The Spirit of Sampaguita shines in the ASEAN Summit 2026

Guided by the values of love, honor, dignity, and healing, the Spirit of Sampaguita, Megaworld Hotels & Resorts’ signature brand of service, came to life at the 48th ASEAN Summit in Cebu, further elevating the city’s stature as a rising ASEAN MICE destination.

Cebu strengthened its place as a rising MICE hub in Southeast Asia as the Summit returned in 2026, marked by a meaningful display of Filipino hospitality where thoughtful service, seamless coordination, and genuine warmth shaped the experience of regional leaders and delegates throughout the international gathering.

According to ASEAN National Organizing Council Director General for Operations Hellen B. De La Vega, the successful hosting of the 48th ASEAN Summit and Related Meetings was made possible through “shared commitment, close coordination, and collective spirit of service.” Megaworld Hotels & Resorts brought the spirit of Sampaguita into motion through Savoy Hotel Mactan Newtown and Mercure Mactan Cebu, which played a key role in accommodations, culinary operations, and integrated service coordination between the hotels and the Mactan Expo within The Mactan Newtown.

The summit followed the province’s hosting of the ASEAN Tourism Forum 2026 early this year, which gathered tourism stakeholders and industry leaders across Southeast Asia.

“The ASEAN Tourism Forum earlier this year already demonstrated Cebu’s growing strength as a MICE destination, but hosting the ASEAN Summit and ministerial-level meetings further affirmed that Cebu is fully prepared for events of global significance. Through Megaworld Hotels & Resorts’ Sampaguita brand of service, we were able to showcase not only operational excellence, but also the genuine warmth and gracious hospitality that define the Filipino spirit,” Megaworld Hotels & Resorts Managing Director and Cebu MICE Alliance President Cleofe Albiso said.

Megaworld Hotels & Resorts’ Sampaguita Brand of Service

Many core activities and logistical operations took place in Lapu-Lapu City and the Mactan Newtown served as a strategic hub for coordination and support. The township model demonstrated a clear operational advantage by bringing together accommodations, convention facilities, dining establishments, transport access, and essential services within a single, connected environment. This integration enabled smoother collaboration across multiple event requirements.

For international gatherings of this scale, such synergy minimizes logistical complexity and enhances security, mobility, and coordination among delegates, organizers, and media partners.

The summit also highlighted one of Cebu’s strongest assets: its people. Long recognized for their warmth and hospitality, Cebuanos demonstrated that world-class events are elevated not only by venues and systems, but also through genuine human connection and attentive service.

Behind these operations were hundreds of hospitality professionals whose work remained largely unseen but essential to execution, reinforcing the importance of human capital in delivering international-scale events.

Savoy Hotel Mactan Newtown and Mercure Mactan Cebu showcased the Sampaguita brand of service in welcoming their guests. Both properties as well as Megaworld Corporation’s Mactan Expo received the Certified Sanitation Standard from the Department of Health in preparation for the ASEAN Summit and high-profile attendees.

“It was a distinct honor for us to host His Excellency President Ferdinand R. Marcos Jr. and the Philippine delegation during the 48th ASEAN Summit and Related Meetings. To warmly welcome our distinguished guests, our team curated local experiences that reflected the warmth and identity of Cebuano hospitality – while championing the initiative of “Feeling Local Everywhere,” Gwendolyn Dela Cruz, General Manager of Mercure Mactan Cebu, said.

“We were always guided by the ASEAN Philippines Summit 2026 theme, “Navigating Our Future Together,” which strongly aligned with the Sampaguita brand of service and our shared values of loving and honoring our country. Whether through eagerly welcoming delegates upon arrival, showcasing Cebuano culture and cuisine, or ensuring every detail of their stay was thoughtfully prepared, our goal was to create a guest journey that reflected genuine Filipino hospitality and proudly represented our country on an international stage,” she added.

Meanwhile, the team of Savoy Hotel Mactan Newtown created a multi-sensory experience for their guests that truly reflects the Sampaguita brand.

“During the ASEAN Summit, our team focused on the core value of honor. Hosting world leaders was not just an operational responsibility but a privilege to present the best of Cebu and the Philippines. This vision came alive through a curated sensory journey. Upon arrival, delegates stepped into halls filled with our signature Sampaguita scent, welcomed by our team dressed in traditional Filipiniana. In their rooms, guests discovered an artisanal chocolate-coated kakanin collection. The local showcase extended into the evening with premium Cebuano turndown treats, including otap, dried mango chocolate, and rosquillos. More than just hosting a summit, we extended a heartfelt embrace of authentic hospitality that truly honored Cebu, our nation, and our global guests,” Josef Chongbian, General Manager of Savoy Hotel Mactan Newtown, said.

Beyond its immediate impact, the 48th ASEAN Summit reinforces Cebu’s position as a fully established MICE hub in Southeast Asia. Through the collective efforts of government and industry partners like Megaworld Hotels & Resorts with its Sampaguita brand of service, the summit became a powerful showcase of Filipino hospitality on the global stage.