It is what every products and services want. It is what all companies battle to acquire. They know that when their products and services achieve high visibility in a particular event they will have an upper hand in their competition in the long run.


So I ask why are companies not aggressive enough to acquire it when joining expo and tradeshows.

Is it because of the investment requirements?

There are many ways no to spend a lot in achieving high visibility in events. A concentrated activity in a particular timeslot is one way and having said this you have to figure other creative ways to maximize events.

For the engagement the events provide is more than the investment that you will place into it. Just try once and you will see what I mean with it.

The move of Leyte and Mati, Davao to grab a chunk of the local and international market by developing infrastructure is a welcome development.


Leyte has been receiving a lot of inquiries for events but is not able accommodate it because of lack of facilities. Currently, it has an existing convention center owned by the government that can house 3,000 people. In Tacloban, the highly urbanized area of Leyte there is only 870 rooms. Indeed improvement in infrastructure is badly needed in order to attract MICE activities.

One of the famous tourist spot in Leyte is the Mac-Arthur Shrine.

Mati, Davao on the other hand boasts a virgin nature comparable to Palawan. There are also a lot of beaches in Davao that tourists are already visiting. It has Pujada Bay and Dahican beach, a beach is favourable for surfing.

Both these provinces need investors and their aggressive moves are positive signs that these two places will be a MICE hub and tourist magnet in the coming months.

It’s Friday and events in Metro Manila is more than a handful but I will be going around the Metro to see three events that interests me.


First is the 1st Philippine Chocolate and Ice Cream Show at the World Trade Center, new events like this gets me excited. I wanted to know what it is all about and also to show support to the organizer which is a newbie or the first time I have heard of them.

Second, it’s the annual Philippine Franchising Expo at SMX Convention Center. The vibrancy of this event is one indicator of how our economy will fare. Visitors here are all businessmen and entrepreneurs, all wanting to see opportunities in starting a business or expanding an existing business.

Lastly, my life is not about business events because if ever that will be it will be such a bore right? So I am going to watch a Cinemalaya movie, in my top list is “Ang Paglilitis ni Andres Bonifacio” directed by Mario O Hara. I have heard and read good reviews of this one so I am not depriving myself a chance to have it slip by and not watch it.

Yes, I know majority watch commercial movies meant for entertainment but in Cinemalaya watching movies are not only for entertainment but for mental and spiritual stimulation. I am afraid only few wanted to go there at this point in time but I believe someday soon the public will buy this kind of movies and ideas.

It is a crazy Friday, the Metro is still recovering from Basyang’s fury, but scheduled events and expo must continue and that is a true hallmark of an event organizer that lives in the dictum that the show must go on.

Just before it gets totally out of my head and completely forgotten I must share to you why I enjoyed reading “Catching Fire” of Suzanne Collins her sequel to the equally blockbuster “Hunger Games”.


It has been almost three months since I finished this book but many developments prevented me for giving my say to this nice piece of work.

Anyways, “Catching Fire” as a story shows the importance of symbols. In Katniss Everdeen’s universe she has become a symbol to oppressed people of different districts in Panem. Her insignia the Mockingjay, a hybrid of a mocking bird and a jabber jay, has become her representation, a symbol of their support to the uprising that is about to take place because of Katniss unconscious but witty action in the first book “Hunger Games” where she defied the authoritarian regime of Panem.

This show of defiance stokes the fire of rebellion and the Mockingjay insignia became a symbol of the revolution and of hope in toppling the oppressive regime.

We saw the power of symbols in Da Vinci Code and immediately fell in love with Robert Langdon. Even in the movie American Treasure we fell in love with Nicholas Cage character. In real life, the color yellow symbolizes hope and catapulted PNOY to power in the Philippines.

I know this may have been discussed a lot of times but in events one of the ingredients to make it successful are symbols that create connections with its target audience. One of the symbols or the most important symbol of all is the logo of the event. It maybe trivial to some but to those who knows well a logo that sinks inside the target markets consciousness create a very formidable contribution to the positive results of the event.

Symbols cannot be encapsulated by a number of beautifully stringed words. It lives and grows inside each and every attendee in an event or expo.

This is why I am very thankful for”Catching Fire” for reaffirming in me what I have already known. Now I am in a waiting mode as to when will the third sequel of the book will land in the Philippines that will be one of the best days of my life in the year 2010.

I don’t know what is going on but it seems that organizations are racing against time to develop and grow their people. I said this because I have observed that there is a growing need for events that provides knowledge on how to develop people and talents.

If some say there is a glut they are totally wrong! I talked to one organizer and the demand is so high that he was forced to push thru with another event that is out of his calendar of events just to cater to the demands he is receiving.

