/222(2).jpg&rurl=http://en.shmtu.edu.cn/news/00511-StudyonManilaAmendmenttoSTCWConventionConducted.htm&size=208KB&name=Study+on+Manila+...&p=convention+images+in+manila&oid=3f8035a56e073a52e559d12aa180cc42&fr2=&no=31&tt=13100&b=22&ni=21&sigr=12l7mg84j&sigi=11anlennu&sigb=13si6vb5t&.crumb=CLpiVyE6Ar.http://rds.yahoo.com/_ylt=A2KJke2oPjtOBS0AFIqJzbkF;_ylu=X3oDMTBqMjRpazg1BHBvcwMxMARzZWMDc3IEdnRpZAM-/SIG=1h5vkcgti/EXP=1312534312/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=spa+tourism+images&ei=utf-8&fr=yfp-t-701&w=1280&h=853&imgurl=www.healthorlando.com/spapic1.jpg&rurl=http://www.healthorlando.com/Health-Spas.htm&size=38KB&name=...+abundance+of...&p=spa+tourism+images&oid=72f5131be2c7e6fc7e3fe74170c32703&fr2=&no=10&tt=707000&sigr=11cnc3h1d&sigi=111ucq7dh&sigb=12n9gp486&.crumb=CLpiVyE6Ar.http://rds.yahoo.com/_ylt=A2KJkK6NPTtORlIAD2WJzbkF;_ylu=X3oDMTBqcGowaXYwBHBvcwMzMwRzZWMDc3IEdnRpZAM-/SIG=1n9lka8g0/EXP=1312534029/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=Shopping+images+in+manila&b=22&ni=21&ei=utf-8&xargs=0&pstart=1&fr=yfp-t-701&w=332&h=332&imgurl=philippines.exilez.com/wp-content/uploads/2009/02/sm-mall-of-asia.jpg&rurl=http://philippines.exilez.com/manila/shopping-place/best-place-to-shop-in-manila.htm&size=78KB&name=Best+Place+To+Sh...&p=Shopping+images+in+manila&oid=309ff5231089ef047d8c9d3501692348&fr2=&no=33&tt=136000&b=22&ni=21&sigr=12kfflj1l&sigi=125jju1p3&sigb=13qurmbq8&.crumb=CLpiVyE6Ar.

Philippine MICE Industry – Key Bodies National

Government Agency

Philippine Commission on Sports Scuba Diving (PCSSD)

Department of Tourism Attached Agencies

Duty Free Philippines (DFP)

Intramuros Administration (IA)

National Parks Development Committee (NPDC)

Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

MICE and Business Development Unit

Tourism Promotions Unit

Corporate Affairs Unit

Philippine MICE Industry – Key Bodies

Primary planning, programming, coordinating, implementing and regulatory government agency in the development and promotion of the tourism industry, both domestic and international, in coordination with attached agencies and other government instrumentalities

Responsible for marketing and promoting the Philippines domestically and internationally as a major global tourism destination, highlighting the uniqueness and assisting the development of its tourism products and services, with the end in view of increasing tourist arrivals and tourism investment. Specifically, it is responsible for marketing the Philippines as a major convention destination in Asia. To this end, it shall take charge of attracting, promoting, facilitating and servicing large-scale events, international fairs and conventions, congresses, sports competitions, expositions and the like. Ensures the regular advertisement abroad of the country’s major tourism destinations and other tourism products, not limited to TEZs. It may also provide incentives to travel agencies abroad which are able to draw tourists and tourism investments to the country.

GOVERNMENT PRIVATE SECTOR

- Local Government Units

- National Government Agencies (OP, DFA, DTI, DILG, DPWH, DOTC, etc.)

