The Tourism Promotions Board (TPB), in collaboration with the Clark Development Corporation (CDC), kicked off M.I.C.E.CON 2024 at the SMX Convention Center Clark on July 11, 2024, with a vibrant celebration of Kapampangan culture and hospitality.

This year’s theme, “MICE XD: Xperience Diversified,” promises to redefine the MICE landscape by integrating technological innovation, AI advancements, and a commitment to diversity and inclusivity.

This year’s edition opened with messages from CDC President and CEO Atty. Agnes VST Devanadera who warmly welcomed the delegates and Professional Convention Management Association (PCMA) President and CEO Sherrif Karamat who shared a solidarity speech, emphasizing the evolving needs of global travelers in today’s dynamic MICE industry.

TPB Chief Operating Officer Maria Margarita Montemayor-Nograles expressed gratitude to CDC for their partnership in hosting this transformative event, underscoring its significance in elevating Clark’s status as a premier MICE destination.

Department of Tourism (DOT) Secretary Christina Garcia Frasco delivered an inspiring keynote speech, highlighting the pivotal role of MICECON in driving economic growth and cultural exchange.

The opening ceremony then featured a video presentation on Mariang Sinukuan, a goddess in Philippine mythology known for protecting nature and Pampanga’s rich resources.

This was followed by captivating performances of Kapampangan talents, including a techno rendition of the Salakot Dance by Bcontempo dancers, Sinukwan dancers, and Buganda lighted drumbeaters and dancers.

This dance alludes to the Salakot Arch, a landmark in Clark that symbolizes its progress as a business hub and a MICE destination in Luzon. This same salakot has now become an integral part of M.I.C.E.CON 2024, commemorating its second hosting in the city exactly a decade after its inaugural event in Clark in 2014.

The vibrant performances introduced the Modern Putong ceremony, where participants were ceremoniously crowned with a salakot in a gesture of warm welcome.

DOT Secretary Christina Garcia-Frasco, TPB COO Margarita Montemayor Nograles, and Atty. Agnes VST Devanadera led the Modern Putong, symbolically crowning the embodiment of the Goddess Mariang Sinukuan, signifying the delegates’ official welcome to M.I.C.E.CON 2024.

The opening ceremony harmoniously reflected the conference’s theme, “MICE XD: Xperience Diversified,” which pledges to enhance the MICE experience by uniting industry leaders and positioning the Philippines as the premier destination for MICE activities, well-prepared for the future.

This memorable start is apt for the three-day event that challenges delegates to innovate and be creative through their different sub-themes:

Xperience the Xtreme

Clark, a premier sports and leisure destination, boasts top-notch facilities perfect for athletes and active guests. Delegates are encouraged to embrace a travel-in-style attire on the first day, participating in the first-time attendees’ session, MICE Market Opening Ceremony, corporate social responsibility activities, and welcome cocktail reception.

Xplore Local Flavors

Clark offers a vibrant cultural and culinary experience, emerging as a destination rich in Filipino culture, cuisine, festivals, historical sites, and hospitality infrastructure. As such, participants are encouraged to wear attire inspired by culinary themes or food, incorporating local weaves for added flair during the second day. This unique theme reflects the different ingredients that make up a successful MICE event, such as technology, sustainability, destination management strategies, and marketing and promotions, which are all topics covered in the sessions.

Xercise Creativity

With its creative community, Clark is developing into a thriving center for creative arts, culture, and fashion. These various components set Clark apart as a vibrant hub for artistic expression and cross-cultural discovery. Delegates are encouraged to wear their most funky and vibrant attire on the third day. These interesting outfits are apt for the sessions covered during the last day, as the speakers will cover creative topics, like digital marketing and AI.

All these demonstrate that M.I.C.E.CON 2024 is more than just a conference; it is a transformative experience set to revolutionize the way we approach and manage MICE events.

As the premier event in the Philippines for Meetings, Incentive Travel, Conventions, and Exhibitions (M.I.C.E), M.I.C.E.CON is known for its dependable platform that offers incentivized event components for benchmarking and abundant networking opportunities with both local and international MICE experts.

MICECON will run in the Clark Freeport Zone until July 12, 2024.

The Clark Freeport Zone is all set to provide the perfect backdrop for the largest gathering of Meetings, Incentive Travel, Conventions, and Exhibitions (MICE) in the Philippines as it hosts the MICE Conference (M.I.C.E.CON) 2024 on July 10 to 12, 2024.

The convention will be held at the SMX Convention Clark with around 750 participants coming from the tourism and business events sector.

M.I.C.E.CON is the biggest gathering of MICE professionals in the country. It offers attendees an opportunity to learn about global trends in business meetings, explore Clark’s facilities, and network with MICE experts.

Organized by the Tourism Promotions Board (TPB) Philippines and Clark Development Corporation, M.I.C.E.CON returns to the Clark Freeport Zone, following its successful hosting in 2014. Clark won the bid to host the event due to its accessibility, readiness of conference venues, and the overall contributions of the event to the area. This highlights Clark’s potential as a MICE hub and its capacity to attract investments and stimulate economic growth.
This year’s conference theme, “MICE XD: Xperience Diversified”, will focus on technology, inclusion, and diversity—key factors shaping the future of the MICE industry in the Philippines. The theme underscores the importance of technological advancements and the promotion of inclusivity to ensure that events are seamless and welcoming for all participants.

