M.I.C.E.CON 2024 Opens in Clark With An Experience to Remember

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.