The tourism industry stakeholders in Cebu are preparing to get a share of the meetings, incentives, conventions and exhibition (MICE) market this year as Cebu is set to host the 2011 MICE Congress in August.
Cenelyn Manguilimutan, Cebu Parklane International Hotel general manager, said the hotel expects 2011 to be a performance year for the industry as it prepares to cater to the MICE market that’s beginning to show interest in Cebu.
“The MICE market has very huge potential to grow here in Cebu and we’re seeing this happening starting this year especially after we’ll be hosting the 2011 MICE Conference this coming August. This will put Cebu in the global map of destinations for these kinds of activities aside from the usual liesure market,” she said.
Manguilimutan said the hotel had an early positive occupancy turnout this year even after the Sinulog.
“We are targeting to achieve a 72 percent average occupancy this year. Since January we are already at 79.8 percent, which is clearly an indication of a booming tourism industry this year despite the recent happenings outside the country,” she said.
Cebu Parklane International Hotel’s preparations for the increase of MICE tourists this year include the recent unveiling of their new icons “Mangga and Manggo” which embody the hotel’s vision to be known as a Cebuano brand hotel.
The hotel is also undergoing a “face-lift” of their amenities and rooms to give them a touch of Cebuano feel in them.
She said that they had already spent at least P5 million for the renovations in the fourth floor of the hotel which houses their new Kan-anan restaurant, the pool and the gym.
Meanwhile, Mövenpick Hotels and Resorts, which recently launched their brand in Cebu in Mactan Cebu in what used to be known as Cebu Hilton Resort and Spa, also was preparing to get a share of the MICE market this year especially with the 2011 MICE Congress.
Manuel “Manny” Osmeña, Oikonomos International Resources Corp. chairman, said during the recent announcement of the firm’s partnership with Mövenpick Hotels and Resorts, they had allotted P100 million for property upgrades of the hotel including having bigger and modern conference rooms, which were required for the MICE market.
Rose H. Libongco, who is consultant for marketing of the hotel, said she sees bright prospects for the MICE market in Cebu especially with the international airport that serves numerous direct international flights to many countries already.
“MICE is a sustainable market segment in the Philippines and a lot has already looked to this market and how they can cater to their needs. Even from our local companies, there are many doing the MICE business already through conferences, annual plannings, team buildings and many more,” Libongco said.
Libongco added that with the 2011 MICE Conference this August, they expect Cebu to be well exposed among many association heads and executives representing major companies from around the country and the world and will open up the MICE market segment more.
“We will be participating in the conference and we will make sure that we’ll be there in trying to encourage more conventions to be held here in Cebu,” Libongco said.