“The development of the MICE sector is essential to our overarching goal of generating employment opportunities for Filipinos. By positioning the Philippines as a premier MICE destination, we foster economic growth and provide invaluable opportunities for our people. The theme of this year’s conference, ‘MICE XD: Xperience Diversified,’ is particularly poignant as it focuses on technology, inclusion, and diversity—key factors that will shape the future of our industry. Embracing technological advancements allows us to innovate. By empowering the Filipino workforce and capacitating them with the necessary technology, we aim to propel our tourism industry to greater heights. Meanwhile, promoting inclusivity ensures that every participant feels welcomed and valued, while diversity enriches our perspectives and strengthens our collaborations,” said Tourism Secretary Christina Garcia Frasco.

“By prioritizing these elements, we are not only enhancing the quality and reach of our events but also creating a more robust and inclusive MICE ecosystem here in the Philippines. This, in turn, translates to increased investments, more job opportunities, and a thriving economy for Filipinos”, the tourism chief added.

Meanwhile, TPB Chief Operating Officer Maria Margarita Montemayor Nograles noted the significance of the event welcoming the delegates from across the country.

“It is with great pride and enthusiasm that the Philippines welcomes the delegates of M.I.C.E.CON, the largest and most significant gathering of MICE professionals in the Philippines. This event brings together a diverse mix of delegates who are shaping the future of the Meetings, Incentive Travel, Conventions, and Exhibitions (MICE) industry,” said COO Nograles.

“M.I.C.E.CON offers an unparalleled platform for attendees to immerse themselves in global trends in business meetings, discover the exceptional facilities in Clark, and forge meaningful connections with MICE experts. The return of M.I.C.E.CON to the Clark Freeport Zone marks a momentous occasion. Following the success of its 2014 hosting, Clark has once again emerged as the ideal venue due to its strategic accessibility, state-of-the-art conference facilities, and the positive impact this event will have on the region,” added the TPB Chief.

VIPs attending include Tourism Secretary Christina Garcia Frasco and Atty. Agnes VST Devanadera, President and CEO of Clark Development Corporation.

The roster of speakers include the author of “Add Value”, Mark Carter, who will discuss how technological innovation transforms destinations.

Another noteworthy speaker is the co-founder and CEO of Gevme, Veemal Gungadin, who will cover topics on green event planning and AI for enhanced visitor experiences.

Mike van der Vijver, the Chief Meeting Designer of Orange Gibbon Ltd., will also hold a plenary session on success stories and lessons from industry leaders and another one on balancing digital marketing with in-person experiences.

In addition to the conference, attendees can look forward to an enriching program that includes MICE Market and half-day city tours. The TPB will also highlight its commitment to diversity and inclusivity through four Corporate Social Responsibility activities.

These include an immersion program at the CDC Family Care Center catering to the indigenous people, a visit to the children in Bale-Balayan Museum, a tour of the La Rose Noire Foundation, and a learning experience at Hansa Creation.

The event will also offer students from various colleges and universities the opportunity to present event business plans through the Philippine MICE Youth Challenge and will mark the refresh of MICE Philippines: we take your business to heart, a program that aims to take to the world the brand new MICE.

M.I.C.E.CON 2024 is made possible through the support of its official conference partners: Department of Tourism, Chroma Hospitality Inc., Filinvest Mimosa+ Leisure City, Foton Motor Philippines, Gevme, Hann Resorts, Hilton Clark Sun Valley Resort, Hilton Manila, Stotsenberg Leisure Park and Hotel Corporation, Luzon International Premiere Airport Development (LIPAD) Corp, Mabalacat City Government, Clark Marriott, Midori Hotel and Casino, Plaza Premium Lounge, Provincial Government of Pampanga, San Miguel Corporation, Quest Plus Hotel & Conference Center Clark, Royce Hotel & Casino, SMX Convention Clark, and Swissotel Clark.

Additional support comes from major partners from the private and government sectors: City Government of Angeles, Deco Central, EVA Air, Destileria Limtuaco Co. Inc., Dia Town Clark, Duty Free Philippines, Here Café, Metro Pacific Tollways, Park Inn by Radisson Clark, PLDT Clark Tel, SM City Clark, SM Supermalls, and Smart Communications.

The organizers also extend gratitude to their partners: Aqua Planet, Ayala Foundation, Ayala Museum, Bale-Balayan Museum for the Poor, Clark City Front Mall, Clark Safari and Adventure Park, Clark Water, Decathlon, Creamline, DTI Philippines, El Kabayo, Gemik Clark Sports Unlimited Sports Club Inc., Genesis Transport Service, Inc., Global Gateway Development Corp, Hansa Creation, Hotel and Restaurants Association in Pampanga, Kilton Motor Corporation, La Rose Noire, MSMED Council Pampanga, Municipality of Porac, Puregold Duty Free, Sirus Realty Service Inc., Sunlight Air, VG Bakery & Cafe, Victory Liner, Wyndham Garden and Zen Institute.

To know more about M.I.C.E.CON, visit http://www.micecon.ph