The missing piece: Cebu gets long-awaited MICE boost with new arena

CEBU CITY, Philippines — For years, Cebu had all the makings of one of the country’s premier meetings, incentives, conferences, and exhibitions (MICE) destinations.

It boasts an award-winning international airport with expanding global connectivity, a robust tourism industry, thousands of hotel rooms, and a strategic location at the heart of the Visayas.

But it lacked one crucial piece: a venue capable of hosting the world’s biggest events.

That gap narrowed significantly this week with the formal opening of the 25,000-capacity SM Seaside Cebu Arena, which industry leaders say completes a critical part of Cebu’s long-standing ambition to compete with Metro Manila — and even established MICE hubs across Southeast Asia.

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With a capacity larger than that of the SM Mall of Asia Arena in Pasay City, the new venue is expected to strengthen Cebu’s appeal to international conventions, exhibitions, concerts, and sporting events, driving longer visitor stays and higher tourism spending.

“My father has always believed in Cebu,” said SM Prime Holdings Chairman Hans Sy.

Ecosystem for MICE

The arena also marks the beginning of a broader expansion of Cebu’s business events infrastructure.

Adjacent to the venue, SM Hotels and Conventions Corp. is developing the SMX Convention Center Seaside Cebu, which will offer more than 21,000 square meters of exhibition space, alongside new hotels within the South Coast City township.

READ: SM Seaside Cebu Arena redefines Visayan entertainment

Together, the projects are envisioned as an integrated business tourism district where visitors can attend large-scale productions while staying, shopping, and dining within the same estate.

The development is expected to position Cebu to compete for international events that have traditionally gone to Metro Manila or regional destinations such as Singapore, Thailand, and Malaysia.

The arena is part of a long-term vision that began more than two decades ago, Sy said.

“We still have the convention center. We still have the hotels that are coming. We have quite a number of projects in the pipeline,” he added.

READ MORE: SM Seaside Cebu Arena on track for June 2026 opening

Sy also believes the arena will unlock opportunities in sports tourism, an area where Cebu has struggled to compete because of the lack of a world-class indoor venue.

“We have missed out on sports tourism,” he said, noting that organizers are already exploring bringing international volleyball and basketball tournaments to Cebu.

For Cebu

For SM Prime, the arena represents more than another entertainment venue.

“This gathering marks a defining milestone for our company and the people of Cebu,” said Arnel Gonzales, vice president and general manager of SM Arena Complex Corp., during the formal launch.

“For many years, Luzon was the default stage for the country’s largest and most iconic productions. Here in Cebu, that story begins to change,” Gonzales said. ///

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