Hotels in Cebu City are experiencing near-total occupancy as the vibrant Sinulog Festival weekend approaches, with industry leaders reporting a powerful surge in early reservations.
Peak Occupancy in Key Areas
Mia Singson-Leon, president of the Hotel, Resort and Restaurant Association of Cebu (HRRAC), confirmed that properties are operating between 90 percent and fully booked capacity. The highest demand is concentrated in hotels around the Ayala Business Park and downtown areas close to the main Sinulog procession routes.
"Occupancy for the Sinulog festival weekend is very good. Many hotels are already close to full, and some have closed online bookings," Singson-Leon stated. She noted that while demand matches last year's strong turnout, the wave of reservations arrived much earlier this season.
Resilient Demand Amidst Challenges
The festival's appeal has proven resilient despite recent setbacks for Cebu's tourism. The province was struck by a 6.9 magnitude earthquake on September 30 and then battered by Typhoon Tino on November 4, which led to cancellations in other leisure and business travel segments.
However, Singson-Leon emphasized that devotees, balikbayans (returning Filipinos), and domestic travelers consistently prioritize the Sinulog Festival, often booking regardless of broader travel disruptions. She also pointed out that city hotels are poised to benefit more than resort properties during this period, reflecting the event's urban-centric nature.
Momentum for Recovery and Cautions for Travelers
This strong performance is providing crucial momentum for Cebu's tourism in the first quarter. The upcoming Asean Tourism Forum later in January is expected to sustain visitor activity after Sinulog concludes. Increased international flights to Cebu are also supporting this positive trend.
In a separate assessment, Gelena Asis-Dimpas, officer-in-charge regional director of the Department of Tourism (DOT), observed that bookings are showing clear signs of recovery after an initial post-calamity slowdown. "What was noted was really the absence of the usual uptick right after the disasters," Dimpas explained. "Since then, bookings have started to stabilize, and we are no longer seeing cancellations."
With the high demand, Singson-Leon issued a critical warning to travelers. She urged the public to book rooms only through official hotel websites or accredited platforms to avoid persistent online booking scams that typically increase during peak festival seasons like Sinulog.
The Sinulog Festival, held every third Sunday of January to honor the Santo Niño (Child Jesus), remains one of the Philippines' largest and most iconic cultural and religious celebrations, consistently driving Cebu's tourism economy.
