LAPU-LAPU CITY — The Department of Tourism is stepping up efforts to revive travel to Cebu by rolling out flight incentives and hotel promotions through a new partnership with Cebu Pacific and the Hotel, Resort, and Restaurant Association of Cebu Inc., aimed at drawing more visitors back to the island province after recent natural calamities.
The initiative was formalized on Friday, December 12, with the signing of a Memorandum of Understanding for the “Visit Cebu” campaign, a coordinated push to restore confidence in Cebu as a leading destination for leisure, diving, heritage, and cultural tourism.
Tourism Secretary Christina Garcia Frasco said the program is designed not only to attract travelers but to stimulate spending that directly benefits local businesses and tourism workers.
She explained that the Department of Tourism is investing in hotel vouchers and accommodation packages that encourage longer stays and higher visitor spending, creating ripple effects across the local economy. According to Frasco, the goal is to ensure that tourism-related enterprises and frontliners in Cebu continue to thrive as the province rebuilds momentum.
Central to the campaign is a targeted digital marketing drive focused on six key international markets—South Korea, Japan, Thailand, Singapore, Hong Kong, and Vietnam—all of which have direct air connectivity to Cebu through Cebu Pacific. Frasco emphasized that the campaign sends a clear message to overseas travelers that Cebu remains open, accessible, and ready to welcome visitors.
Under the agreement, foreign tourists will be eligible for a complimentary one-night hotel stay, exclusive hospitality discounts, and various vouchers at participating hotels and resorts affiliated with HRRACI. HRRACI President Mia Singson-Leon said the packages are among the most extensive and aggressive promotions the group has offered, designed to make travel to Cebu more exciting, affordable, and appealing to priority markets.
Beyond consumer-facing deals, the partnership also includes business-to-business sessions linking local tourism operators with international buyers, as well as familiarization tours in Moalboal and Malapascua to spotlight Cebu’s renowned dive sites. These activities come ahead of the next Philippine Dive Experience, a DOT-led initiative that brings together foreign tour operators, media, and industry stakeholders to showcase the country’s marine destinations.
Cebu Pacific will support the program by providing air travel assistance for vetted foreign buyers and partners, while HRRACI will manage hotel participation and voucher distribution. Cebu Pacific Chief Marketing and Customer Experience Officer Candice Iyog said the combined approach of flight incentives, overseas promotions, and hotel packages is expected to position Cebu as a top regional destination for leisure travelers, divers, adventure seekers, and culture enthusiasts.
Frasco described the tripartite agreement as a strong example of how public-private collaboration can accelerate tourism recovery and expand Cebu’s global reach. She noted that partnerships like this are essential in rebuilding visitor confidence and strengthening the Philippines’ tourism brand.
The MOU was signed by Frasco, Iyog, and HRRACI President Mia Faye Singson, with tourism and industry officials from both the public and private sectors witnessing the ceremony.