Building on the momentum of its participation at Expo 2025 Osaka, the Philippines expanded its efforts to strengthen economic and tourism ties with Japan through a dedicated Meetings, Incentives, Conferences, and Exhibitions (MICE) Roadshow, staged in Tokyo and Osaka. The business-to-business (B2B) missions underscored the country’s objective to capture a larger share of Japan’s fast-growing outbound MICE market while showcasing the Philippines ’world-class facilities and signature hospitality.
“Today is more than a business exchange—it is a celebration of shared ambitions between the Philippines and Japan,” said Tourism Attaché to Tokyo Niel Ballesteros. “With Filipino warmth and Japan’s precision, we can co-create MICE experiences that are both extraordinary and enduring.”
Delegates listen to opening remarks by Tourism Attaché to Tokyo Niel Ballesteros during the Philippine MICE Roadshow 2025 at Hilton Tokyo Odaiba, Japan
The roadshow began in Tokyo on 26 August 2025 at the Hilton Odaiba, bringing together Japanese travel and event organizers with Philippine stakeholders from top hotels, convention centers, and destinations. The program featured a presentation from TPB’s MICE Representative, Sherdoll Bayona, who emphasized the Philippines ’expanding capacity and future-ready infrastructure.
She highlighted the country’s proven track record in hosting world-class events such as the ASEAN Summit, APEC meetings, the FIBA Basketball World Cup, and the FIVB Men’s Volleyball World Championship. Looking ahead, she noted that the Philippines will host the ASEAN Tourism Forum (ATF) in Cebu in January 2026, further solidifying its role as a regional hub for MICE.
Bayona also stressed that beyond infrastructure, the Philippines ’greatest strength lies in its people. “What truly sets us apart are our people—highly skilled MICE professionals who meet diverse international requirements with warmth and ease,” she said, pointing to the Filipino Brand of Service Excellence (FBSE).
The B2B sessions introduced Japanese partners to the MICE Plus Program, which offers value-added incentives such as airport receptions, welcome tokens, curated tours, and cultural performances to enhance delegate experiences.
Strengthening global business ties, CEI Cargo representatives Rayne Mallari, Dee Ledonio, and Jet Cabusay engage with Japanese partners at the B2B networking session
The momentum carried forward to Conrad Osaka on 29 August 2025, where Tourism Attaché Jerome Diaz led the second leg of the roadshow. In his remarks, Diaz recalled the Philippines ’pioneering role in Asia’s MICE industry, citing the establishment of the Philippine International Convention Center (PICC) in the 1970s, making the country the second in Asia after Japan to develop such facilities.
“Since then, we have proudly hosted many of the world’s most important international meetings and events,” Diaz said.
(Right to left) Tourism Attaché Jerome Diaz with Ms. Dee Ledonio and a Japanese representative
He also noted Japan’s robust MICE market, valued at 6.2 trillion yen (USD 42 billion) in 2024 and projected to reach 12.7 trillion yen by 2030. Meetings and incentive travel alone are expected to grow by 250% in the next six years, reflecting the rising importance of purposeful corporate travel. Diaz further shared three insights shaping Japan’s MICE landscape:
- Sectoral spending shifts, with events and exhibitions posting an 11% growth surge as demand for face-to-face engagement rebounds.
- Prefectural initiatives, with regions such as Shikoku and Tokushima branding themselves through cultural immersion, wellness, and sustainability programs.
- Evolving corporate travel themes, where meetings and incentive programs are increasingly tied to sustainability, wellness, and employee engagement.
“These insights remind us that collaboration in MICE must be anchored on innovation, cultural depth, and mutual value creation,” Diaz added. “Inspired by our participation at Expo 2025 Osaka, we aim to build stronger ties and meaningful partnerships with the Japanese MICE market.”
Partnership for the Future
The business mission gathered some of the biggest names in Japan’s MICE industry, including Nippon Travel Agency (Japan’s oldest existing travel agency), JTB (the largest), and Asia Business Development Co., Ltd. On the Philippine side, key stakeholders included the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS), World Trade Center Metro Manila (WTCMM), Clark Development Corporation, hotels, and brand activation companies.
Left to Right: Charisse Marie Lacson of Clark Development Corporation with participants during the B2B networking session at the Philippine MICE Roadshow 2025 in Tokyo, promoting Clark as a prime MICE destination
PACEOS President and Global Link MP CEO Patrick Lawrence Tan highlighted why these missions are crucial: “We organized this mission because we believe Philippine tourism can be strongly propelled by the growth of the MICE industry. Timed with the country’s participation at the World Expo, this is the perfect moment to show that the Philippines is ready to welcome MICE events. For tourism to thrive, MICE must grow—an average MICE delegate spends six times more than a leisure traveler. With world-class facilities, a welcoming service industry, and a workforce trained to meet international standards, we are confident in positioning the Philippines as a premier MICE destination.”
Buyers and sellers exchange business cards during the B2B networking session, fostering new partnerships and opportunities
Together, the Tokyo and Osaka missions generated USD 2,148,405.80 in sales leads, strengthening the Philippines ’foothold in Japan’s outbound MICE market. “Every conversation and every collaboration we make here in Japan matters,” Ballesteros concluded. “These missions are about unlocking opportunities and building connections that will drive our industries forward together.” The missions wrapped up with the presentation of the Philippines’ dedicated MICE brand, “We Take Your Business to Heart,” reaffirming the country’s commitment to combining world-class facilities with the warmth of Filipino hospitality.
ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.
Reference:
Maria Charina Quiwa
Manager
Marketing Communications Department
cha_quiwa@tpb.gov.ph