Cebu's tourism sector officially commenced the 24th Balik Cebu program on Wednesday, January 7, 2026, marking the annual homecoming for overseas Cebuanos ahead of the Sinulog Festival. However, this year's launch carried a more solemn tone as organizers chose to scale back traditional festivities.
A Subdued Opening in the Wake of Calamity
The Balik Cebu Committee decided to cancel its customary cultural show and grand welcome dinner. This move was a direct gesture of respect for communities across the province still recovering from a series of devastating natural disasters in late 2025.
Cebu was first hit by a powerful 6.9-magnitude earthquake on September 30, 2025. The province had barely begun to recover when, just five weeks later on November 4, Typhoon Tino struck. The typhoon triggered massive flooding in several areas, resulting in loss of lives, displacement of families, and widespread destruction of property.
Revised Program Focuses on Safety and Support
In place of large gatherings, the committee, led by Chairperson Tetta Baad, designated Ayala Center Cebu as the central hub for balikbayans and visitors. The mall will serve as a safe venue for information, assistance, and festival-related activities throughout Sinulog week.
The revamped program includes several thoughtful initiatives designed for comfort and safety:
- Sinulog Survival Kits: Returning Cebuanos will receive kits containing shirts, snacks, and essential items to help them navigate the large festival crowds.
- Designated Viewing Areas: Seniors and families with young children will be offered special areas with live video feeds of Sinulog events, allowing them to enjoy the celebrations in a safer, more comfortable setting.
- Balik Cebu Passport: This guide to events and privileges, fully sponsored by Ayala Center Cebu since 2005, gives visitors access to mall-based activities and promotions all week.
Welcoming activities for international arrivals are scheduled for January 15 at the Mactan-Cebu International Airport, where airport authorities and tourism officials will greet passengers with music and cultural performances.
Sinulog as a Symbol of Faith and Resilience
During the launch, Cebu Governor Pam Baricuatro emphasized the deeper significance of this year's festivities. "This year, Sinulog is more than celebration," Baricuatro stated. "After all the disasters we went through, it has become a symbol of faith and resilience — reminding us that even after hardship, we rise together."
She highlighted that the Balik Cebu program allows overseas Cebuanos to reconnect not only with family but also with their faith, culture, and hometown. Governor Baricuatro also praised tourism stakeholders for persevering with the initiative despite the challenging conditions.
Chairperson Tetta Baad provided historical context, tracing Balik Cebu's origins to the mid-1980s, a period of political unrest and economic instability that deterred foreign travel. She noted Cebu's recovery was fueled by strategic destination branding, charter flights from key Asian markets, and the expansion of the Mactan hotel and resort corridor.
Baad underscored tourism's critical economic role, citing World Travel and Tourism Council data showing the Philippines welcomed about 5.95 million foreign visitors in 2024. The sector contributed approximately P5.3 trillion ($93 billion) to the national economy and supported 11.2 million jobs, accounting for roughly 13 percent of the country's GDP.
Looking ahead, Baad expressed optimism for Cebu's hosting of the ASEAN Tourism Forum in January, which is expected to draw around 300 delegates. "We have faced bigger challenges before," Baad affirmed. "The task now is to restore confidence and keep Cebu visible and accessible."
