Cebu Officials Target ASEAN Tourism Forum to Revive Struggling Industry
Officials in Cebu City and Cebu Province are placing significant hopes on the upcoming ASEAN Tourism Forum to help rejuvenate the local tourism sector, which continues to grapple with the lingering effects of the COVID-19 pandemic and booking cancellations triggered by earthquakes in 2025. The Philippines is set to host the 45th edition of this prestigious forum in Lapu-Lapu City, Cebu, from January 27 to February 4, 2026, attracting a diverse array of tourism buyers, industry representatives, and government officials from across Southeast Asia.
Persistent Challenges in Hotel Occupancy and Visitor Numbers
Cebu City Councilor Niza Archival highlighted that hotel occupancy rates remain stubbornly below pre-pandemic levels, despite some recovery in national tourist arrivals. Demand typically spikes during the annual Sinulog Festival but tends to taper off afterward, underscoring the need for sustained promotional efforts. The COVID-19 pandemic, which began in 2020, dealt a severe blow to tourism by imposing travel restrictions, disrupting operations, and eroding consumer confidence—all critical factors for the industry's vitality.
According to the Department of Tourism, Cebu welcomed approximately 1.4 million foreign tourists in 2019, ranking it second only to Boracay as a top destination. Provincial data reveals that total arrivals reached 1.42 million in 2024, with about 1.2 million recorded in the first half of 2025, including 214,062 foreign visitors. These figures indicate a gradual rebound, yet they fall short of pre-crisis peaks, emphasizing the urgency of recovery strategies.
Heritage Tours and Provincial Initiatives to Showcase Cebu
To maximize the forum's impact, the Cebu City Government has organized heritage tours for delegates on January 25, 28, and 29. These tours will spotlight iconic sites such as Plaza Sugbo, Magellan’s Cross, the Basilica Minore del Santo Niño, Fort San Pedro, and the National Museum of the Philippines–Cebu. Around 200 delegates are expected to stay at Nustar Resort and Casino before being officially welcomed by Mayor Nestor Archival at City Hall.
At the provincial level, Governor Pamela Baricuatro announced that southern Cebu destinations, including Oslob and the Bojo River in Aloguinsan, will be prominently featured. Museo Sugbo has also been incorporated into the official tour routes. Additionally, the Province will actively participate in the forum’s Travel Exchange by operating a dedicated booth. This initiative aims to market Cebu's diverse destinations and tourism products while facilitating connections between local governments, private stakeholders, and international buyers.
Long-Term Goals for Tourism Recovery and Development
Officials emphasized that Cebu's involvement in the ASEAN Tourism Forum is part of a broader, long-term strategy to boost visitor arrivals, attract investment, and enhance coordination among national, provincial, and local tourism agencies. By leveraging this international platform, Cebu seeks to not only recover from recent setbacks but also to foster sustainable development and strengthen its position as a premier tourism hub in the region.
