Advancing M.I.C.E. Professional Development Across Region I in La Union (July 16–17, 2026)

The Philippine MICE Academy, in a vibrant partnership with the Department of Tourism (DOT) Region 1, successfully equipped local stakeholders to ride the next big wave in business events. The comprehensive two-part program began on June 30, 2026, with a virtual MICE 101 session that laid a strong foundation, guiding 54 attendees through the Philippine MICE Roadmap and the economic drivers of incentive travel.

The excitement then shifted to the shores of La Union for the intensive, face-to-face MICE 102 sessions held at the J&V Hotel and Resort in San Fernando City on July 16–17, 2026. Here, 55 participants dove into strategic event planning, mastering advanced tools like event marketing and creating unforgettable "WOW" and "WIW" sensory experiences for attendees. Putting their skills into practice, the attendees pitched innovative localized concepts, with the team "MICE ON THE RISE" delivering the winning proposal for their highly viable "Rides: Wheels to Waves".

Through this collaboration, the Philippine MICE Academy continues its mission to empower local communities. By upgrading regional capacities, the Academy ensures that La Union and the broader North are well-prepared to welcome the surge of business tourism and firmly establish themselves as premier, event-ready destinations.