MANILA – As tourism rebounds across Southeast Asia, Megaworld Corp., the Philippines’ largest township developer, is making a long-term wager on meetings, conventions and exhibitions, a sector it believes will anchor the country’s next phase of travel-led growth.
In a disclosure to the Philippine Stock Exchange in late January, the Andrew Tan–led company said it plans to roll out a network of convention and exhibition facilities across its nationwide township portfolio over the next five to 10 years. The strategy marks a notable expansion beyond Megaworld’s traditional focus on residential towers, office parks and hotels, positioning the group to capture a larger share of high-spending business and event-driven tourism.
The push begins in Cebu, where Megaworld recently completed the ₱1.5-billion Mactan Expo, its first stand-alone convention center, inside the 30-hectare The Mactan Newtown in Lapu-Lapu City. The venue will make its international debut later this month as host of the ASEAN Travel Exchange (TRAVEX), a flagship event of the ASEAN Tourism Forum, underscoring the Philippines’ renewed bid to attract regional and global gatherings.
A Strategic Shift Toward MICE
Megaworld executives say the move into the MICE sector — meetings, incentives, conferences and exhibitions — is both a diversification play and an extension of the company’s long-stated role in nation-building.
“One of our earliest contributions was expanding hotel capacity to support tourism,” said Lourdes T. Gutierrez-Alfonso, Megaworld’s president and chief executive. “Now we are entering the MICE business to provide essential, world-class infrastructure that supports the country’s tourism goals.”
Domestic tourism officials have echoed that view. The Department of Tourism has repeatedly identified business events as a priority segment, citing their outsized economic impact and ability to smooth seasonality. Industry groups estimate that MICE travelers spend significantly more per visit than leisure tourists, benefiting hotels, restaurants, transport providers and local suppliers.
Internationally, organizations such as the United Nations World Tourism Organization have pointed to Asia’s recovery in cross-border travel and conferences as a key driver of urban tourism growth, particularly in secondary cities like Cebu that offer both infrastructure and leisure appeal.
Cebu as a Test Case
Designed to meet international technical standards, the Mactan Expo features a large, pillarless main hall, dedicated VIP lounges and Muslim-friendly prayer rooms, reflecting both inclusivity and global best practices. Its architectural elements draw on Cebuano culture while prioritizing efficient guest flow for large-scale events.
To lead the new division, Megaworld appointed Louella Caridad, the former chief operating officer of World Trade Center Metro Manila, who brings more than two decades of experience in exhibition and trade center management. She will work closely with Megaworld Hotels & Resorts to offer integrated event packages that bundle venue space with accommodations, catering and other services.
That integration is central to Megaworld’s strategy. The company currently operates 14 hotels with about 6,500 rooms nationwide, most of them embedded within its mixed-use townships. By linking convention centers directly to these developments, Megaworld aims to create what it calls a “live-work-play-attend” ecosystem, designed to keep visitors — and their spending — within its districts.
Looking Beyond Cebu
After Cebu, the company plans to explore other high-growth tourism hubs for future convention facilities, though specific sites have not yet been named. Analysts say the approach mirrors global trends, where large developers leverage mixed-use projects to attract international events and long-stay business travelers.
If successful, Megaworld’s MICE expansion could play a meaningful role in strengthening the Philippines’ position on the regional convention map, complementing government efforts to revive tourism and diversify its offerings beyond sun-and-sand destinations.
For Megaworld, the bet is clear: as travel returns, the gatherings that bring thousands of visitors at a time may prove just as valuable as the homes and offices it has long been known for building. (zai)