CEBU CITY – The accelerated growth of Cebu's tourism and experience economy will rely heavily on intensifying collaborations between the government and private enterprises. This was the central message from industry leaders and officials during the third day of the Cebu International Investments Summit 2026, held on January 14, 2026.
Government Alone Cannot Drive Tourism: The 90% Private Sector Role
Provincial Administrator Felix Mari "Ace" Durano, a former tourism secretary, emphasized that tourism development cannot be a solo government endeavor. He presented a striking figure: public institutions are responsible for only about 10 percent of a visitor's overall experience.
"The remaining 90 percent is delivered by the private sector," Durano stated, underscoring that effective partnership is non-negotiable for sustaining growth. He highlighted Cebu's strong fundamentals—adventure, beaches, and culture—that make it a top Philippine brand, but stressed that partnerships are crucial to translate these into concrete experiences for tourists.
Drawing from his past experience, Durano cited how joint marketing campaigns with the private sector, tailored to specific international markets, helped boost foreign tourist arrivals from 2.1 million in 2004 to 3.2 million in 2010. These initiatives included using artists or influencers instead of government officials as campaign frontliners.
Private Sector Perspectives: From Food to Aviation
Leaders from various industries echoed the call for stronger PPPs across the entire tourism value chain.
Julita Urbina, president of Laguna Group of Companies, pointed out that investments in food, culture, and lifestyle thrive when the government creates an enabling environment for private innovation. She noted that Cebu's tourism sector remains open to new entrants who can boost its global competitiveness.
Michelle Leslie Llanos of SM Supermalls Visayas explained how collaboration with local governments allows malls to evolve into integrated lifestyle and economic hubs. She revealed that the upcoming SM Seaside Arena at the South Road Properties, with a 16,000-seating capacity, is set to drive growth by hosting major concerts and events.
Cleofe Albiso of Megaworld Hotels and Resorts cited integrated townships as prime examples of how PPPs can diversify Cebu's tourism offerings, including catering to niche markets like Muslim travelers through coordinated planning.
Rafael Aboitiz of Aboitiz InfraCapital highlighted aviation as a critical area for partnership. He noted that while Central Visayas has been the most visited region for decades, it suffers from a lack of direct international routes. This gap, he said, is an opportunity for operators like Aboitiz, which runs the Mactan-Cebu International Airport, to work with regulators and airlines. The company plans to open 10 new international routes in 2026 to solidify the airport's role as a major transfer hub.
Cebu Positions Itself as a Mature PPP Market
The summit discussions consistently framed Cebu's tourism revival and future expansion as being firmly anchored on PPPs. The model combines government regulation and vision with private sector capital, innovation, and execution efficiency.
Cebu is now presenting itself not just as a tourist destination, but as a mature and capable market for long-term PPP projects in tourism, lifestyle, and urban development. The consensus is clear: the path to unlocking the province's full economic potential is through deepened, strategic alliances between the public and private spheres.
