Gregorio pitches sports tourism strategy at Cebu Business Month MICE Summit

CEBU CITY, Philippines — Philippine Sports Commission (PSC) Chairman Patrick “Pato” Gregorio highlighted the growing role of sports tourism in driving local economies during the Cebu Business Month 2026 MICE Tourism Summit held in Lapu-Lapu City.

Gregorio, together with PSC Commissioner Edward Hayco, took part in the summit at the Glass Pavilion in Mactan Newtown Beach, where government officials, tourism stakeholders, and business leaders discussed strategies for expanding Cebu’s meetings, incentives, conferences, and exhibitions (MICE) industry.

READ: PSC chair inspects Cebu venue for global sports events

As one of the featured speakers, Gregorio presented “Diversifying the Portfolio: The Potential of Sports Tourism,” emphasizing how major sporting events can generate economic activity beyond the competition venues.

During his presentation, Gregorio introduced the concept of “SMICE,” which combines sports with the traditional MICE industry. He said the approach encourages local governments, event organizers, and private businesses to maximize the economic opportunities created by hosting sporting events.

According to Gregorio, local organizers can capitalize on the PSC’s commercialization guidelines by adopting professional event management practices, securing broadcast rights, and establishing public-private partnerships to create sustainable revenue streams.

A veteran of the hospitality industry, Gregorio is no stranger to Cebu. Before joining the PSC, he served as general manager of the Waterfront Cebu City Hotel and Casino, giving him firsthand knowledge of the province’s tourism and hospitality sector.

READ: Gregorio eyes gov’t help for RTC

He noted that attracting athletes, officials, media personnel, and spectators for international competitions can provide a significant boost to local businesses, including hotels, restaurants, transportation services, and retail establishments.

Gregorio also pointed to Cebu’s opportunity to strengthen its position as a sports tourism destination, particularly as the province prepares to host the 2028 Asian Beach Games. The continental event is expected to draw thousands of athletes, officials, and delegates from around 45 Asian nations, creating opportunities for both the sports and tourism industries while showcasing Cebu’s world-class attractions.

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