𝐂𝐀𝐏𝐈𝐓𝐎𝐋 𝐇𝐀𝐍𝐃𝐒 𝐎𝐕𝐄𝐑 ‘𝐒𝐔𝐑𝐎𝐘-𝐒𝐔𝐑𝐎𝐘 𝐒𝐔𝐆𝐁𝐎’ 𝐓𝐎 𝐏𝐑𝐈𝐕𝐀𝐓𝐄 𝐒𝐄𝐂𝐓𝐎𝐑
The Cebu Provincial Government will no longer lead the tourism caravan program Suroy-Suroy Sugbo, as the private sector has been tapped to take the lead in its future implementation.
This was revealed by Cebu Governor Pamela Baricuatro during the opening ceremonies of the 11th International Travel Festival (ITF) 2026 held at the Pacific Grand Ballroom of the Waterfront Cebu City Hotel and Casino on March 13.
“I am pleased to announce that the Cebu Provincial Government, through the Cebu Tourism Council (CTC), will today formally hand over the reins of the Suroy-Suroy Sugbo program – now evolved into thematic tours as assessed by the CTC – to the private sector,” the governor said in her speech.
The move reflects the Capitol’s shift toward strengthening partnerships with tourism stakeholders while allowing industry players to take a more active role in promoting and managing travel experiences across the province.
During the event, Governor Baricuatro also announced the launch of four of the seven thematic tours under the rebranded Suroy-Suroy Sugbo: Coastal Journey in the South (Adventure Tour), Highland, Island, and River Journeys, Southern Pilgrimage, and South Countryside Tour.
“These will be entrusted to legitimate tour operators, confident they are in the very able hands of very capable people,” the governor said.
The annual travel expo was attended by tourism officials, Cebu mayors, business leaders, travel industry partners, and more than a hundred exhibitors participating in this year’s event, which links local industry players with global travel partners while promoting the province as a key gateway for domestic and international travelers.
The shift in policy direction is consistent with the Capitol’s efforts to highlight Cebu’s tourism destinations, cultural treasures, and natural attractions instead of promoting personalities associated with tourism campaigns.
“My friends, there is a lot of work to be done to recapture the glory days of Cebu’s tourism after the pandemic and recent natural calamities pushed it to its knees,” the governor said.
“But I am supremely confident that with everyone onboard and doing their share, like the holding of the International Travel Festival here in Cebu, tourism in our province and the rest of the Philippines will rebound and soar to greater heights,” she added.
2026 TOURISM PRIORITIES
The governor also outlined the Capitol’s tourism priorities for 2026, which include: (1) expanding tourism training and community-based tourism development; (2) digitalizing tourism data, marketing, and promotions; and (3) strengthening Cebu’s international presence through tourism partnerships and trade missions, including planned business missions to Australia and Japan.
In line with the second priority, she revealed that the Capitol, through the Provincial Tourism Office, has begun the virtual mapping of tourism sites, with the Capitol booth at the ITF already featuring the virtual map of the municipalities of Samboan, Ginatilan, Alegria, Tuburan, and Aloguinsan.
The project offers a fully immersive 360-degree view of destinations, allowing potential visitors to explore attractions online before planning their trips. The governor cited Samboan as an example, noting that the town is home to natural attractions such as Aguinid Falls, Dao Falls, and Binalayan Hidden Falls.
She said the Capitol intends to launch the virtual maps of the next 25 towns and cities of the province in the coming months.
“Through this interactive experience, visitors can explore these natural attractions from the comfort of their homes, making it easier to discover, plan, and get inspired for their next adventure,” the governor said. | 𝑪𝑨𝑷𝑰𝑻𝑶𝑳 𝑷𝑰𝑶/𝑷𝒉𝒐𝒕𝒐𝒔 𝒃𝒚 𝑨𝑹𝑱, 𝒀𝑱𝑩
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