The Department of Tourism (DOT), Philippine Chamber of Commerce and Industry (PCCI), Visayas Island-Chambers Tourism Alliance (VITA), and Aboitiz InfraCapital Cebu Airport Corp. (ACAC) formalized the partnership through a memorandum of understanding (MOU) signed on Oct. 23 at the Mactan Cebu International Airport (MCIA) in Lapu-Lapu City, Cebu.
The partnership supports the Discover the Visayas, #FlyViaCebu campaign, which seeks to establish Cebu as a starting point for multi-island travel across the region while creating more business opportunities for hotels, resorts, tour operators, transport providers, restaurants and other tourism-related enterprises.
It also supports the DOT's Discover More to Love program, launched in June to encourage Filipinos to explore more destinations across the country.
Roll-out
Tourism Undersecretary Stanley Ng emphasized the importance of airports in tourism development, noting that air connectivity directly influences a destination's ability to attract visitors and investments.
Ng, who began his aviation career as a ground staff member in 2003 before becoming an Airbus A320 commander, said an airport is where tourism begins.
“A gateway may be where one’s journey begins, but its greater value lies in the destinations it brings within reach,” he said.
He cited the potential for travelers arriving in Mactan to explore Cebu before continuing their journeys to Boracay or less crowded island destinations such as Siquijor and Guimaras.
The campaign's initial rollout covers six destinations—Lapu-Lapu, Panglao Island in Bohol, Boracay Island in Aklan, Siquijor, Guimaras, and Biliran—across the four regions of the Visayas: Western Visayas, Central Visayas, Eastern Visayas, and the Negros Island Region.
Beyond marketing, the partnership will focus on improving air connectivity, developing tourism enterprises, building industry capabilities, and preparing destinations to accommodate more visitors.
Growing passenger traffic
Ng credited ACAC, which took over MCIA operations in 2024, for translating its confidence in Cebu's tourism potential into airport investments.
MCIA handled more than 11 million passengers in 2025, nearly three percent higher than the previous year.
The airport also recorded its busiest month to date in January 2026, with international passenger traffic increasing by 25 percent.
The growth in passenger traffic underscores Cebu's potential to serve as a hub for visitors traveling to other parts of the Visayas.
Nationally, the DOT is targeting up to 6.8 million international visitor arrivals in 2026. From January to August, the country recorded 4.42 million arrivals, slightly higher than the comparable period in 2025.
Central Visayas, meanwhile, recorded about 31.5 million foreign visitor arrivals from 2000 to 2024, reflecting the region's established position in the country's tourism industry.
Partnership
Ng said the partnership would require each stakeholder to contribute to developing a stronger tourism network.
The DOT will support international promotions through its 37 foreign tourism offices, while MCIA will provide air connectivity and serve as the first point of contact for arriving travelers.
The business chambers will bring together tourism enterprises, while Lapu-Lapu City will provide a warm welcome to visitors.
“A new air route can mean new customers for small restaurants, more bookings for a family-run resort, and more livelihood opportunities for the community,” Ng said.
Gelena Asis-Dimpas, acting DOT Central Visayas director, said the renewed push to promote multi-island travel would attract investments, expand market access for micro, small and medium enterprises (MSMEs), and position the Visayas as an investment-ready tourism corridor.
“More importantly, it creates opportunities for communities, strengthens local enterprises, and helps ensure that tourism growth translates into meaningful and sustainable livelihoods,” she said.
“Cebu’s gateway advantage is important, but its full value is realized when destinations across the Visayas move forward together. This means ensuring that the benefits of tourism reach our communities through livelihood opportunities, enterprise growth, and stronger local value chains.”
Crisanta Marlene Rodriguez, DOT Western Visayas and Negros Island Region director, for her part, said the One Visayas Tourism Circuit would bring together the region’s cultural, culinary, natural, and creative attractions to generate more opportunities for local communities, MSMEs, and tourism workers.
Rina Apostol, acting DOT Eastern Visayas director, affirmed the region’s commitment to the initiative.
“Our destinations, from Leyte to Samar and Biliran, are ready to contribute to a seamless Visayas experience that supports local livelihoods, strengthens community-based tourism, and expands opportunities for families who depend on tourism,” she said.
Developing multi-island tourism packages
DOT Central Visayas said the campaign aligns with the One Visayas Tourism Circuit, an initiative connecting destinations across Western Visayas, Central Visayas, Eastern Visayas, and the Negros Island Region.
The circuit seeks to develop market-ready travel packages combining the Visayas' cultural heritage, culinary attractions, natural wonders, and marine tourism destinations into multi-island itineraries.
It covers Cebu, Bohol, Negros Oriental, Siquijor, Iloilo, Bacolod, Capiz, Antique, Leyte, Samar, Biliran, and Guimaras.
Three initial themed routes have been identified:
The DOT and its private-sector partners will work with local government units and tourism enterprises to improve destination readiness, strengthen tourism accreditation, and develop more multi-island travel packages.
The initiative also aims to give smaller tourism destinations access to wider domestic and international markets by connecting them to Cebu's established aviation network.
The travel packages are being uploaded to the DOT Digital Market and Travel Library (DMTL) for promotion through DOT foreign offices and market representatives. —Ed: Corrie S. Narisma
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