𝐂𝐈𝐈𝐒 𝟐𝟎𝟐𝟔 𝐃𝐀𝐘 𝟑 𝐇𝐈𝐆𝐇𝐋𝐈𝐆𝐇𝐓𝐒 𝐓𝐎𝐔𝐑𝐈𝐒𝐌, 𝐋𝐈𝐅𝐄𝐒𝐓𝐘𝐋𝐄, 𝐀𝐍𝐃 𝐄𝐗𝐏𝐄𝐑𝐈𝐄𝐍𝐂𝐄 𝐄𝐂𝐎𝐍𝐎𝐌𝐘 𝐎𝐏𝐏𝐎𝐑𝐓𝐔𝐍𝐈𝐓𝐈𝐄𝐒 𝐈𝐍 𝐂𝐄𝐁𝐔
The third day of the Cebu International Investment Summit 2026 (CIIS 2026) highlighted investment opportunities in tourism, lifestyle, and the experience economy, reinforcing Cebu’s push to reinvigorate and expand its tourism sector.
Cebu Provincial Administrator Atty. Ace Durano, who served as tourism secretary from 2004 to 2010, said tourism development is a shared effort between government and the private sector.
Durano said Cebu offers what global travelers seek—the “ABCs” of adventure, beaches, and culture—making it, in his view, the strongest tourism brand in the country. He added that many international markets are more familiar with Cebu than with the Philippines itself.
He credited Cebu’s capable private sector and the provincial government under Governor Pamela Baricuatro for fostering a welcoming environment aimed at reviving the province’s previously lackluster tourism performance.
Drawing from his tenure at the Department of Tourism, Durano cited partnerships with the private sector in crafting market-specific campaigns, including international promotions featuring Filipino artists Apl.de.ap and Regine Velasquez. These efforts, he said, helped increase tourist arrivals from 2.1 million in 2004 to 3.2 million in 2010, a 49.31-percent rise.
Speakers from key tourism-related sectors also shared their perspectives.
Julita Urbina, president of Laguna Group, discussed opportunities in food, culture, and lifestyle investments, citing Cebu’s diverse culinary heritage. She said the province’s tourism sector remains open to new players whose participation helps elevate Cebu’s presence in the global tourism market.
Michelle Leslie Llanos, vice president for Visayas mall operations of SM Supermalls, emphasized the continued relevance of retail and mixed-use developments despite the growth of online shopping. She said malls have evolved into lifestyle hubs integrating offices, residential units, schools, and event venues, positioning them as dynamic economic platforms that grow alongside Cebu.
Cleofe Albiso, managing director of Megaworld Hotels and Resorts, highlighted the role of integrated townships in broadening Cebu’s tourism appeal, including facilities designed to accommodate Muslim travelers. She said Cebu has the potential to emerge as one of Asia’s next major tourism destinations, supported by modern gateway infrastructure, a service-oriented workforce rooted in cultural authenticity, and the strong development and operational track record of the private sector.
Rafael Aboitiz, vice president and head of airports at Aboitiz InfraCapital, discussed aviation and route development, noting that Central Visayas remained the most visited region by foreign and domestic tourists from 2000 to 2024 despite having fewer direct international flights. He said this gap presents an opportunity, prompting Aboitiz InfraCapital—the private operator of the Mactan-Cebu International Airport—to open 10 new routes in 2025, reinforcing MCIA’s position as a premier transfer hub in the country.
Discussions on Day 3 underscored that Cebu’s tourism and experience economy is no longer defined solely by destinations, but by the strength of its partnerships, infrastructure, and execution capacity.
With a mature private sector, an enabling provincial government, and an ecosystem spanning food, retail, hospitality, aviation, and integrated developments, Cebu is positioning itself as a complete, investment-ready tourism market rather than a seasonal leisure destination.
Speakers emphasized that Cebu’s advantage lies in its ability to translate vision into delivery—supported by modern gateways, evolving lifestyle hubs, culturally grounded service excellence, and proven developers and operators. As the province accelerates its tourism revival, Cebu is signaling to investors and new market entrants that the fundamentals are in place, the platforms are ready, and the province is open to partners who want to grow with it. /𝑪𝑨𝑷𝑰𝑻𝑶𝑳 𝑷𝑰𝑶, 𝑷𝒉𝒐𝒕𝒐𝒔 𝒃𝒚 𝒀𝑱𝑩
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