THE Philippines will roll out a new meetings slogan and MICE manual later this year to raise awareness of what the country has to offer as a business events destination.
Tourism Promotions Board COO, Domingo Ramon Enerio III, hinted that the brand will be connected to It’s More Fun in the Philippines because “if you are happy, then you are more productive”.
Enerio said the goal of the MICE manual is to acquaint meeting planners with business meeting facilities in the Philippines, as business meetings is one of the five central themes of the Visit Philippines 2015 campaign.
The other four are history, culture, lifestyle, and entertainment.
Local MICE players had clamoured for MICE branding and a MICE manual during the Philippine MICE Conference in June.
The move is timely given the year-long series of Asia-Pacific Economic Cooperation (APEC) meetings involving 25,000 international delegates in 2015.
Over 150 small to medium-sized APEC meetings are due to take place, not including bigger events that will culminate in the November summit.
“This provides an opportunity for us to put our best foot forward,” said Enerio.
Other events also on the 2015 calendar include the 70th anniversary of the Liberation of Manila in September, and Madrid Fusion Manila, an offshoot of one of Europe’s most celebrated gustatory festivals.