MICECON 2024 delegates gather to exchange insights, foster partnerships, and strengthen the Philippines’ MICE industry
From local roots to global recognition, the Philippines proudly took center stage at the Travel Daily Media (TDM) Travel Trade Excellence Awards Asia 2025, as the Tourism Promotions Board (TPB) Philippines clinched two prestigious honors. TPB’s flagship campaign for MICE Philippines in 2024 “We Take Your Business to Heart” was named Tourism Board Campaign of the Year, while its Community-Based Tourism (CBT) Marketing Enhancement Program earned the coveted Community Initiative of the Year award. These accolades underscore the country’s growing influence in business events and sustainable tourism across Asia.
The awarding ceremony was held on November 25 at the Marina Bay Sands Expo & Convention Centre in Singapore. Philippine Ambassador to Singapore Medardo Macaraig accepted the awards on behalf of TPB.
MICE Philippines: We Take Your Business to Heart is a bold branding initiative that reimagines business events as profoundly human experiences. From the artistry of Filipino creatives to the warmth of our service professionals, every detail is designed with passion, storytelling, and national pride.
His Excellency Medardo Macaraig (second from left), Philippine ambassador to Singapore, and Ms. Renee Gayle Chua (center), Second Secretary and Consul, Head of Cultural Section of the Philippine Embassy in Singapore, pose with Travel Daily Media publisher Tim Charlton (left) after receiving TPB’s awards
As early as 2010, TPB began laying the groundwork for the launch of this MICE initiative. It was built on the foundation of the Phil-Incentive Marketing Conference, now the Philippine MICE Conference (MICECON), which has grown into one of TPB’s institutional events where learning meets business generation. In 2021, amid the pandemic, TPB reimagined resilience through MICECONNECT, a dedicated hosted-buyers program. Today, the two alternate in rhythm: one shaping skills, the other forging markets. The MICECON and MICECONNECT have served as foundational pillars that led to the launch of MICE Philippines: We Take Your Business to Heart.
Meanwhile, the Community Initiative of the Year award recognizes TPB’s CBT Program, a four-phased approach that begins with understanding the stories and needs of the community, resulting in carefully designed capacity-building sessions for artisans and cultural practitioners. These steps prepare the communities for increased visibility through interactions with media, key opinion leaders, and other stakeholders, eventually connecting them to domestic and international tourism markets. Through this program, weaving collectives, traditional craftsmen, and emerging tourism destinations have gained access to sustainable opportunities, while strengthening and sharing their heritage.
These efforts have supported communities across Western Visayas, Bicol, CALABARZON, Zamboanga City, Lake Sebu, Northern Samar, Sorsogon, and the Cordilleras. This year, the program extended to Siargao and Palawan.
The Slow Food Community of Pasil, Kalinga showcases their heritage through a vibrant traditional dance
Garments are worn to honor the community’s rich weaving heritage at Lang Dulay Weaving Center in Lake Sebu, South Cotabato
TPB Chief Operating Officer Maria Margarita Montemayor Nograles welcomed the recognition, noting that the awards reflect both strategic work and TPB’s people-centered approach. “These honors affirm the heart of what we do. In MICE, we show that the Philippines is a destination where collaborations grow and business becomes personal. In community-based tourism, empowering local storytellers and artisans strengthens not only livelihoods, but also the identity we share with the world. We are grateful for this recognition, which validates programs built on collaboration, cultural pride, and authentic connections,” she shared.
For Ambassador Macaraig, the dual win carries significance beyond the ceremony. “This recognition is a proud moment for the Philippines. It speaks to the creativity of our tourism professionals, the dedication of our partners, and the resilience of our communities. Most of all, it reflects how the Philippines continues to shine as a country of warmth, talent, and hospitality. On behalf of the Philippine government, we extend our gratitude to Travel Daily Media for honoring the work of our tourism industry.”
The TDM Travel Trade Excellence Awards Asia is regarded as one of the region’s popular industry recognitions honoring organizations that help shape the future of travel across hotels, airlines, airports, cruise lines, tour operators, technology platforms, and national tourism boards. For TPB, these two awards reflect a year of stronger international visibility and deeper engagement with local communities and global markets.
They join TPB’s growing roster of international accolades, including the TTG Travel Awards 2025, GovMedia Conference & Awards 2024, and TripZilla Excellence Awards. These distinctions reflect TPB’s delivery of impactful programs, strong industry partnerships, and a sustained commitment to inclusive and community-driven tourism.
