The Suroy-Suroy Sugbo, which literally means “to go around Cebu,” will now be handled by the private sector as part of the province’s thrust to allow industry players to take a more active role in promoting and managing travel experiences.
“I am pleased to announce that the Cebu Provincial Government, through the Cebu Tourism Council, will today formally hand over the reins of the Suroy-Suroy Sugbo program — now evolved into thematic tours as assessed by the CTC — to the private sector,” said Gov. Pamela Baricuatro in her speech during the opening ceremonies of the 11th International Travel Festival (ITF) 2026 at the Waterfront Cebu City Hotel and Casino on March 13.
She also launched four of the seven thematic tours under the rebranded Suroy-Suroy Sugbo: Coastal Journey in the South (Adventure Tour); Highland, Island and River Journeys; Southern Pilgrimage; and South Countryside Tour.
“These will be entrusted to legitimate tour operators, confident they are in the very able hands of very capable people,” the governor said.
The thematic tours are part of the Capitol’s effort to highlight Cebu’s tourism destinations, cultural treasures and natural attractions instead of promoting personalities associated with tourism campaigns.
“My friends, there is a lot of work to be done to recapture the glory days of Cebu's tourism after the pandemic and recent natural calamities pushed it to its knees,” said Baricuatro.
“But I am supremely confident that with everyone onboard and doing their share, like the holding of the International Travel Festival here in Cebu, tourism in our province and the rest of the Philippines will rebound and soar to greater heights,” she added.
The Suroy-Suroy Sugbo was the tourism centerpiece of Baricuatro’s predecessor, former Governor Gwen Garcia, who launched the tourism caravan in 2004.
Caravan tour
The tour, which usually lasted two to four days, brought tourists to different towns in the province to visit heritage churches and historical sites, or explore beaches, waterfalls, mountains and dive spots.
Part of the experience included tasting local delicacies, watching cultural performances, experiencing local festivals and viewing exhibits showcasing each town’s products and tourism attractions.
The goal was to immerse visitors in local culture so they would promote these destinations and attract more tourists.
Political promotion
But the program was also criticized, mainly due to the large amount of provincial funds used to run the tour, questions about its use as an indirect political tool, and concerns about its long-term sustainability.
The caravan was subsidized by the provincial government, which also paid for the tour expenses of invited guests, including elected officials and some celebrities.
The program was also seen as a political showcase since the caravan was often led by Garcia and other provincial officials who spoke during events.
Some tourism observers questioned whether the program truly generated long-term tourism growth.
2026 priorities
Baricuatro said part of the Capitol’s tourism priorities for 2026 is to expand tourism training and community-based tourism development.
The province also plans to digitalize tourism data, marketing and promotions this year, including the creation of a virtual map of tourism sites, which is being developed by the Provincial Tourism Office.
The project offers a fully immersive 360-degree view of destinations, allowing potential visitors to explore attractions online before planning their trips.
The Capitol booth at the ITF, for instance, showcased the virtual map of tourism sites in the municipalities of Samboan, Ginatilan, Alegria, Tuburan and Aloguinsan.
Baricuatro said Samboan is home to natural attractions such as Aguinid Falls, Dao Falls and Binalayan Hidden Falls.
The Capitol plans to launch virtual maps for 25 more towns and cities in the coming months, she added.
“Through this interactive experience, visitors can explore these natural attractions from the comfort of their homes, making it easier to discover, plan, and get inspired for their next adventure,” the governor said.
Another priority of the province this year is to strengthen Cebu’s international presence through tourism partnerships and trade missions, including planned business missions to Australia and Japan. —Ed: Corrie S. Narisma
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