M.I.C.E. stands for Meetings, Incentive Travel, Conventions, and Exhibitions. It represents specialized sectors of tourism which require higher standards of tourism services and facilities.

The Philippine M.I.C.E. Conference (MICECON) is the biggest gathering of M.I.C.E. professionals. Since its first installment in 2010, it has been a highly anticipated educational event for travel and tourism and M.I.C.E. practitioners because of its range of topics, quality speakers and themed events. MICECON serves as a platform by which our MICE stakeholders learn from global experts new trends, approaches, methods and insights as well as draw inspiration and energy from their message to reach and fulfill new heights for the Philippine MICE and Tourism Industry.

As MICECON aims to strengthen the sectors involved in the M.I.C.E. Industry, it expanded to a two-year program that includes a comprehensive educational program for local stakeholders in the first year and a buyers invitational and business exchange program (MICECONnect) in the following year.