ASEAN chairmanship puts Manila in spotlight as business events destination
The Manila Times
25 October 2026
The Philippines’ role as 2026 chair of the Association of Southeast Asian Nations (Asean) is creating opportunities for Manila to attract more international meetings and conferences, as event organizers increasingly seek destinations that combine business facilities, competitive costs and authentic local experiences, according to Hilton.
Sebastien Kaeuffer, vice president for commercial operations, APACx at Hilton, said the country’s growing role in regional cooperation, alongside investments in infrastructure and workforce development, is strengthening its position as an emerging destination for meetings, incentives, conferences and exhibitions (MICE).
“The Philippines has been steadily strengthening its position as an emerging MICE destination in Asia, backed by investments in infrastructure, workforce development, and destination capabilities,” Kaeuffer said in an email interview with The Sunday Times Magazine.
He cited the Tourism Promotions Board’s “We Take Your Business To Heart” initiative, launched in 2025, which aims to attract more global business events by leveraging the country’s natural assets and human capital.
The Philippines’ preparations for the Asean Summit in November, along with other regional business gatherings, are also expected to create opportunities for knowledge exchange, networking and investment.
“Hosting these high-profile regional engagements demonstrates the Philippines’ capacity to provide a conducive environment for business development and continued investment. Together, these developments reinforce its position as an emerging MICE destination and an increasingly important hub for regional collaboration and investment,” Kaeuffer said.
Manila’s growing appeal
Although domestic demand remains the primary driver of Manila’s MICE sector, Hilton is also seeing increased interest from international companies and organizations looking to hold meetings, conferences and events in the city.
Kaeuffer attributed the interest to a growing calendar of association, medical, government and corporate events, as well as Manila’s connectivity, hospitality infrastructure and value proposition for organizers.
“As organizations look for destinations that can combine business objectives with meaningful travel experiences, Manila and the broader Philippines continue to strengthen their appeal as MICE destinations, supported by a wide range of venues, accommodation options and leisure offerings,” he said.
Compared with established regional business hubs, Manila offers organizers a growing talent pool, a diverse business ecosystem and expanding MICE and hospitality infrastructure, allowing them to accommodate events of different formats and sizes.
The city’s affordability is another advantage, particularly for smaller corporate meetings and incentive travel, where organizers seek competitive venue and service rates without sacrificing the quality of the delegate experience.
“Meeting and incentive planners can benefit from competitively-priced venues and services, alongside the Philippines’ distinctive archipelagic backdrop for incentive travel, helping organizers create more meaningful delegate experiences that balance business objectives with connection and discovery,” Kaeuffer said.
Infrastructure developments are also supporting the city’s growth. These include renovations to the Philippine International Convention Center in Pasay and plans for a new Philippine International Exhibition Center on a reclaimed island in Manila Bay.
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| Philippine International Exhibition Center |
Improved air connectivity is another factor, with expanded routes and increased flight frequencies from Philippine Airlines, Cebu Pacific and AirAsia to regional cities such as Kuala Lumpur, Singapore, Tokyo and Seoul. The resumption of Air France’s direct Paris-Manila route has also strengthened accessibility.
However, sustained growth will depend on more than air links and convention venues. Adequate hotel capacity, reliable ground transportation and continued investment in visitor facilities will also help destinations accommodate events of varying sizes and requirements.
Local experiences take priority
Beyond infrastructure and accessibility, event organizers are increasingly prioritizing authentic cultural experiences, local cuisine and activities that allow delegates to connect with their host destinations.
Hilton’s “Why We Gather” research found that 84% of attendees consider experiencing local culture a major benefit of work-related events, while 83% value authentic local cuisine.
The findings point to opportunities for hotels and event venues to make local experiences an integral part of business programs.
“At Hilton, we work closely with event planners to incorporate local culture, cuisine, wellness and community engagement into itineraries, helping delegates connect with the destination beyond the meeting room,” Kaeuffer said.
At Conrad Manila, delegates can participate in guided art walks featuring selections from the hotel’s collection of more than 700 contemporary Philippine artworks, join hands-on rug-tufting workshops and experience local dining. The hotel also offers traditional Filipino hilot and Kalinga Detoxifier treatments at Conrad Spa.
Conrad Manila
Hilton Clark Sun Valley Resort, meanwhile, offers flexible event spaces and proximity to a golf course, allowing organizers to incorporate team-building and incentive activities. The property also supports community initiatives involving children’s homes, senior care facilities and environmental projects.
Hilton Clark Sun Valley Resort
Sustainability is another consideration in event planning. Through its Meet with Purpose program, Hilton encourages practices such as sourcing local ingredients, supporting food donation programs, recycling and improving resource efficiency. Its Meeting Impact Calculator helps organizers assess the environmental impact of their decisions.
These efforts reflect a broader shift toward events that combine business objectives with community engagement and responsible practices.
Regional integration fuels demand
Kaeuffer said closer economic ties across Southeast Asia are creating a more interconnected environment for business travel and MICE activities, with implications for how companies conduct business across borders.
“The region’s strategic position at the heart of Asia, supported by an extensive network of free trade agreements, connects it to major economic corridors, including China, India and the Middle East,” he said.
“As trade flows shift and Southeast Asia continues to attract regional headquarters and manufacturing and industrial hubs, cross-border business activity and demand for MICE and business travel will grow alongside it,” he added.
Business travel spending across Asia Pacific is forecast to exceed $700 billion in 2026, representing 10.9 percent year-on-year growth, according to Kaeuffer.
For the MICE industry, greater regional integration also broadens the choice of destinations available to event organizers. As governments invest in connectivity and visitor facilities, business events can increasingly extend beyond traditional gateway cities.
“Rather than simply bringing delegates together in one city, events can be increasingly designed around regional business engagement, networking, and destination experiences, facilitating face-to-face connections and deepening cross-border business relationships,” Kaeuffer said.
He identified Jakarta, Da Nang, Phu Quoc, Langkawi, Bandung and Chiang Rai among destinations with growing MICE potential. While some are developing facilities for larger conferences, others are attracting incentive programs, leadership retreats and corporate gatherings through their cultural, culinary and resort offerings.
Jakarta, in particular, shares similarities with Manila as an economic and business center with a diverse mix of industries, international air connections and continuing investment in convention and hospitality infrastructure.
Kaeuffer said such destinations can offer organizers the capabilities of more established regional hubs while providing greater budget flexibility.
Sustaining growth beyond the summit
For the Philippines, the challenge will be to translate the regional visibility generated by the Asean chairmanship into sustained demand for international meetings, business travel and investment.
Kaeuffer said the country’s geographic diversity presents an opportunity to attract different types of events, from corporate meetings and retreats to exhibitions and incentive travel.
He cited Cebu’s hosting of the Asean Tourism Forum in January as an example of how destinations outside Metro Manila can showcase their event infrastructure. Bacolod, Iloilo and Boracay are also gaining prominence as hosts for mid- to large-scale gatherings.
“As the Philippines continues to strengthen its MICE infrastructure, develop local talent, and diversify its tourism offerings, it is well positioned to raise its profile as a strong MICE destination in the region,” he said.
Developing more destinations could help the country offer organizers a wider choice of settings while spreading tourism and business opportunities beyond established hubs. Continued investment in transportation, hotel capacity, convention facilities and workforce skills will be important to supporting that growth.
For Hilton, the Philippines forms part of a wider regional strategy that seeks to match its hotel brands and meeting capabilities to evolving demand across Southeast Asia.
“Our role is to support this growth with the right brands and offerings, while providing planners with the expertise and seamless execution needed to deliver memorable experiences,” Kaeuffer said.
