CTHM lays out strategic master plan to showcase Davao City as MICE destination

As a means to boost the tourism industry of Davao City with a Thomasian touch, the College of Tourism and Hospitality and Management (CTHM) presented its Meetings, Incentives, Conventions, and Events (MICE) strategic plan that aims to shape the city into a premier hub for the said activities in South East Asia. The turnover ceremony of the master plan was held on March 4, 2022 at Seda Abreeza Hotel, Davao City. 

Reshaping Davao City through MICE strategic masterplan

With the aim to bolster Davao City’s market leadership in the industry, the MICE masterplan made the following strategic recommendations:

  1. To establish a government bureau that will oversee the MICE industry;
  2. To expand integrated/mixed use tourism complexes with large scale work in key areas equipped with latest technology;
  3. To create a unique brand that aims to appeal its target market;
  4. To professionalize MICE organizers;
  5.  To increase Davao City’s visibility; and
  6. To strengthen Davao City’s MICE analytics.

Moreover, the MICE strategic masterplan contains a four-stage action plan, namely:

  1. Professionalization and the formalization of the Davao City MICE industry;
  2. Setting and finalizing the strategic directions of the MICE bureau;
  3. Developing tools and plans to ensure effective monitoring, evaluation, and control measures; and
  4. Expansion of Davao City MICE vision to become the preferred destination and provider in the ASEAN region.

For CTHM Dean Assoc. Prof. Gezzez Giezi G. Granado, DCL, life is in Davao City, which was also dubbed as the “crown jewel of Mindanao”. “As we slowly reopen and rebuild the tourism industry with this Davao City MICE strategic plan, it is no wonder the best place to stage any meetings, incentives, conventions, and events is Davao City,” Granado said in his message.

CTHM Regent Rev. fr. Roland D. Mactal, O.P., SThD also underscored that the project is a part of the 7-point agenda laid down by the Rector, Very Rev. fr. Richard G. Ang, O.P., PhD.

The MICE Strategic Master Plan project was handled by the College of Tourism and Hospitality Management, led by Dean Granado (Project Director) and fr. Mactal. Inst. Jame Monren Mercado, MACHS served as the Project Coordinator, while Tourism Management Department Chair Jane Devanadera, MSTM served as Project Consultant. Faculty members Mr. Arnulfo Ricardo A Butiong, MMC and Ms. Katherine Camille A. Nagal served as the project’s writers/researchers, while CTHM Support Staff Ms. Ruby Ann I. Lucina was tapped as the team’s graphic artist. The team likewise credited the UST Graduate School – Center for Conservation of Cultural Property and Environment in the Tropics for opening the doors for them to connect with Davao City, through the 2019 Associaton of Tourism Officers of the Philippines – UST Capacity-Building Seminar-Workshop in Pampanga.

In her message, Davao City Mayor Sara Duterte said the project will bring a myriad of prospects that will empower Dabawenyos, as well as contributing to the city’s thriving socio-economic growth. “This plan shall be a guide for both policymakers and the private sector in identifying key roles each need to take, as well as crucial areas of convergence for a brighter future for MICE in Davao City. With this plan, we look forward to seeing more public and private tourism players and investors take bigger roles in our city’s MICE industry.” said Mayor Duterte.

This event was organized by the Davao City Tourism Association of the Davao City local government unit.

Watch the turnover ceremonies here.

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