The airline recently won three honors at the 2026 Asia Pacific Tambuli Awards, including Marketing Team of the Year, for campaigns promoting Philippine tourism and culture overseas.
The recognition highlights how Cebu Pacific is increasingly positioning itself not just as an airline, but also as a tourism advocate seeking to stimulate inbound travel demand.
The CEB Marketing team, led by its director Michelle Eve De Guzman, is only the second winner of the category after it was first awarded last year.
Selling the Philippines
“Since the beginning, Cebu Pacific’s vision has always been to help build a stronger Philippines by connecting communities, celebrating cultures, and creating opportunities through travel. We thank our partners for helping us bring this vision to life through campaigns that put the Philippines on the global tourism map,” said Candice Iyog, chief marketing and customer experience officer.
Its “Fly to Your Happy Philippines” campaign brought Philippine tourism promotions to cities including Dubai, Sydney, Tokyo, Seoul and Singapore, targeting travelers across the airline’s international network.
One of the campaign’s most visible activations was a “Fly to Happy, Fly to the Philippines” display on Dubai’s Burj Khalifa, the first such campaign by a Philippine company.
Beyond airline seats
Meanwhile, Cebu Pacific’s “Flight Patterns” initiative earned recognition for highlighting Filipino culture, heritage and local traditions.
The airline said the campaigns were developed through collaborations with tourism partners, government organizations, agencies and international content creators to help bring Philippine destinations to a wider global audience.
—Edited by Miguel R. Camus
