The Cebu Provincial Government is shifting to a more targeted strategy to revive foreign tourist arrivals, focusing on partnerships with major international travel operators that can bring visitors in large numbers.
Provincial Administrator Ace Durano said the province is strengthening its global tourism push after a sharp decline in international arrivals recorded last year.
Speaking on the Capitol’s PIO program Istorya Cebu, Durano said the province aims to reposition Cebu in overseas markets by highlighting its diverse tourism offerings.
“The advantage of Cebu is that it is the only destination in Southeast Asia that integrates all the experiences that travelers look for — from urban to rural life, from city to beach, and from secular to spiritual experiences. That’s where the uniqueness of Cebu lies,” he said.
Durano noted that Cebu has long been marketed primarily for its beaches and the Sinulog Festival, while many of its heritage sites, mountain destinations, and community-based tourism experiences remain less visible internationally.
The urgency to recover the foreign market became more pronounced after the province recorded a 40-percent drop in international arrivals prior to Governor Pamela Baricuatro assuming office.
While domestic tourism helped cushion the impact, Durano said it is not sufficient to sustain long-term growth, noting that much of Cebu’s tourism infrastructure was designed with international travelers in mind.
With limited promotional funds, the Capitol is now adopting a business-to-business (B2B) approach, negotiating directly with major travel agencies abroad rather than mounting costly nationwide campaigns.
The Provincial Tourism Office, headed by Rowena Montecillo, is engaging two to three large tour operators each in key markets such as China, South Korea, and Japan.
“Duha or tulo ka dagko’ng travel agencies anang lugara ang atong istoryahon, that can bring thousands of tourists already,” Durano said.
To support the strategy, Cebu will participate in major international trade fairs, including the World Travel Market and ITB Berlin, where direct partnerships with global buyers can be forged.
The province is also organizing familiarization tours for foreign travel agents to allow them to experience Cebu firsthand and better promote it to their clients.
“Mao ni ang tinud-anay nga suroy-suroy, dili kita ang magsuroy-suroy. Ang mobaligya sa atong mga destinations ang kinahanglan mosuroy,” he said.
Durano added that the province is preparing to tap new opportunities, including anticipated arrivals from Australia following the launch of direct Cebu–Brisbane flights.
He emphasized that the goal is to ensure steady, year-round arrivals while continuing improvements in roads, infrastructure, tourism products, and travel convenience.
For Durano, Cebu already offers what global travelers seek.
The challenge now, he said, is ensuring the province is seen beyond its beaches — and making it easier, faster, and safer for visitors to come. (SBA)
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