SM Hotels and Convention Corp. (SMHCC), the hospitality subsidiary of SM Prime Holdings Inc., is rolling out a ₱5.3 billion ($90 million) investment to expand its presence in the country’s meetings, incentives, conferences and exhibitions (MICE) sector, starting with large-scale projects in Cebu and Pasay.
The first project, SMX Convention Center Seaside Cebu, is slated to open in the third quarter of 2026.
Once completed, it will be one of the largest convention centers in the Visayas region, offering more than 21,000 square meters of leasable space across six levels. The facility will be directly connected to SM Seaside Arena and SM Seaside Cebu Mall.
“Cebu’s robust economic performance makes it a strategic location for MICE expansion,” said Peggy Angeles, executive vice president of SMHCC. “We see it as a rising hub for regional and international events.”
Angeles said the Cebu venue will feature “expansive pre-function spaces, full digital infrastructure, and back-of-house capabilities designed for world-class events.”
Meanwhile, SMHCC also broke ground on SMXCITE in Pasay City last April. Set within the Mall of Asia Complex, the new center will add 18,000 square meters of leasable space to the existing SMX Manila’s 17,000 square meters. SMXCITE is scheduled to open in the first quarter of 2027.
“Our expansion into Cebu and Pasay reflects our strong belief in the potential of these cities,” Angeles said. “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.”
The investment is part of a broader plan to decentralize MICE infrastructure from Metro Manila and support economic activity in key urban centers.
SMHCC said its SMX venues are designed to integrate with malls, hotels and transport hubs to offer convenience to event organizers and guests.
Business News Asia