A month after sealing its record-breaking P1.4-trillion fleet renewal program, the country’s No. 1 airline by fleet size and market share lit up the Burj Khalifa, the nearly 1-kilometer-tall skyscraper, with its groundbreaking “Fly to Happy, Fly to the Philippines” campaign.
This marks the first time a Philippine corporation has been showcased on the iconic structure, which opened in 2010.
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Cebu Pacific, part of the Gokongwei family-led conglomerate JG Summit Holdings, is gearing up for its ambitious fleet expansion with a recent order of 102 A321neo jets and purchase rights for 50 A320neo aircraft to meet demand in the coming decades.
The campaign on the world's tallest tower—Dubai’s response to Times Square in New York and Petronas Towers in Malaysia—is aimed at boosting the airline’s global profile amid aggressive expansion in the Philippines and overseas.
Cebu Pacific strengthens Manila-Dubai route
During the event, Cebu Pacific president Xander Lao highlighted the United Arab Emirates and Dubai—home to over 1 million overseas Filipino workers—as a special market for the carrier.
“For our kababayan abroad, especially here in the United Arab Emirates, we’re creating more opportunities to come home. Starting this holiday season, we’re increasing flight frequencies to several key routes to meet the high demand,” Lao said as Cebu Pacific illuminated the Burj Khalifa with a dazzling 3-minute light and sound display on Saturday.
“This, of course, includes our Manila to Dubai route—which we will increase from seven to ten weekly round trips. This means more flexibility and convenience for our OFWs to reunite and celebrate life’s important moments with their loved ones,” he added.
Coveted ad space
Securing ad space on the Burj Khalifa is no small feat, according to insiders involved in the project, which was envisioned in 2023, though formal discussions only began this year.
One insider revealed that it’s not just about covering the substantial cost—all materials undergo rigorous screening. In fact, it’s not uncommon for seemingly viable campaigns to be rejected.
“This is tourism, and it’s [about] the Philippines. They were good partners,” said Michelle Eve de Guzman, marketing director at Cebu Pacific.
Cebu Pacific collaborated with local affiliates, including New Perspective Media, led by founder and CEO Dr. Karen Remo.
Vibrant Filipino community
During the event, Hon. Marford M. Angeles, Consul General of the Philippine Consulate in Dubai and the Northern Emirates, highlighted that the UAE hosts one of the largest and most vibrant Filipino communities abroad.
“I commend Cebu Pacific and New Perspective Media for their visionary efforts, and this evening reminds us that Filipino excellence knows no bounds,” he said.
“That is true everywhere and especially true here in Dubai,” he added.
An invitation to visit the Philippines
The “Fly to Happy, Fly to the Philippines” campaign showcased the warmth of Filipinos and featured world-famous spots such as Bohol, Boracay, Cebu, Palawan, and Siargao.
“The Philippines is uniquely positioned as a gateway to Southeast Asia. Within just a four-hour flight radius of the country, we can reach over two billion people, making it one of the most accessible tropical destinations for North and East Asian countries,” said Lao.
“Given this, air travel is indispensable for a country with over 7,100 islands,” he added.
Making waves across the Globe
“It’s not only foreign tourists that will drive the economy. The World Travel and Tourism Council reported that last year, the Philippines had the largest domestic tourism market in Southeast Asia, accounting for 33 percent of the total market, valued at over $52 billion,” Lao said. “This is expected to grow even larger this year, reaching $66 billion by year-end.”
“Cebu Pacific wants to contribute and be a part of this growth,” he added.
What’s next?
Cebu Pacific is adding 15 new domestic and international routes in the fourth quarter of 2024.
These flights will primarily originate from its non-Manila hubs in Cebu and Clark, alongside the newly established hubs in Iloilo and Davao.
Outside Dubai, Lao said they are looking to add new destinations in the Middle East in the latter half of 2025 as more aircraft are delivered.
Miguel R. Camus has been a reporter covering various domestic business topics since 2009.
