Global Tourism Business Association (GTBA) President Michelle Taylan is pushing for reinvention and dynamic collaboration across the sector through a set of benchmarks she dubbed as M.I.C.E.  Not to be mistaken from the Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism segment, GTBA’s MICE calls on stakeholders to be “Motivators, Influencers, Creators, and Economic drivers.”

 “Travel and tour professionals are ‘motivators’ in a way because we strive to uplift different segments and industries, as well as the overall image and reputation of the country.  We also help ‘influence’ people to try new destinations and experiences that give value to their everyday lives,” Taylan said.  She adds how travel and tourism stakeholders ‘create’ meaningful collaborations that open the world further to people who want to explore.

There is also the ‘economic’ aspect in travel that paves the way for job creation. Taylan said the MICE tourism segment is a good venue to apply these set of principles.  The GTBA organized the first-ever Boracay Business Forum last April 19, gathering ambassadors, airline representatives, and Aklan government officials under one roof.  

“We heard insights from top diplomats and they are seeing opportunities in developing the MICE segment across different regions in the Philippines. This goes hand in hand with our goal to develop infrastructure and facilities catering to this particular segment,” the GTBA President said. With the success of the Boracay Business Forum, the GTBA is planning to conduct another series soon.

The association is also preparing for the second edition of the Travel Sale Expo, happening on September 27-29, 2024 at the SM Megamall Megatrade Hall.