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ADFIAP participates in MICECON 2023 and serves as a team coach in the first-ever MICE Youth Challenge

ADFIAP, represented by its Secretary General, Mr. Enrique I. Florencio, attended the Philippine MICE Conference (MICECON) 2023, the biggest gathering of Meetings, Incentives, Conventions, and Exhibitions (MICE) professionals held on March 1-3, 2023 at the SMX Convention Center in SM Lanang, Davao City.

Located in the southern part of the Philippines and the center for development in Mindanao, Davao City hosted this year’s MICECON  after 10 years. The conference is deemed an effective way to restart and boost economic and tourism activities, not only in the Davao region but also in the rest of the Philippines and the world.

“Davao’s hosting of the MICECON will provide a tremendous boost to the city’s tourism industry and a huge step towards its vision of making Davao a preferred MICE destination not only in the Philippines but in Asia”, said TPB COO Maria Margarita Montemayor Nograles.


At the sidelight of the MICECON event, Mr. Florencio facilitated the evaluation of the 2024 MICEON Bidders at the Lumpini 1 Room, Dusit D2 Davao on March 1, 2023, from 9:12:00 pm and serves as a team coach in the afternoon from 2:00-5:00 pm for the first and much awaited Philippine MICE Youth Challenge, the national competition for students who are enrolled or have recently completed the MICE Management or Business Events Class in a Philippine-based university. This activity allows contestants to conceptualize and present an event business plan that will be reviewed by a select panel of MICE experts to deepen their knowledge about industry practices.

MICECON is an annual event organized by the Philippine Department of Tourism (PDOT) through its marketing arm, the Tourism Promotions Board (TPB), to serve as a platform for MICE stakeholders to learn global trends and travel tourism from global experts, new approaches in sales and marketing, business and professional development, convention and exhibition management, incentive travel, events design as well as corporate social responsibility (CSR) activities and networking opportunities in themed social functions.


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