A significant increase in domestic travel during the extended Christmas break has provided a major boost to Cebu's tourism sector, solidifying the island's status as a cornerstone of the Philippine economy. This surge comes as local authorities intensify preparations for a pivotal regional event scheduled later this year.
Holiday Numbers Showcase Tourism Resilience
Official data from the Department of Tourism (DOT) reveals a strong turnout for the peak holiday period. Cebu City welcomed 102,124 visitors between December 15 and 28, 2025, cementing its place among the nation's top vacation spots. This impressive performance occurred despite Central Visayas facing challenges from earthquakes and flooding earlier in the year, highlighting the unwavering demand for local travel.
The trend was mirrored across other premier island destinations. The world-renowned Boracay attracted 118,745 local tourists from December 15 to 18, while Panglao Island in Bohol hosted 62,240 guests. The influx of Filipino travelers to beaches, resorts, and urban centers provided crucial revenue for hotels, transportation services, and countless small businesses dependent on tourism.
Strategic Preparations for ASEAN Tourism Forum 2026
The DOT emphasized that this holiday influx underscores Cebu's strategic importance as it gears up to host the 45th ASEAN Tourism Forum (ATF) in 2026. Coordination between the national agency, the Provincial Government, and local stakeholders continued even through the festive season to ensure seamless readiness for the major regional gathering.
Multiple initiatives are already in motion. The Cebu City Tourism Commission is collaborating with national bodies to develop cultural and heritage programs for delegates. Simultaneously, DOT Central Visayas has launched Project H.A.R.A.N.A., a comprehensive, multi-sector training program designed to prepare tour guides, drivers, volunteers, and event organizers for the forum's demands.
Domestic Travel as an Engine for Growth
Tourism Secretary Christina Garcia Frasco pointed to the holiday results as evidence of a powerful trend. "The Christmas holidays once again showed how Filipinos continue to explore and support our own destinations," she stated. She affirmed that domestic travel remains a key driver for both economic recovery and inclusive growth across the country's various regions.
Secretary Frasco added that the extensive preparations for ATF 2026 present a golden opportunity for Cebu to highlight renowned Filipino hospitality on an international stage. This effort is expected to strengthen the Philippines' long-term competitiveness as a premier tourism hub in the global market.
