MICE: Potentials dimmed by traffic woes
Recently, the US dollar is on the rise again against our peso. So, depending on which side of the political divide someone belongs, he or she will always have something to say. The fact though is that, as the USA continuously improves its economy, the dollar goes with it. As it gets stronger, expects that hot moneys placed in different parts of the world (the Philippines included) shifts to the US dollar being the world’s safest currency. So that, in the Philippines, in particular, as hundreds of millions of US dollars move out, it shall get stronger against our peso.
Absolutely, exporters, BPOs and OFWs will rejoice in such appreciation. Likewise, to some foreigners awash with US dollars, we shall become an inexpensive destination. Therefore, tourism may be able to cash in, in this respect.
In terms of number or purpose, we can classify tourism as group tourism or personal tourism. Personal tourism is so common to us. We see families, honeymooners and friends coming in for leisure, entertainment, festivals, etc. Group tourism is what the meetings industry players generally call MICE (Meetings, Incentives, Conferences and Exhibitions) and as MEEC (Meetings, Expositions, Events and Conventions) in the United States of America.
In MICE or MEEC, groups come in huge numbers for purposes of attending conferences, conventions, expositions or exhibits whether religious, economic, professional, environmental, medical or scientific in nature. A typical example was the 51st International Eucharistic Congress which Cebu hosted several years ago.
So that, it is good to hear that Department of Tourism7’s Chief Tamano is reportedly trying to forge closer relationship and constant coordination with the region’s tourism stakeholders. Likewise, it is noteworthy that the Cebu Chamber of Commerce & Industry (CCCI), through its president Melanie Ng, will get more involved in tourism related projects.
Notably, CCCI President Ng emphasized that “aside from showcasing the attraction of Cebu as destination in heritage, beaches and shopping, CCCI will also support hotels to improve Cebu's foothold in MICE (meetings, incentives, conferences and exhibitions), as Cebu has yet to scratch the surface of this huge market.” In this respect, she (CCCI President Ng) hit the nail right on the head.
Truth to tell, several countries are taking MICE very seriously. The reason is very obvious. Its economic value is lucrative and huge for the host city. Among others, economic benefits range from foreign exchange generation to job creation. It also offers business opportunities that usually lead to the development and upgrade of national and regional infrastructure.
In the 2016 (the latest information available in number of meetings) statistics released by the International Congress and Convention Association (ICCA), countries USA, Germany, United Kingdom, France and Spain were the top choices of MICE or MEEC organizers. These are exactly the same countries that topped in 2015 but in different orders (2015 statistics showed USA, United Kingdom, Germany, Spain and France). Conspicuously, except for the USA, the top five countries are all in Europe. The Philippines placed 48th (behind Thailand, Singapore, Malaysia and Indonesia at 24th, 28th, 35th and 40th, respectively).
On the other hand, Paris, Vienna, Barcelona, Berlin, London (all European cities) were the most preferred cities. Notably, however, among Southeast Asian cities, Singapore ranked 6th, Bangkok placed 12th and Kuala squeezed in at 32nd. Sadly, Manila just placed 56th and Cebu City placed 256th. If there is any consolation, it is the fact that despite having thousands of cities in the world, we were still given due recognition.
According to ICCA, “the popularity of countries as MICE destinations depends on a wide range of factors, not only connected to the countries themselves and their situation, but also to the type of meeting and how well it relates to the environment of choice.” Thus, logically, we have been chosen as host of the 51st IEC because we are predominantly a catholic country. Other factors “include the current social, political and economic situation of a country, its safety and its accessibility from abroad.”
With a new international airport terminal, we shall become very accessible from abroad. That can be a big factor. However, what is appalling is, when we are hosting big events like the IEC, for instance, other economic activities had to be either slowed down or stopped (like truck bans). It is not because of our being host per se, but because such hosting will further worsen Metro Cebu’s traffic congestion.
So that, if we should try to make Cebu one of the most preferred destinations for MICE, efforts should not be limited on structure improvements and facelifts alone. It is about time that our authorities shall put their acts together in solving our traffic woes.