Cebu Provincial Government Adopts New Business-First Tourism Strategy
The Cebu Provincial Government is implementing a significant transformation in how it markets the island to the world. Moving away from traditional mass-market approaches, the province is now focusing on direct engagement with international travel buyers and tour operators through strategic business-to-business meetings. This refined strategy aims to reposition Cebu prominently on the global tourism map by building meaningful commercial relationships with key decision-makers in the travel industry.
Building Direct Business Connections
Provincial Administrator Joseph Felix "Ace" Durano detailed that the core of this new approach involves structured B2B meetings with international agencies that determine which destinations are packaged and sold to overseas travelers. During the recent Asean Tourism Forum travel exchange, Cebu representatives conducted over 120 productive meetings with these crucial international partners.
"These are direct buyers. These are international tour operators and travel agencies. That's really how business is done," Durano emphasized during his statement on Wednesday, February 4, 2026. The provincial government recognizes that establishing these direct commercial relationships represents the most effective pathway to sustainable tourism growth.
International Interest in Nature-Based Tourism
Travel industry experts from multiple European nations, including Spain, Portugal, and Poland, have demonstrated particularly strong interest in Cebu's pristine beaches and diverse nature-based activities. While these initial meetings don't translate to immediate tourist arrivals, they represent the essential first phase of a comprehensive long-term development plan.
The subsequent phase will involve organizing "familiarization tours" where international travel buyers and media representatives will be invited to experience Cebu's attractions firsthand. "You always start with a prospect and the next step normally is they will bring their people here to inspect," Durano explained regarding this systematic approach to destination promotion.
Strategic Reallocation of Tourism Funds
Governor Pamela Baricuatro has directed that provincial tourism funds be utilized exclusively for genuine promotion activities. Under this directive, the Provincial Government will focus on bringing international buyers directly to tourist destinations rather than allocating resources toward local government unit initiatives.
"The governor wants the funds used for honest-to-goodness tourism promotion, not for self-promotion," Durano clarified. This represents a notable shift from previous programs, though the Suroy-Suroy Sugbo program continues as mandated by existing legislation.
Reclaiming International Market Position
Durano acknowledged that Cebu has recently been less aggressive in international marketing compared to competing destinations like Vietnam. The new B2B strategy specifically aims to address this competitive gap and restore Cebu's prominence in the global tourism marketplace.
"In the international market, Cebu was overshadowed," Durano observed. Recognizing that travel agencies continually seek new destinations annually, the province has initiated a year-long series of business meetings designed to maintain competitive relevance.
By establishing connections with global tourism experts through this sustained engagement strategy, the Provincial Government anticipates seeing substantial increases in international visitor numbers by the following year, marking Cebu's determined return to the global tourism spotlight.
