Metro Cebu is the second most significant metropolitan centre in the Philippines after. It is one of the top and premiere tourist destinations here in the Philippines. It has been ranked as no. 7 for three consecutive years in the Conde Nast Traveler magazine’s top island destinations in the world. Hence, it is unsurprising that the island has one of the fastest growing economies in the country. In addition, it is one of the most developed provinces in the central and southern part of the archipelago. Metro Cebu also serves as a center for trade, commerce, and education.
Convention tourism is a component of MICE Tourism, also known as meetings, incentives, convention, and exhibition tourism. MICE Tourism refers to a segment of tourism that offers customized corporate programs to meet the specific needs of clients globally. Factors such as the size of the convention, necessary facilities, competitive pricing, natural attractions, safety, and shopping opportunities are all considered when choosing a MICE destination.
The concept of conventions and meetings, driven by the human desire for interaction and idea exchange, has been around since ancient times. However, it was only in the 20th century that this concept evolved into an industry. Despite its longstanding economic significance, academic interest in this field has recently grown significantly (Weber, Chon, 2002). Cebu is famous for its historical sites including ancient churches.
Known for its unspoiled beaches, excellent golf courses, and lively shopping options, Cebu has become a popular choice for tourists. It consistently attracts a large number of visitors and accounts for over 30% of the annual tourist arrivals in the Philippines. Previously, Cebu had limited options for hosting large conferences and events indoors or outdoors. However, this changed with the opening of the Cebu International Convention Center (CICC) during the 12th ASEAN Summit.
The purpose of this study is to assess the effectiveness of Metro Cebu as a destination for convention tourism and examine its strengths and weaknesses. In 2005, President Arroyo chose Cebu as the venue for the 12th ASEAN Summit and 2nd East Asia Summit, which were initially scheduled for December 2006. However, due to consecutive typhoons, the summit had to be rescheduled to January 12-15, 2007. Since Cebu did not have a dedicated facility for conventions and high-profile events at that time, the provincial government decided to build a convention center in the Mandaue City Reclamation Area within Metro Cebu.
