By working closely with the venue host Clark Development Corporation (CDC), this year's MICECON of the Tourism Promotions Board (TPB) embraces technological innovation alongside diversity and inclusivity to redefine the MICE landscape in setting new approaches and executions of MICE events in the country. As the premier event for Meetings, Incentive travel, Conventions, and Exhibitions (MICE), the two-day conference challenges delegates to innovate and be creative as the Philippines positions itself as a premier MICE destination.

Following the theme, "MICE XD: Xperience Diversified," the conference provided interactive workshops and tech demos, networking opportunities, case studies and success stories, and visionary panel discussions toward a transformative experience for the delegates.

The conference featured the application of technological innovations that can streamline event and incentive travel planning, enhance attendee and visitor engagement, and customize travel tours. The latest advancements in event technology include AI-powered matchmaking, robotics for MICE event logistics, and immersive virtual experience the blur the lines between in-person and digital attendance.

The event also focused on fostering diversity in the industry by overcoming unconscious biases, creating inclusive spaces for all attendees, and adding inclusive practices to drive creativity and innovation in event design.

In MICE planning, speakers discussed sustainable event practices, ethical considerations, and responsible event management from eco-friendly venues to accessibility for all participants.

To enhance the MICE experience, participants were toured inside the Clark Freeport Zone, joined the corporate social responsibility activities, immersed in the cultural and culinary experience, and encouraged to be creative and show artistic expression as they attended the sessions.

In her welcome message on July 11, CDC President and CEO Atty. Agnes VST Devanadera underscored the capacity of the Clark Freeport Zone in hosting MICE events and the development plan to construct a convention and cultural center with an estimated 5,000 capacity in a 5-hectare property. She also shared the expansion projects of locators such as Hilton Clark Sun Valley Resort, Wyndham Destinations, and Hann Casino Resort to improve their accommodation and facilities for MICE events.

TPB Chief Operating Officer Maria Margarita Montemayor-Nograles expressed gratitude to CDC for their partnership in hosting the conference that gathered 750 participants and highlighted Kapampangan culture and hospitality.

MICECON 2024 also marked the launch of the "MICE Philippines: We Take Your Business to Heart" initiative that represents the collaborative effort between TPB, the private sector, and government bodies "to attract more local and international MICE organizers to our shores," said Montemayor Nograles.

In her keynote speech, Department of Tourism Secretary Christina Garcia Frasco highlighted the pivotal role of MICECON in driving economic growth and cultural exchange. She also lauded the support of the national government and effort of the TPB in addressing the challenges involving accessibility, connectivity, and opportunities to establish a resilient, sustainable, and competitive tourism industry that showcases the country's rich culture, heritage, and identity.

MICECON will run in Clark Freeport Zone until July 12, 2024.