Property giant Megàworld (PSE: MEG) is venturing into the MICE (Meetings, Incentives, Conferences, and Exhibitions) business in its continuing bid to further help boost the country’s tourism industry through tourism-related developments within its townships, starting with the opening of its first standalone convention center, Mactan Expo, inside its 30-hectare The Mactan Newtown township in Lapu-Lapu City, Cebu.
The Php 1.5 billion Mactan Expo will serve as one of the venues for the upcoming ASEAN Summit hosted by the Philippines, beginning with the ASEAN Travel Exchange (TRAVEX), one of the major events under the ASEAN Tourism Forum (ATF) 2026, scheduled from January 28 to 30.
Designed to set a new benchmark for world-class conventions and events in the Philippines, Mactan Expo is a celebration of Cebuano identity, with every element reflecting the island’s culture and natural beauty while supporting seamless large-scale gatherings. Its pillar-less main hall allows for uninterrupted exhibitions, conferences, and celebrations, while sculptural wall installations adorned with seashells from Cebu’s pristine beaches add a touch of local artistry. Visitors are welcomed by a light-filled foyer featuring abstract artwork inspired by the movement of Cebu’s coastline, while the main lobby showcases commissioned works by Cebuano artists.
Mactan Expo supports diverse guest needs with a VIP lounge, Muslim-friendly prayer rooms, and an integrated showroom showcasing its conference spaces, each named after Cebu’s famous beaches, along with comprehensive venue services. Ample parking and an intuitive layout allow the venue to operate efficiently and enable guests to navigate the space with ease.
The move marks the company’s strategic push to diversify its portfolio of developments across its townships nationwide.
To strengthen its entry into the MICE industry, MEG has tapped veteran MICE executive Louella Caridad to lead the company’s MICE business, which will oversee the development, management, and operations of its convention and exhibition facilities in key growth areas across the country.
The group will closely collaborate with Megàworld Hotels & Resorts, enabling the company to provide a fully integrated events offering that brings together convention venues, accommodations, and food and beverage services within its townships. They are currently the country’s largest hotel developer and operator, with 14 operational hotel properties and approximately 6,500 room keys nationwide.
Caridad was the chief operating officer of World Trade Center Metro Manila, the Philippines’ first world-class exhibition center, before joining MEG. She brings over 20 years of professional experience in retail and real estate operations, energy solutions, and property management.
“One of Megàworld’s opening salvos in nation-building was the expansion of our hotels, and now we are entering the MICE business with the main goal of providing essential developments and world-class convention facilities. After Cebu, we will explore other key growth areas to expand this business as we aim to attract more international conventions and events, just like the ASEAN Summit, which will become a landmark hosting for Megàworld’s first-ever convention center,” says Lourdes T. Gutierrez-Alfonso, president and CEO of MEG.
The company plans to expand its MICE business to other townships in key tourism areas over the next five to ten years.
