An assessment of MICE tourism sector performance in Iloilo City before, during, and after the COVID pandemic: Inputs to the City MICE sector recovery plan

Abstract

This study assessed the performance of the MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism sector in Iloilo City during the COVID-19 pandemic, focusing on business profiles, adoption of risk mitigation strategies, and sectoral performance across three timeframes: before, during, and recovery period. Employing a mixed-methods approach, the study integrated quantitative data from 40 MICE stakeholders and qualitative insights from key informant interviews. Findings revealed that the adoption of risk mitigation strategies significantly varied based on business profile characteristics, particularly sub-sector, accreditation status, years in operation, and number of employees. Larger and more established organizations demonstrated higher compliance with strategies such as sanitation protocols, preparedness planning, and interaction risk management. These findings align with the Resource-Based View, which underscores the importance of organizational capacity in crisis response. Performance indicators such as employee retention, revenue growth, event bookings, and capacity utilization plummeted during the pandemic’s first year but gradually improved during the recovery phase. Statistical analysis indicated that businesses with higher adoption of risk mitigation strategies experienced better recovery outcomes. Furthermore, qualitative data highlighted the value of early planning, digital adaptation, stakeholder coordination, and staff training as essential components of recovery. Best practices observed among early-recovering MICE businesses included planning, employee safety protocols, flexible business models, and diversification of services. Overall, the study provides evidence-based insights on how business structure and preparedness significantly influenced resilience and recovery. It offers practical recommendations for MICE stakeholders and policymakers to enhance crisis preparedness and support sustainable recovery in the tourism sector.