The Tourism Promotions Board (TPB), in collaboration with the Clark Development Corporation (CDC), kicked off M.I.C.E.CON 2024 at the SMX Convention Center Clark on July 11, 2024, with a vibrant celebration of Kapampangan culture and hospitality. This year’s theme, “MICE XD: Xperience Diversified,” promises to redefine the MICE landscape by integrating technological innovation, AI advancements, and a commitment to diversity and inclusivity.
This year’s edition opened with messages from CDC President and CEO Atty. Agnes VST Devanadera who warmly welcomed the delegates and Professional Convention Management Association (PCMA) President and CEO Sherrif Karamat who shared a solidarity speech, emphasizing the evolving needs of global travelers in today’s dynamic MICE industry.
TPB Chief Operating Officer Maria Margarita Montemayor-Nograles expressed gratitude to CDC for their partnership in hosting this transformative event, underscoring its significance in elevating Clark’s status as a premier MICE destination. Department of Tourism (DOT) Secretary Christina Garcia Frasco delivered an inspiring keynote speech, highlighting the pivotal role of MICECON in driving economic growth and cultural exchange.
The opening ceremony then featured a video presentation on Mariang Sinukuan, a goddess in Philippine mythology known for protecting nature and Pampanga’s rich resources. This was followed by captivating performances of Kapampangan talents, including a techno rendition of the Salakot Dance by Bcontempo dancers, Sinukwan dancers, and Buganda lighted drumbeaters and dancers.
This dance alludes to the Salakot Arch, a landmark in Clark that symbolizes its progress as a business hub and a MICE destination in Luzon. This same salakot has now become an integral part of M.I.C.E.CON 2024, commemorating its second hosting in the city exactly a decade after its inaugural event in Clark in 2014.
The vibrant performances introduced the Modern Putong ceremony, where participants were ceremoniously crowned with a salakot in a gesture of warm welcome. DOT Secretary Christina Garcia-Frasco, TPB COO Margarita Montemayor Nograles, and Atty. Agnes VST Devanadera led the Modern Putong, symbolically
crowning the embodiment of the Goddess Mariang Sinukuan, signifying the delegates’ official welcome to M.I.C.E.CON 2024.
The opening ceremony harmoniously reflected the conference’s theme, “MICE XD: Xperience Diversified,” which pledges to enhance the MICE experience by uniting industry leaders and positioning the Philippines as the premier destination for MICE activities, well-prepared for the future. This memorable start is apt for the three-day event that challenges delegates to innovate and be creative through their different sub-themes:
Xperience the Xtreme
Clark, a premier sports and leisure destination, boasts top-notch facilities perfect for athletes and active guests. Delegates are encouraged to embrace a travel-in-style attire on the first day, participating in the first-time attendees’ session, MICE Market Opening Ceremony, corporate social responsibility activities, and welcome cocktail reception.
Xplore Local Flavors
Clark offers a vibrant cultural and culinary experience, emerging as a destination rich in Filipino culture, cuisine, festivals, historical sites, and hospitality infrastructure. As such, participants are encouraged to wear attire inspired by culinary themes or food, incorporating local weaves for added flair during the second day. This unique theme reflects the different ingredients that make up a successful MICE event, such as technology, sustainability, destination management strategies, and marketing and promotions, which are all topics covered in the sessions.
Xercise Creativity
With its creative community, Clark is developing into a thriving center for creative arts, culture, and fashion. These various components set Clark apart as a vibrant hub for artistic expression and cross-cultural discovery. Delegates are encouraged to wear their most funky and vibrant attire on the third day. These interesting outfits are apt for the sessions covered during the last day, as the speakers will cover creative topics, like digital marketing and AI.
All these demonstrate that M.I.C.E.CON 2024 is more than just a conference; it is a transformative experience set to revolutionize the way we approach and manage MICE events. As the premier event in the Philippines for Meetings, Incentive Travel, Conventions, and Exhibitions (M.I.C.E), M.I.C.E.CON is known for its dependable platform that offers incentivized event components for benchmarking and abundant networking opportunities with both local and international MICE experts.
MICECON will run in the Clark Freeport Zone until July 12, 2024.