- Airport Authorities

- Ancillary Establishments (PAGCOR)

- Airlines

- Convention and Exhibition Venues

- Hotels / Resorts

- PCOs/PEOs

- Tour Operators / DMCs

- Ground Operators / Tourist Transport Operators

- Ancillary Establishments (Department Stores, Specialty Shops, Restaurants)

- Business / Corporate Sector

- Association Industry

Other key players supporting MICE

Total Number of Staff assigned to MICE = 17 pax

Philippines’ total budget for MICE = Php 90M (≈ USD 2M)

Officer in Charge of MICE and Business Development

Special Events Supervisor

Special Events Staff

(1 pax)

Accounts Servicing Supervisors (2 pax)

Accounts Servicing Staff (7 pax)

Bids / Trade Fairs / Invitationals Staff

(5 pax)

MICE Resource allocation (HR + Program)

2. MICE Destination Marketing

2012: Launch of the Department of Tourism Campaign “ It’s More Fun in the Philippines”

2. MICE Destination Marketing Production of Promotional Materials

To generate positive brand recall for the Philippines and establish the country as a preferred M.I.C.E. destination in key M.I.C.E. markets worldwide

M.I.C.E. AVP Business Meets Fun in the Philippines

− Why the Philippines for MICE? − Past and upcoming MICE events − MICE destinations in the Philippines − Latest and upcoming M.I.C.E.

infrastructure developments

M.I.C.E. Brochure

2. MICE Destination Marketing Reconnect with International M.I.C.E. Organizations

• International Congress and Convention Association (ICCA)

• Union of International Associations (UIA)

• Global Business Travel Association (GBTA)

• The Incentive Association

High-profile Philippines’ participation in major M.I.C.E. trade shows To maintain visibility/ presence and generate leads

• Asia-Pacific Incentives and Meetings Expo (AIME) : Melbourne, Australia

• Incentive Travel and Conventions Meetings Asia (ITCMA) : Bangkok, Thailand

• Incentive Travel and Meetings Conventions China (IT&CM) : Shanghai, China

• China Incentive, Business Travel & Meetings Exhibition (CIBTM), China

• Americas Incentive, Business Travel & Meetings Exhibition (AIBTM) : Orlando and Chicago, USA

• IMEX – Worldwide Exhibition for Incentive Travel, Meetings and Events : Las Vegas and Frankfurt

3. MICE Capacity Building

• Strategic access infrastructure program between secondary international airports and strategic destinations

– Improve, rehabilitate, and expand 23 domestic airports and 21 seaports

– Improve, rehabilitate, and upgrade 28 strategic connecting roads with total distance of approximately 850kms

• Sustainable tourism destination infrastructure program

– Destination Infrastructure

• Provision of water and water treatment (6 locations), power (4 locations), and solid waste management in (27 locations)

• Design and construction of tourism information centers and support infrastructure (26 tourism development areas)

• Design and construction of transport terminals and services in (26 tourism development areas)

• Tourism sites access and visitor improvements

– Develop diversified tourism products that engage local communities

• Developing Major Mixed-use Tourism complexes in the vicinity of the International Airports

• Linking local communities to the tourism value chain created by the major mix use tourism complexes upgraded tourist sites in their vicinity

3. MICE Capacity Building • Upcoming developments (Manila - 2014)

MICE Information • Upcoming developments (Manila - 2014)

MICE Information • Upcoming developments (Manila - 2014)

MICE Information • Upcoming developments (Manila - 2014)

MICE Information • Upcoming developments (Manila - 2015)

MICE Information • Upcoming developments (Bulacan - 2015)

MICE Information • Upcoming developments (Clark, Pampanga - 2015)

MICE Information • Upcoming developments (Iloilo - 2015)

MICE Information • Upcoming developments (Manila - 2017)

Future Plans for MICE in country

• Creation of a M.I.C.E. Brand and Campaign for the Philippines

• Improvement of M.I.C.E. Statistics

• Strengthening of PR and Publicity for M.I.C.E.

• Professionalization of the Local M.I.C.E. Industry

• Production of Sales Tools

• Creation of a Customer Advisory Council for M.I.C.E.

KAREM MIRANDA

EXECUTIVE ASSISTANT / SENIOR PROJECT OFFICER

TOURISM PROMOTIONS BOARD

PHILIPPINES

mcremiranda@morefunph.com

Thank You