Cebu is actively working to reverse the decline in tourism by focusing on strategic initiatives that include enhancing flight accessibility, promoting Halal tourism, and strengthening cultural and sustainable tourism efforts. The province aims to attract a more diverse international market, especially by aligning with global trends such as digital payment systems and eco-friendly travel. By focusing on these key areas, Cebu seeks to revitalize its tourism sector and position itself as a competitive, inclusive, and sustainable destination in the global market.

Amid an 18% drop in tourist arrivals from Korea, Cebu is focusing on strengthening its flight networks, enhancing its gastronomy offerings, and promoting community-based tourism to attract a more diverse international audience.

During the recently held 23rd East Asia Inter-Regional Tourism Forum (EATOF), the local government highlighted the importance of hosting the event. It underscored Cebu’s strategic position as a significant player in the region, creating new avenues for bilateral tourism initiatives, visitor exchange programs, and collaborative projects. These efforts aim to revitalize connections with existing markets while tapping into new international ones.

A direct outcome of the 23rd East Asia Inter-Regional Tourism Forum (EATOF) is Cebu’s ongoing discussions regarding direct flights to South Korea, aimed at reversing the significant decline in Korean arrivals. Authorities are hopeful that improving connectivity will reignite interest among Korean tourists.

The 18% drop in Korean visitors has been described as “unprecedented” and necessitates urgent action. One of the key challenges highlighted is the growing competition from Vietnam, which offers attractive travel packages and advanced digital payment systems that provide tourists with greater convenience and savings. Many Korean travelers are increasingly choosing destinations that feature seamless digital payment options, a trend that Vietnam has excelled in, but Cebu is still working to implement.

To address this, Cebu is reevaluating its tourism budgets. The provincial government is considering shifting portions of the ₱200-million Pasigarbo sa Sugbo fund to improve cultural exhibitions, upgrade facilities, provide tourism staff training, and enhance promotional efforts locally and internationally. Additionally, part of the ₱50-million Suroy-Suroy Sugbo budget will be redirected to strengthen broader tourism initiatives, aiming for a more agile and strategic response to evolving tourist preferences and global competition.

Cebu is also focusing on Halal Tourism as a key strategy to become more inclusive and appeal to Muslim visitors. This initiative ensures that food, accommodations, and services meet Islamic guidelines, making Cebu a more attractive destination for Muslim travelers. The provincial government is working closely with stakeholders to offer Halal-certified dining options and increase awareness of Halal practices among tourism workers.

During the EATOF event, delegates were introduced to a sustainable tourism showcase at the Bojo River in Aloguinsan. This community-based ecotourism destination, which received the UNWTO Best Tourism Villages Award in 2021, exemplifies the synergy between tourism and sustainability.

Cebu’s role as the host for the 2026 EATOF General Assembly is already being planned, with a focus on showcasing the province’s cultural heritage, eco-tourism potential, and its readiness to meet global tourism trends.

EATOF, formed in 2009 by nine local government units from East Asia, aims to foster mutual development among its members. The organization now includes 10 member provinces from 10 countries, which are Cebu (Philippines), Gangwon (Korea), Jilin (China), Luang Prabang (Laos), Quang Ninh (Vietnam), Sarawak (Malaysia), Siem Reap (Cambodia), Tottori (Japan), Tuv (Mongolia), and Yogyakarta (Indonesia).

In other developments, outbound travelers are set to benefit from an improved travel experience thanks to the integration of travel tax declaration into the e-Travel system. Launched on July 24 by the Department of Information and Communications Technology (DICT) and the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), the new system allows passengers to declare and pay their travel taxes digitally via mobile devices using the eGovPH Super App and the eTravel portal. This digital process is designed to reduce paperwork and waiting times, allowing travelers to complete the necessary steps with ease.

DICT Undersecretary for Special Concerns, Christine Faye Condez-De Sagon, emphasized that this innovation is not just about technological progress, but also about fulfilling promises to enhance the travel experience. TIEZA Chief Operating Officer Mark Lapid and Department of Tourism Undersecretary Shahlimar Hofer Tamano both welcomed the initiative, recognizing it as a significant boost to the Philippines’ tourism sector.