Cebu surpassed the one-million mark in tourist arrivals before the year entered its final four months, with more than 1.08 million visitors recorded from January to August 2026.
Data from the Cebu Provincial Tourism Office (PTO) showed 1,080,809 tourist arrivals during the eight-month period, 122,492 more than the 958,317 arrivals recorded during the same period in 2025.
Foreign arrivals led the growth, reaching 242,108, up 27.28 percent from the previous year.
Domestic tourism also increased, with 838,575 Filipino visitors recorded during the period, a 9.19 percent year-on-year increase.
South Korea remained Cebu’s largest foreign market with 60,518 arrivals. The United States followed with 22,866, while Japan ranked third with 22,223.
The PTO recorded increases from 53 foreign markets, indicating that the growth extended beyond Cebu’s traditional source markets.
South Korea posted the largest increase in actual arrivals, with 13,630 more visitors than during the same period last year. China followed with an additional 10,546 arrivals, while the United Kingdom recorded 3,409 more visitors.
Among destinations in the province, Cordova registered the highest number of tourist arrivals at 171,552 from January to August. Santa Fe followed with 120,197, while Daanbantayan recorded 59,435.
The provincial government attributed the continued growth partly to its tourism promotion efforts, including participation in tourism fairs and promotional activities in different parts of the country.
It is also pursuing stronger international air connectivity, with Gov. Pamela Baricuatro raising the issue in engagements with foreign officials and tourism stakeholders.
The Cebu-Quanzhou route resumed operations on March 29 after efforts to restore the direct connection between Cebu and Fujian, China. The twice-weekly service restored another direct travel option between the two sister provinces.
Passenger figures at Mactan-Cebu International Airport also reflected increased international activity. From January to July 2026, the airport handled 7,355,524 passengers, including 1,930,856 international passengers, a 14 percent increase from the comparable period.
During the same period, the airport was served by 23 airlines, consisting of 18 international carriers and five domestic airlines, connecting Cebu to 44 destinations, including 16 international destinations.
The provincial government has emphasized the role of direct air connections in expanding Cebu’s tourism market, particularly as the province serves as an entry point for travelers visiting destinations beyond Cebu City and Mactan.
During Cebu’s hosting of the 19th East Asia Inter-Regional Tourism Federation General Assembly in September, Baricuatro also discussed the possibility of establishing additional direct flights between Cebu and regions represented in EATOF.
The governor said stronger connectivity could support not only tourism but also trade, investment and people-to-people exchanges between Cebu and other participating regions.
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