The Event Experience Expo (E3) 2025, held at the World Trade Center Metro Manila (WTCMM), concluded as a landmark event, placing technology front and center not as a tool, but as the essential catalyst for transformation in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. The expo signaled a definitive shift toward integrated, outcome-driven event models in the Philippines and across the region.
With over 2,000 attendees and nearly 50 local and international exhibitors, E3 2025 served as a strategic milestone, demonstrating how innovation is actively reshaping how events are conceived, delivered, and valued. The focus was firmly on leveraging solutions—from artificial intelligence and immersive production to scalable platforms and intelligent matchmaking—to foster meaningful connections and measurable results.
“It’s no longer about staging a show. It’s about creating an experience,” said Pamela D. Pascual, Chairman and CEO of WTCMM, in her opening remarks. “Today’s MICE events must deliver more than foot traffic. They must generate quality outcomes. We see events as platforms that foster strategic partnerships, drive sectoral growth, and connect SMEs to global value chains.”
The event successfully generated an estimated ₱25 million in business, setting a new standard for the Philippine events industry through its expert-led learning sessions and powerful networking opportunities.
A major theme of the expo was the application of AI to enhance attendee engagement and business development. Highlights included:
- Personalized Content: Snapside, part of the Sparks AI suite introduced by GEVME, showcased a platform that allows attendees to scan QR codes for real-time session summaries. This extends content reach, personalizes engagement, and provides organizers with valuable, actionable insights. Jonathan Easton, VP of Product Design, noted, “When attendees feel seen and supported, they stay longer, engage deeper, and come back. That’s not just good UX, it’s good business.”
- Engineered Matchmaking: Jublia, presented by Commercial Head Kevin Ng, reinforced the data-driven approach with its AI-powered platform. It curates meetings based on attendee profiles, effectively turning passive foot traffic into guaranteed business outcomes. “We’re seeing organizers shift from hoping for connections to engineering them,” Ng said. “That’s the difference technology makes.”
Beyond the platforms themselves, E3 2025 also served as a celebration of the creative and technical talent powering the industry’s evolution. The expo underscored the critical role of Filipino designers, engineers, and producers whose expertise is driving these global changes. As Pascual proudly stated, “Some of the best in the world, and they’re right here.”
By bringing together trusted suppliers, emerging platforms, and forward-thinking organizers, E3 2025 provided a timely and influential snapshot of an industry headed toward a smarter, more inspired future, one that Philippine-based innovation is actively helping to shape.
