Cebu City earned praise for peace, order, and hospitality during the ASEAN Tourism Forum (ATF) 2026, but visiting tourism delegates also raised concerns about rising travel costs to Cebu during major events.
Mayor Nestor Archival revealed during a press conference on Monday, February 2, that ASEAN tourism delegates observed how airfare and hotel prices in Cebu increase sharply during peak occasions such as Sinulog, which may be contributing to the recent decline in tourist arrivals.
According to Archival, several delegates shared that in their countries, prices remain largely stable even during festivals and large-scale events.
“What they noticed here is that when there is an occasion, rates go up,” the mayor said, referring to airfare and hotel prices.
He added that this observation stood out during his conversations with foreign delegates.
While pricing emerged as a concern, Archival emphasized that the overall assessment of Cebu City as an ATF host was strongly positive.
“There was no major incident. The city was peaceful, and the event was very successful,” he said.
The mayor recalled that ministers described Cebu as orderly and clean during their stay, and that some delegates extended their participation in city activities beyond the first day.
The ATF, held from January 28 to 30, marked one of the Philippines’ first major ASEAN-related events for 2026.
Tourism Secretary Christina Garcia Frasco earlier said ministers and delegates expressed satisfaction with the hosting, hospitality, and overall conduct of the forum.
One outcome of the positive feedback was the city’s decision to sustain the heritage tours introduced during the forum.
Delegates were treated to “Paglantaw: A Heritage Tour of Old Cebu,” a half-day cultural experience that brought visitors to historical landmarks and offered context on Cebu’s faith, traditions, and local life.
Encouraged by the response, Archival said the Cebu City Tourism Commission is preparing to make heritage walks a regular program after Charter Day.
Unlike typical tourism offerings aimed mainly at foreigners, Archival said the program is also intended for local visitors, particularly young Cebuanos.
“This is about culture and information,” he said. “Not only what they read in books, but what they can experience.”
Archival also said Cebu City plans to be more aggressive in promoting itself overseas by engaging tourism counterparts abroad and encouraging reciprocal visits.
He cited discussions with foreign delegates, including representatives from Russia, where Cebu maintains a sister-city relationship.
According to the mayor, Russian officials requested the city’s assistance in urging the national government to approve a proposed direct flight to Cebu.
Air connectivity was a recurring theme during the ATF.
The Department of Tourism earlier noted that agreements reached during the forum could lead to expanded international routes benefiting Cebu and other key Philippine gateways. (LLP)
