Philippine MICE Tourism Post-Covid 19: An Overview of Challenges and Opportunities

Maria Arlene Tuazon Disimulacion


The unprecedented impact of the novel corona-virus (COVID-19) adversely affected the Philippine Meetings, Incentives, Conventions and Exhibitions (MICE) industry. Optimistic forecasts and expected increases in arrivals and investments in infrastructure were stifled by travel restrictions, involuntary quarantine, and social distancing bringing the industry to a standstill. However, the pandemic offers a unique opportunity to rethink and innovate strategies to transform MICE tourism. Anchored on the value-chain and stakeholder theories, this paper argues that recommendations from stakeholders are critical as the industry pivots into the new normal. Using primary and secondary data, the study reveals that the barriers include limited MICE infrastructure, intermittent internet connectivity, and non-targeted marketing campaigns. On the other hand, the study shows that the Philippines can leverage on its human resources, authentic tourism products, and opportunities for strong collaboration. Although the respondents were limited to a panel of industry experts, the results of this exploratory research resonate with similar studies. Further empirical studies may reveal its feasibility for sustained growth and development in a post-COVID-19 MICE tourism landscape. Moreover, the pandemic may provide the impetus to further strengthen the collaboration and partnership between stakeholders across the MICE value chain.

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