Cebu City is strategically pivoting its tourism focus towards high-value markets, particularly MICE and ESL tourism, as the global oil crisis escalates travel costs.
Reinforcing Cebu's Tourism Strategy
She asked me what my plan is in Cebu.
Pamela Baricuatro, Governor of Cebu
- Focus on community-based tourism initiatives
- Expand ESL programs for international students
During a recent meeting with Tourism Secretary Ditas Angara-Mathay at the ASEAN Summit, Cebu Governor Pamela Baricuatro highlighted the province's renewed priorities. Cebu seeks to enhance its tourism offerings through community engagement and education-focused initiatives.
Baricuatro noted that Angara-Mathay expressed support for Cebu’s initiatives, particularly in MICE and ESL sectors, which are seen as potential growth areas.
The Department of Tourism is directing its efforts towards nearby international markets that can provide stable visitor inflow. Regional Director Gelena Asis-Dimpas emphasized the importance of focusing on markets with direct flight access to Cebu.
Tourism stakeholders believe that MICE tourism can drive significant economic activity year-round, benefiting local businesses such as hotels and restaurants.
Preparations are underway for Cebu's bid to host MICECON 2027, the largest national gathering of MICE professionals. This event aims to reaffirm Cebu's status as a premier MICE destination, a title it has held since 2011.
Historically, Cebu has been a favored venue for international conferences and exhibitions. The current strategy shift is not only a response to rising costs but also a proactive step to maintain its competitive edge in the tourism market.