The Department of Tourism in Central Visayas (DOT 7) is forecasting a significant influx of visitors to Cebu this January, with projections exceeding 300,000 tourist arrivals. This surge aligns with the province's entry into one of its busiest annual periods, marked by major festivals and international events.
Peak Season Projections and Driving Factors
During a press briefing on Wednesday, January 7, 2026, DOT 7 Officer-in-Charge Regional Director Gelena Asis-Dimpas explained that the forecast is grounded in long-term monitoring of arrival patterns and aggregated historical data. She emphasized that the visitor increase is not attributed solely to the iconic Sinulog Festival. A substantial number of the arrivals are overseas Filipinos who came for Christmas and are prolonging their stay until the end of January.
"This month has consistently shown an increase in arrivals over the years," stated Asis-Dimpas. She highlighted that this tourism activity is bolstered by a robust ecosystem involving hotels, airlines, and tour operators.
High Occupancy and International Events
The regional tourism office anticipates hotel occupancy rates across Cebu to soar between 80 and 100 percent. This peak is driven by three key factors: Sinulog 2026, extended holiday travel, and significant international gatherings. Asis-Dimpas noted that while the final quarter of 2025 experienced a dip in tourist numbers due to adverse weather, bookings showed a strong recovery towards year's end.
January is traditionally Cebu's peak tourism month, and 2026 will see an additional boost from the ASEAN Tourism Forum 2026. This high-profile event is expected to draw a considerable number of foreign delegates and visitors to the province.
Balik Cebu Program and Security Preparations
While official 2025 data is still being finalized, DOT 7 estimates that Cebu welcomed approximately 350,000 arrivals. A five percent increase is projected for January 2026, though Asis-Dimpas cautioned that these are projections, especially with ASEAN-related travel still in progress.
A significant contributor to the arrivals is the "Balik Cebu" program, which attracts returning visitors from Australia, Hawaii, and neighboring Asian countries. The initiative, running since 2017 in partnership with the Hotel and Resort Association of Cebu (HRAC) and Cebu Pacific, involves at least four to five dedicated flights with around 60 scheduled arrivals. A welcome event for Balik Cebu participants will be held at Ayala Center Cebu to offer a warm reception.
Beyond accommodations, Asis-Dimpas reported that tours throughout Cebu are operating at full capacity, indicating robust demand across the entire tourism value chain.
With large crowds expected, authorities are reinforcing regulations for Sinulog activities. Rev. Fr. Jules Van V. Almerez, OSA, of the Basilica Secretariat, reminded devotees that a strict dress code will be enforced at the Basilica Minore del Santo Niño. For security, Port Police Inspector Jomar J. Lumapay of the Cebu Port Authority (CPA) stated that a no-backpack policy inside the basilica will be strictly implemented as part of heightened safety measures during the festivities.
Cebu's tourism stakeholders express optimism that January will deliver a powerful start to the year, successfully blending vibrant religious celebrations, international conferences, and sustained holiday travel momentum.
