In a significant shift for Cebu's tourism industry, the provincial government has decided to hand over the management of the long-running Suroy-Suroy Sugbo tourism caravan to private sector experts. Governor Pamela Baricuatro made this announcement during the opening of the International Travel Festival 2026 on Friday, March 13, 2026, marking a new chapter for the beloved program.
Transition to Private Management
The decision, formalized through the Cebu Tourism Council (CTC), transfers operational control of the Suroy-Suroy Sugbo caravan from the provincial government to private tour operators. This move aims to strengthen partnerships between the government and tourism stakeholders, fostering a more collaborative approach to promoting Cebu's attractions.
Under the new strategy, private tour operators will now be responsible for designing and managing tour packages and itineraries. This change is expected to bring fresh perspectives and expertise to the program, potentially enhancing the overall tourist experience.
Rebranding and Thematic Tours
As part of the rebranding effort, the Suroy-Suroy Sugbo program will introduce four new thematic tours to diversify its offerings. These include:
- Coastal Journey in the South (Adventure Tour)
- Highland, Island, and River Journeys
- Southern Pilgrimage
- South Countryside Tour
These thematic tours are designed to cater to different interests, from adventure seekers to cultural enthusiasts, thereby broadening the program's appeal to a wider range of visitors.
Virtual Mapping Initiative
In addition to the management transfer, the provincial government is launching a virtual mapping project for tourist sites across Cebu. This initiative aims to make it easier for tourists to explore destinations online before their visits, enhancing trip planning and accessibility.
Currently, virtual maps are available for the cities of Samboan, Ginatilan, Alegria, Tuburan, and Aloguinsan. Plans are underway to expand this coverage to an additional 25 towns and cities in the coming months, further digitizing Cebu's tourism infrastructure.
Recent Tour Activities
The announcement comes after recent activities under the Suroy-Suroy Sugbo program, such as the visit by participants to the Archdiocesan Shrine of San Antonio de Padua in Tuburan on July 12, 2024. This tour was part of the midwestern exploration of the island, showcasing the program's ongoing efforts to highlight Cebu's cultural and religious sites.
With these changes, Cebu aims to revitalize its tourism caravan, leveraging private sector innovation while maintaining its commitment to promoting the province's rich heritage and natural beauty.
