The Cebu Provincial Government is handing over management of the long-running Suroy-Suroy Sugbo tourism program to private operators, marking a major shift in how one of the province’s most recognized travel initiatives will be run.
Governor Pamela Baricuatro announced the transfer on March 13 at the opening of the International Travel Festival 2026 at Waterfront Cebu City Hotel and Casino, where local tourism stakeholders and international travel partners gathered.
“I am pleased to announce that the Cebu Provincial Government, through the Cebu Tourism Council, will formally hand over the reins of the Suroy-Suroy Sugbo program—now evolved into thematic tours—to the private sector,” Baricuatro said.
Under the new arrangement, accredited tour operators will manage travel packages, including itinerary development, logistics, and marketing.
Baricuatro said the move aims to strengthen collaboration with tourism professionals who have the experience and resources to develop Cebu’s travel products further.
“These will be entrusted to legitimate tour operators, confident they are in the very able hands of capable people,” she said.
The governor also introduced several themed tourism routes as part of the updated program. Four of seven circuits were presented during the festival, including the Coastal Journey in the South (Adventure Tour), Highland, Island and River Journeys, Southern Pilgrimage, and South Countryside Tour.
The routes are designed to showcase Cebu’s natural landscapes, cultural destinations, and religious sites.
Suroy-Suroy Sugbo began in 2004 as a tourism caravan that introduced travelers to different towns across the province through organized group tours.
It became a flagship tourism initiative under former governor Gwendolyn Garcia and was institutionalized through a provincial ordinance in 2012.
Baricuatro emphasized that promoting Cebu as a major tourism destination remains a priority despite the shift in management.
“There is a lot of work to be done to recapture the glory days of Cebu’s tourism after the pandemic and recent natural calamities,” she said.
“But I am confident that with everyone onboard, tourism in our province and the rest of the Philippines will rebound and soar to greater heights,” she added.
She also highlighted plans to expand tourism training programs, promote community-based tourism, and strengthen digital promotion, including virtual maps that allow travelers to explore destinations online.
The festival showcased digital tourism maps for Samboan, Ginatilan, Alegria, Tuburan, and Aloguinsan, with plans to expand coverage to at least 25 more cities and municipalities in Cebu in the coming months. (SBA)
