Beyond the Ballroom: SMX’s Expanding Footprint

In 2025, growth in the Philippine events industry was not measured merely in square meters, but in momentum. At the center of that surge stood SMX Convention Center, the meetings and exhibitions arm of SM Prime Holdings, Inc., which delivered its strongest performance yet—setting new benchmarks in both event volume and visitor traffic.

Across its eight properties nationwide, SMX mounted 1,632 events during the year, marking a 10 percent increase from 2024. The calendar was nearly evenly split between Metro Manila and key regional hubs, underscoring a shift in how business and consumer gatherings are distributed across the country. Destinations such as Clark, Bacolod, Davao, and Olongapo continued to gain traction, proving that world-class exhibitions and conventions are no longer confined to the capital.

The numbers behind the foot traffic were equally striking. Visitor turnout surged 34 percent to 8.54 million, fueled by a diversified roster of trade shows, expos, and lifestyle gatherings that attracted both industry players and the general public. From construction and food expos to technology showcases, auto displays, and travel fairs, the venues became platforms not only for commerce but for shared experiences.

According to SM Hotels and Conventions Corporation leadership, sustained post-pandemic demand and the strategic placement of venues within integrated developments helped drive accessibility and walk-in attendance—particularly for consumer-facing exhibitions.

Yet the story does not end with record figures. Expansion is already underway. In Cebu, SMX Convention Center Seaside Cebu is rising and is set to become the country’s largest convention facility upon its fourth-quarter 2026 opening. Meanwhile, within the SM Mall of Asia Complex in Pasay City, construction continues on SMXCITE, an 18,000-square-meter international exhibition venue targeted for completion in early 2027.

Together, these developments signal a clear trajectory: SMX is not only responding to demand—it is shaping the future of large-scale gatherings across the Philippines.