CEBU CITY — SM Hotels and Conventions Corp. (SMHCC) is making a decisive play in the country’s fast-growing Meetings, Incentives, Conferences and Exhibitions (MICE) industry with the opening of the Philippines’ largest SMX Convention Center in Cebu, scheduled for the third quarter of 2026.
With an investment of Php3.3 billion, the new SMX Cebu will deliver more than 21,000 square meters of leasable event space, immediately setting a new scale for MICE facilities outside Metro Manila. Designed with fully scalable halls, professional event support, and international-standard amenities, the venue can accommodate gatherings of up to 18,000 delegates, placing Cebu firmly on the regional map for large-format conventions and exhibitions.
The project reflects SMHCC’s long-term confidence in Cebu as a business and tourism hub. Long regarded as one of the country’s most in-demand event destinations, the city has often lacked the capacity to host major international exhibitions and summits without sending organizers to Manila.
“Cebu has always been a strong market for events,” said Walid Wafik, senior vice president for operations of SMHCC. “Bringing the SMX brand here is the result of more than two decades of experience in delivering professional, high-impact events across the country.”
SMX Convention Center has built its reputation as the Philippines’ premier convention venue, known for purpose-built spaces that cater to large exhibitions, corporate gatherings, and major celebrations. The Cebu facility extends that track record to the Visayas, positioning the city to compete more aggressively for international and regional MICE traffic.
Strategically located along the Cebu South Coastal Road, the convention center will sit beside SM Seaside City Cebu, offering direct access to retail, dining, and leisure options. It is also well connected to key infrastructure, including the Cebu-Cordova Link Expressway and Mactan-Cebu International Airport—an advantage for overseas delegates and exhibitors.
More than a standalone venue, SMX Cebu anchors a master-planned complex that includes a 300-room Park Inn by Radisson, a 200-room Radisson Hotel, and the 16,000-seat SM Seaside Arena. Together, the development positions Cebu as a fully integrated MICE and entertainment destination, capable of hosting conventions, exhibitions, concerts, and large-scale events within a single ecosystem.
For SMHCC, the project addresses a long-standing market gap. “Soon, there will be no need to fly to Manila for major exhibitions or summits,” Wafik emphasized. “That experience will be available in Cebu.”
As competition for MICE tourism intensifies across Southeast Asia, the opening of the largest SMX Convention Center signals a clear shift: Cebu is no longer just a secondary option but emerging as a serious contender for world-class business events.