SMX breaks event record, expands capacity nationwide
SMX Convention Center, the meetings and exhibitions arm of SM Prime Holdings Inc. (SM Prime), reported that it hosted a record number of events and visitors in 2025—giving it greater confidence to continue expanding to serve untapped demand.
In a media briefing, SM Hotels and Convention Corp. (SMHCC) Senior Vice President Walid Wafik said, “we are adding capacity ahead of demand as part of our long-term plan because there are some markets that we didn’t tap on yet because of the limited capacity that we have.”
He noted that, “with sufficient capacity we think MICE [meetings, incentives, conferences, and exhibitions] can be a significant driver of tourism business activities and regional growth for the Philippines.”
“We are scaling capacity in step with demand, while focusing on developments that complement our current portfolio. This allows us to extend growth beyond the capital and strengthen our presence in key provincial markets,” said SMHCC Executive Vice President Peggy Angeles.
In Cebu province, SMX Convention Center Seaside Cebu will soon rise. It is poised to become the largest convention center in the Philippines and is scheduled to open in the fourth quarter of 2026.
In Pasay City, SMXCITE, or SMX Center for International Trade and Exhibitions, is under construction within SM Mall of Asia (MOA) complex. The 18,000-square-meter (sqm) facility is set to open in early 2027 and will be the country’s largest international exhibition venue.
Wafik said that while these facilities have yet to be completed, they have already started receiving bookings for both properties.
“This gives us confidence that the added capacity will attract additional shows and events plus this also gives us a good edge with international events that we have not been tapping or Manila wasn’t being considered because of the limited sizes of the venues. So this is opening great new doors for us,” he added.
SMX said its strong performance last year reinforces its position as a top destination for large-scale events in the country. It currently has eight convention centers and trade halls, three of which are in Metro Manila, including Megatrade Hall at SM Megamall in Mandaluyong City, while the others are in Davao, Bacolod, Clark, Olongapo, and Cebu’s Sky Hall.
Across these properties, SMX booked 1,632 events, up 10 percent from 1,480 in 2024. Booked events during the year were almost evenly divided between Metro Manila and regional venues, reflecting the rising popularity of provincial destinations.
Visitor traffic climbed 38 percent to 8.42 million from 6.1 million, as the expanded lineup of booked events and their strong audience pull translated into higher foot traffic.
“Since the pandemic reopening, we have seen sustained demand not only in Metro Manila but also in key regional destinations. The accessible locations of our venues also encouraged walk-in visitors, particularly for exhibitions and consumer shows open to the public,” said Angeles.
Major events staged at SMX venues in 2025 included flagship trade exhibitions and consumer shows such as Philconstruct, World Food Expo (WOFEX), SiGMA Asia, Manila International Auto Show (MIAS), and TravelTour Expo (TTE), along with bridal fairs and large-scale cosplay conventions.