AFTER MORE THAN 10 years of absence, the Philippine’s meetings, incentives, conventions and exhibitions (MICE) industry has revived its participation and membership to the Asian Federation of Exhibition and Convention Association (AFECA).AFECA is an organization of MICE industry leaders in Asia. It was organized to give Asia a voice in the MICE global industry. The Philippines is a founding-member of AFECA.
“They (AFECA members) looked for us because the Philippines is a founding-member and we were gone. Just this year, we are coming back,” said Marissa Nallana, chairperson of the Philippine Association for Conventions, Exhibit Organizers and Suppliers (PACEO).
Ms. Nallana recently attended the AFECA annual general meeting and the 2007 Asian MICE leaders forum held last September 25-27 in Taipei, Taiwan. She said the country’s revival to AFECA, through PACEO, is a joint effort of the organization and the Department of Tourism.
The annual activities gather MICE industry leaders to build upon the increasing popularity and improving infrastructure of the Asian region toward becoming the world’s leading MICE destination via knowledge sharing, networking, creating business opportunities and forming and strengthening cooperation.
Some of the topics discussed during the forum are on international exhibition branding and joint ventures, destination marketing information technology applications and cross strait venue competition and cooperation.
Ms. Nallana said it is important for the country to join in Asia’s MICE industry loop, saying the “money is in MICE.”
“It is a very big global industry in itself. MICE can contribute so much to the economy because it has a multiplier effect. It is not just about tourism. It benefits all the other industries, from food to attracting investors,” she said.
Asia is now gaining popularity as a MICE destination, which has been enjoyed by Europe and the United States.
Ms. Nallana said the Philippines is ahead of other countries in Asia in terms of technology and know-how.
“But we are behind in terms of infrastructure.”
For Cebu, she said the Cebu International Convention Center (CICC) is already “good enough” to attract international conventions and exhibitions. In fact, AFECA is mulling over the possibility of holding one of its meetings in Cebu.
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