At this point, I am only talking with big events like conferences. In fact this year, there are four big events happening to answer and provide knowledge on people management or human resource management.

If we go to public workshops and seminars there are a very large number of these happening every day, not to mention that some big companies that can afford to hold it in-house.

So what does this trend say to us? For one, we have a people problem that we need to address. Second, we are constantly searching on how to improve productivity in the workplace. Third, people are in a constant flux that we need to be abreast on their dynamics and prevent or prognosticate the best way to manage them and bring out their full potential.

Already in a span of two days I have read news about our government’s plan in cornering a chunk of tourism market.


According to AFP, “ the government aims to double tourism revenues in six years while avoiding the mass-market route taken by some of its Southeast Asian neighbours, the country’s tourism secretary told”.

In the article, the government focus on strengthening infrastructure with emphasis on cultural , medical tourism and the beaches.

While I agree in all points enumerated in the news the came out in Business World dated July 12 (just one day after an article came out in Philippine Star on Boracay’s overdensity), I scratched my head that there is no mention of MICE as one of the key drivers in veering away from mass-market and attracting high value tourist visitors.

There are already an excess of study that MICE as an important part of tourism attracts businessmen and potential investors which spend 4 times compared to backpackers and almost always entertain the possibility of setting-up shops in the country that leads to job generation.

The growth of Singapore, Malaysia, Thailand and Hongkong will never be possible without MICE playing an important role. In fact, mega events like F1, ASEAN conventions and meetings are what attract high value visitors.

It is not only that MICE provides higher income they brought along with them new knowledge and technology that our country can enjoy as we push harder in realizing our dreams to be a developed nation.

Yes, promoting our beaches and taking care of it is important. Yes, creating museums and displaying artefacts and giving solid support to cultural activities will make Philippines more attractive to tourist. If we add infrastructure that provides access to our country then will surely multiply the tourism receipts that we are getting.

However, if we do not give a special attention to MICE and neglect it for the coming six years the number of meetings and visitors generated last 2008 and 2009 which are already spiralling down will only get smaller.

The English proficiency which we are so proud of will not be fully maximized because it is in MICE that this competitive advantage we can immediately harness and put into good use.

I understand that there are so many concerns in our tourism industry but in my humble opinion we must never forget MICE – it is a tourism activity that churns lasting impact.

China has set-up many convention halls that dwarf our biggest convention hall here. If this is not an indication that we must use MICE as a weapon I don’t know what else is this sector needs to do to be appreciated by our government.

An article that came out July 11 in Philippines Star and was picked-up by Yahoo News said that DOT Secretary Alberto Lim find Boracay so dense and is alarmed by the algae that grows which he attributes to hotel and many establishments sewerage system.


Asked if the government can do something about it he mentioned that there is a possibility that the government cannot halt overdevelopment in this 10.3 square kilometre paradise.

I feel sad that already the white flag is being raised by our incoming Secretary of Tourism to the difficult situation that Boracay is in. What I know is that the associations and different cause oriented groups in Boracay can be called to action, most especially if the long term view is presented to them in all honesty. I should know I have talked to two of hotel operators and one government official when I was there.

True! Boracay has become dense because the place has turned-out to be one of the best beach party places in the world. We cannot deny the fact that it has also created a lot of jobs. Some nearby provinces have benefited from Boracay in terms of providing jobs for their citizenry.

If ever Caticlan Airport development pushes thru then we can see an additional increase of people visiting to Boracay. Seeing this possible reality, the DOT headed by our new secretary must make drastic actions. Giving-up and raising the white flag is not one of them.

In the face of Boracay’s popularity and the economic benefits that it offers vis-a-vis the threat of losing the island’s beauty because of the overdevelopment I strongly suggest that a strong and firm political will must be imposed in the island.

Our country has a lot of experts to craft a creative solutions to problems that bedevil the island. If there will be no under the table transactions and self interest will be pushed at the back burner, all things are possible.

In India, the public-private initiatives have work wonders. I think this can also happen in Boracay’s case. Our government and the private entities that are involved sit down they must have as the guiding principle in threshing out solutions the operative world BALANCE AND SUSTAINABLE DEVELOPMENT.

Again, it is not yet time to throw in the towel. Also not yet time to suggest that tourist go somewhere else in the country. All of these mean fleeing to the root of the problem.

I strongly believe there are a lot of solutions to this current imbroglio; we just need to sit down and talk.

The celebration is slated this August 16-20, 2010 at the Universidad De Manila Auditorium.

The activity will be free and open to the public which will showcase different business topics and livelihood skills that can be readily use for earning money.

It will also have free certificate of completion to those who have completed the event.

Globalization has change the way we do business. On the other hand, internet made it possible for unknown brands to compete and corner markets around the world.