Cebu City Showcases Heritage to Boost Tourism Beyond Sinulog Festival
Following the successful hosting of heritage tours for delegates of the Asean Tourism Forum (ATF) 2026, Cebu City is strategically positioning itself to attract more tourists in the coming months. Officials are actively promoting experience-based travel that extends beyond the city's renowned Sinulog Festival, aiming to diversify its tourism offerings and encourage longer stays.
Heritage Tours Highlight Old Cebu's Rich History
The heritage tours, organized as part of the three-day ATF 2026 event from January 28 to 30, provided delegates with an immersive walk through historic districts. Dubbed "Paglantaw: A Heritage Tour of Old Cebu," the activity allowed participants to explore centuries-old churches, museums, and landmarks, moving beyond the confines of formal meetings.
On the first day, January 28, at least 105 participants joined the half-day tour, including four tourism ministers, heads of delegation, senior officials, and representatives from Asean member states and partner countries. An additional 53 delegates participated on January 29, with attendees hailing from diverse nations such as Myanmar, Laos, China, South Korea, Timor-Leste, Vietnam, India, Japan, Indonesia, Russia, Singapore, and the Philippines.
Key Cultural Sites and Preparations
The carefully curated tour itinerary included visits to iconic sites such as Magellan's Cross, the Basilica Minore del Santo Niño de Cebu, Fort San Pedro, the National Museum of the Philippines–Cebu, Casa Gorordo Museum, and Museo Sugbo. Delegates were also treated to local snacks and delicacies, enhancing their cultural experience.
To ensure the international event's success, the City Government allocated approximately P900,000 for cleaning and preparing the heritage and tourism sites. Mayor Nestor Archival emphasized that these funds were utilized to make the areas presentable and ready for visitors, reflecting the city's commitment to showcasing its best assets.
Moving Beyond Festival-Driven Tourism
Mayor Archival highlighted Cebu City's goal to boost tourism activity throughout the year, noting the city's historical reliance on the Sinulog Festival as its primary tourism draw. He pointed out that hotel occupancy can drop to as low as 20 percent during ordinary months, while during Sinulog, hotels are fully booked.
"Our challenge is how to achieve that level of activity even outside the festival," Archival stated in Cebuano. The city is now focusing on encouraging repeat visits and longer stays, rather than depending solely on one-time, festival-driven travel. Efforts include engaging Asean countries to motivate delegates and future visitors to return and further explore Cebu's cultural and religious tourism offerings.
Sustainability and Religious Tourism Focus
As part of its sustainability initiatives, the city employed electric buses during the heritage tours, a practice that Mayor Archival confirmed will continue for similar activities in the future. He also underscored the importance of religious tourism, citing Magellan's Cross as a symbol of Cebu's role as the cradle of Christianity in Asia.
Assessing Tourism Impact and Future Plans
City Councilor Nice Archival, who chairs the tourism committee, announced that the city will evaluate the impact of the heritage tours on tourist arrivals in the coming months. "Cebu City is known for its history and heritage, so that's what we highlighted, the heritage walk tour. Hopefully, we can capture their hearts so they will return and help increase visitor arrivals in the coming years," he explained.
Anne Marie Vestil, a tourism officer at the City Tourism Commission, detailed that the heritage walk was meticulously planned to showcase Cebu's most historically significant landmarks. The organizing committee selected destinations that best represent the city's deep historical roots and cultural identity.
Vestil added that the tour aims to strengthen Cebu's image as a culturally rich and meaningful travel destination, supporting the local tourism sector's efforts to rebuild and regain momentum. "This is meant to help boost the tourism industry of Cebu. That is the purpose of having Asean-related tourism activities, so Cebu City will also be in the limelight," she concluded.
