SM Prime Holdings, one of the Philippines’ leading property developers, is significantly expanding its footprint in the meetings, incentives, conventions and exhibitions (MICE) sector. Through its hospitality arm, SM Hotels and Convention Corp (SMHCC), the company announced on Friday a Php5.3 billion ($93.9 million) investment to develop new and advanced convention facilities in Cebu and Pasay over the next five years.
The strategic expansion aims to enhance the country’s appeal as a top destination for business events and international gatherings.
SMX convention center seaside Cebu set for 2026 opening
In Cebu, SMHCC is developing the SMX Convention Center Seaside Cebu, a state-of-the-art venue positioned to become the largest and most advanced convention centre in the Visayas region. Scheduled to open in the third quarter of 2026, the centre will feature over 21,000 square metres of leasable space spread across six levels.
The new convention hub will be directly connected to the SM Seaside Arena and SM Seaside Cebu Mall, offering convenient access and integrated event experiences. The facility will include expansive pre-function areas, full back-of-house services, and complete digital infrastructure to support large-scale events and exhibitions.
SMXCITE expands capacity at Mall of Asia complex
Meanwhile, in Pasay City, construction is underway on SMXCITE, an extension of the existing SMX Convention Center Manila. Located within the SM Mall of Asia complex, SMXCITE is set to open in the first quarter of 2027.
The new venue will provide an additional 18,000 square metres of leasable space, complementing the current 17,000 square metres at SMX Manila. This expanded capacity will allow SMHCC to host multiple large events simultaneously and cater to growing demand from local and international organisers.
Strengthening regional MICE capabilities
SMHCC’s executive vice president, Peggy Angeles, said the projects reflect the group’s confidence in Cebu and Pasay as key growth areas for business tourism and MICE activity.
“Our expansion into Cebu and Pasay reflects our strong belief in the potential of these cities,” she stated. “By building next-generation venues with scale and flexibility, we are enabling more communities to benefit from the business and tourism opportunities that MICE events bring.”
Supporting local economies and tourism
The two projects are expected to boost economic activity in their respective regions by attracting international conferences, exhibitions and trade events. By integrating the new centres with major retail and entertainment hubs, SMHCC aims to offer comprehensive event solutions for organisers and visitors alike.
With both venues scheduled to open by 2027, SM Prime is positioning itself as a major player in Southeast Asia’s MICE industry, supporting the Philippines’ broader goals of strengthening its presence in global business tourism.
