Property giant Megaworld Corp. is planning to build more convention centers in major tourism areas nationwide as part of its multiyear strategy to help the country attract more tourists.

Last week, Megaworld marked its entry into the meetings, incentives, conferences, and exhibitions (MICE) business with the completion of its ₱1.5-billion Mactan Expo.

The stand-alone convention center is located inside the 30-hectare The Mactan Newtown township in Lapu-Lapu City, Cebu. It will serve as one of the main venues for the country’s chairship of the Association of Southeast Asian Nations (ASEAN).

Megaworld Head of Conventions and Events Louella Caridad said the Mactan Expo comes at the “perfect timing” for the developer amid the recent rebound of the local MICE sector following a massive decline during the pandemic.

“You will see that some of the operational convention centers already have bookings until 2027,” Caridad said, noting that the majority of the interest comes from international event organizers.

“It's just that sometimes [the country] doesn’t have facilities in the locations that they want to enter, and sometimes the space that we have is not enough,” she added.

Megaworld is looking to fill this gap by diversifying its portfolio of developments across its 37 townships nationwide to include convention centers.

Specifically, the company plans to build these facilities in major tourism areas where it already has townships.

Harold Geronimo, first vice president at Megaworld, said the townships under discussion include those in Palawan, Ilocos Norte, Cagayan de Oro, and Bacolod.

“But let's see how this convention center business will go and if we will be able to have those opportunities in those destinations,” he noted.

Geronimo said the company’s MICE facilities will be an integral component in the development of townships over the next 10 years, complementing its hospitality business.

“We see that in every township that we build, there is an opportunity for us to be able to contribute to the local tourism,” said Geronimo.

“That is the reason why we are building a lot of hotel properties all over the country because that's where we can help…so that we can entice more foreign tourists to the country. And now, there is another area of tourism, which is MICE tourism, that we want to help,” he added.

To entice both local and foreign event organizers, Geronimo said the company’s convention centers will be designed to be distinct and reflective of the locality, rather than just a mere “shoebox.”

At Mactan Expo, Megaworld integrated Cebu’s cultural elements into the infrastructure’s interior design, art installations, and overall ambiance, spotlighting the province’s artists.

With its hosting of ASEAN events this year, beginning with the ASEAN Travel Exchange (TRAVEX) from Jan. 28 to 30, the company expects tourist foot traffic at The Mactan Newtown to surge from last year’s three million.

More tourists are expected to visit the township next year with the opening of its ₱1.2-billion Mactan World Museum, which is the fourth and largest museum property of Megaworld.

The museum will highlight the Philippines’ relationship with Spain over the past centuries, covering Magellan’s expeditions, the ancient Kingdom of Sugbu, and the Battle of Mactan, among others.

“We have the hotels, we have the museum, we have the expo. Everything is really geared towards our vision of contributing to Philippine tourism,” said Geronimo.

Over the past decade, Megaworld has invested roughly ₱30 billion in developing Mactan Newtown. More investments are expected in the next decade as the company builds more hospitality, leisure, and commercial facilities, especially in the beachfront area.