MICE stands for Meetings, Incentive Travel, Conventions, and Exhibitions. It refers to specialized segments of tourism that require higher standards of services, facilities, and destination readiness.

The Philippine MICE Conference (MICECON) is the country’s largest gathering of MICE professionals. Since its launch in 2010, it has served as a flagship learning and industry development platform for travel, tourism, and business events stakeholders—featuring timely topics, credible speakers, and themed activities. Through MICECON, stakeholders gain practical insights on global trends and emerging practices, and strengthen networks that support the continued growth of the Philippine MICE industry.v

To strengthen this impact, MICECON evolved into a two-year program: Year 1 focuses on learning and capability-building, while Year 2 introduces MICECONnect—a buyers’ invitational and business exchange program that supports business matching and market access.