The province’s tourism sector is expected to do better in the wake of expanded air connectivity, with more direct international flights to Cebu, stronger MICE (Meetings, Incentives, Conferences, and Exhibitions) in the pipeline, and targeted promotions, said Mia Singson-Leon, president of the Hotel, Resort and Restaurant Association of Cebu (HRRAC).
Targeted tourism push
One such initiative is the “Visit Cebu” campaign, which aims to reinvigorate tourism on the island following a series of calamities, particularly in the last quarter of 2025.
This campaign is a tripartite agreement among the Department of Tourism, Cebu Pacific, and HRRAC, under which international tourists flying straight to Cebu from Korea, Singapore, Japan, Vietnam, Hong Kong, and Thailand will have the opportunity to stay for free at participating HRRAC hotels and resorts.
Singson-Leon said the tourism sector is also expected to get a boost from major events like the 45th ASEAN Tourism Forum (ATF), as well as the Sinulog 2026.
The ATF 2026 will gather tourism ministers, business leaders, and international buyers on Mactan Island, Cebu from Jan. 27 to Feb. 4 to strengthen regional cooperation for tourism growth among ASEAN members and discuss concerns affecting global travel.
Celebrated every third Sunday of January, Sinulog has long been one of Cebu City’s biggest tourism draws.
Last year, at least four million people gathered in the city to take part in the 10-day festivities, culminating in a grand parade on Jan. 19, 2025
Domestic tourism, international arrivals
“2026 is not just about recovery; it's a year of strategic growth for the island at least in terms of tourism. Cebu is preparing for major events and investing in infrastructure, positioning itself for global competitiveness especially in the area of MICE,” said Singson-Leon.
She added that domestic tourism remained a stabilizer, with over 7.7 million domestic arrivals in 2025, while international arrivals were expected to rise with the opening of new markets and promotions.
“The Philippine government has also approved a bigger budget for tourism promotions in 2026 giving us hope that it will be spent wisely and that it will improve the tourism situation in the country,” said Singson-Leon.
Challenges remain
But for Mark Ynoc, president of the Mandaue Chamber of Commerce and Industry (MCCI), several things still needed to be done for tourism to recover from the slump.
He pointed out that the country recorded only 3.9 million arrivals last year, far below the projected eight million—a shortfall that also affected Cebu, where its largest market, South Korea, saw arrivals drop by 40 percent.
Bohol, he added, used to have nine direct flights to Korea but now it was down to two.
Ynoc said efforts to lobby for more flights were constrained by inadequate infrastructure.
Securing a visa to the Philippines should not be difficult and complicated. However, he said the e-visa system was not working properly and that fees were high.
“So the ease of visa requirements is not there,” he added.
Crime rates, infrastructure woes
Declining tourist arrivals may also be linked to high crime rates.
According to Ynoc, Japanese and Korean operators had said that the arrivals had declined because “they don't feel safe in the Philippines and also in Cebu.”
The DOT was also not marketing the country well enough, he said.
He pointed out that in marketing missions, the Philippines was not promoted as a single destination but in fragments, unlike Vietnam, which was marketed as one cohesive destination with an entire strip showcasing its attractions.
“I don't think that the tourism promotions board and the Department of Tourism are doing a good job in marketing us as one destination.”
He also cited connectivity issues, noting that the Philippines has some of the most expensive internet services yet among the slowest in terms of speed. One of the effects of slow internet is weak online bookings and payment portals, he said.
Ynoc said high-density tourism areas in the Philippines lacked sufficient infrastructure, particularly towers and cell sites, as investment remained focused on residential areas.
In Cebu, for instance, small hotels near beaches or in mountainous areas were unable to accept proper bookings due to slow internet connections.
Sustainable tourism focus
Singson-Leon said that for Cebu to be globally competitive, it must focus on enhancing supplier networks, food safety, logistics, garbage collection, and workforce readiness.
Cebu should also continue pushing for sustainable tourism and promoting eco-tourism, cultural tourism, and luxury travel experiences.
There must also be an enhanced digital marketing, leveraging social media and virtual experiences to attract international and domestic tourists.
Of course, infrastructure should also be improved and traffic properly managed to lessen congestion and provide efficient means of moving around the city, said Singson-Leon.
Contributor
