Cebu’s profile as a premier destination for meetings, incentives, conferences, and events (MICE) received a major boost with the launch of the Cebu MICE Guidebook during ASEAN Travel Exchange (TRAVEX) 2026 on January 28 at the Mactan Expo.
The 200-page guidebook, produced by the Cebu MICE Alliance with Savoy Hotel Mactan Newtown as partner, details the island’s heritage, accommodations, venues, gastronomy, festivals, suppliers, and performers.
Organizers said it serves as a comprehensive resource for international investors, event planners, and tourists seeking both business and leisure experiences in Cebu.
Tourism Secretary Christina Garcia Frasco, Cebu MICE Alliance President Cleofe Albiso, Tourism Promotions Board COO Maria Margarita Montemayor Nograles, and Cebu Chamber of Commerce and Industry Board of Trustee Regan King attended the launch, highlighting the guidebook’s role in reinforcing Cebu’s convergence of tourism and MICE activities.
Organizers noted that it also supports job creation and attracts investments to the local community.
TRAVEX 2026, ASEAN’s flagship business-to-business tourism platform, provided the backdrop for the launch.
The three-day event gathered 271 buyers from 50 countries, 124 Philippine sellers, and 222 ASEAN exhibitors, offering opportunities for networking, partnerships, and negotiations.
Delegates also participated in pre-show tours showcasing Cebu’s heritage, cultural sites, island-hopping destinations, golf courses, and local attractions.
Officials said Philippine-hosted TRAVEX sales leads have grown steadily, rising from USD 1.68 million (₱100 million) in 2023 to USD 7.35 million (₱437 million) in 2025, with this year’s target set at USD 17.16 million (₱1.02 billion).
“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings, connecting destinations, products, and partnerships for a sustainable tourism future,” Frasco said.
