MANILA — SM Hotels and Conventions Corporation (SMHCC) is expanding its events portfolio with the opening of three new SMX Trade Halls in Luzon scheduled for the fourth quarter of 2026.
The new venues, which will be operated under the SMX Convention Center brand, will rise in Cabanatuan, Nueva Ecija; Santo Tomas, Batangas; and Santa Rosa, Laguna. Together, the facilities will add more than 13,000 square meters of exhibition space to the company’s growing network.
SMHCC said the expansion is aimed at meeting increasing demand for meetings, incentives, conferences and exhibitions (MICE) outside Metro Manila, particularly in fast-growing commercial hubs in Luzon.
The additional trade halls are expected to accommodate trade shows, corporate events and large-scale community gatherings, while supporting efforts to decentralize major events from the capital region.
The move forms part of SMHCC’s broader expansion strategy, which includes large-scale projects such as the upcoming SMX Convention Center Seaside Cebu—touted as the largest convention center in the Philippines—and SMXCITE (Center for International Trade and Exhibitions), which is being positioned as the country’s biggest exhibition and trade hall venue.
SMHCC Senior Vice President Walid Wafik said the new trade halls will widen the company’s geographic reach and create more platforms for businesses and communities to connect.
“Our continued investments reflect our confidence in the Philippines’ growing MICE potential and our mission to deliver accessible, high-quality event spaces across the country,” Wafik said.
According to the company, the new facilities will feature flexible layouts and modern infrastructure and will be integrated with nearby retail and hospitality developments to provide convenience for event organizers and participants.
With flagship venues in Manila and Cebu and a growing network of regional trade halls, SMHCC said it aims to strengthen its position in the country’s expanding MICE industry while supporting local economic activity and tourism growth.