Archival attributes declining tourist arrivals to pricey hotel, airfare rates

Local

CEBU CITY Mayor Nestor Archival on Monday said rising airfare and hotel rates, especially during major festivals and events, may be contributing to the decline in tourist arrivals to the city.

He said that this observation was echoed by some ASEAN tourism delegates at the recently concluded ASEAN Tourism Forum (ATF) 2026, who pointed out that Cebu's pricing is less competitive compared to other regional destinations despite its strong tourism offerings.

“In my conversations with the ministers, I asked about their rates. They told me that in their countries, prices do not increase even during major events,” Archival said in a press conference on Monday, Feb. 2.

Archival had earlier raised this concern, which Cebu Governor Pamela Baricuatro later echoed amid reports of declining tourist arrivals in Cebu.

“What they observed here is that the moment there are occasions, rates go up. Airfare and hotel prices are also high,” he added.

Despite cost concerns, Archival said ASEAN delegates praised Cebu City for the smooth, peaceful, and orderly conduct of the ATF, which ran from Jan. 28 to 30 as part of the Philippines’ ASEAN chairmanship in 2026.

“Walay major incident nga nahitabo sa atong syudad. Grabe ka malinawon, and it was very successful,” Archival said.

He added that while Cebu still faces urban challenges, ministers observed that the city was clean and well-organized during the forum.

Archival said some delegates were so impressed that several returned on the second day of the activities after initially joining the first day’s events.

Tourism Secretary Christina Garcia Frasco earlier described the three-day ATF in Cebu as a success. She cited positive feedback from ASEAN tourism ministers and delegates, as well as the smooth conduct of ministerial meetings and side events.

“We are very happy with the positive feedback from the ministers about the hosting by the Philippines of the ASEAN Tourism Forum, and the experiences that they have had here in Cebu,” Frasco said on Jan. 30.

Building on the positive reception to the ATF’s cultural activities, Archival said the city plans to institutionalize heritage tours as a regular tourism program for both foreign and local visitors.

He said the Cebu City Tourism Commission is preparing to formally roll out regular heritage walks and tours starting after the city’s Charter Day celebrations.

“The heritage tour that we did will become regular, not only for tourists from other countries but also for local tourists,” Archival said. “This is good for culture because it’s about information, arts, and everything about Sugbo.”

The program, he added, will particularly target the youth, allowing them to learn Cebu’s history and culture not only from books but through on-site experiences.

The heritage initiative builds on “Paglantaw: A Heritage Tour of Old Cebu,” a half-day cultural tour offered to ATF 2026 delegates. Organized as part of the forum’s official activities, the tour showcased Cebu’s historical landmarks, faith traditions, and living culture, giving delegates a deeper appreciation of the city beyond conference venues.

City officials said the Paglantaw tour was designed to present Cebu as a “living community” shaped by resilience, devotion, and a strong sense of identity that helped strengthen cultural ties with ASEAN partners.

Moreover, Archival said Cebu City will intensify efforts to promote its tourism offerings abroad, including reciprocal visits to ASEAN member states.

“I told them that we will be visiting their countries more to introduce our tourism,” he said.

He also disclosed that Russia, which has a sister-city relationship with Cebu, has requested assistance in lobbying the national government to approve a proposed direct flight to Cebu. This initiative could help boost international arrivals if realized.

The ATF is ASEAN’s flagship annual tourism event, established in 1981, and serves as a major platform for policy coordination and tourism promotion among member states.

Cebu last hosted the forum in 2016 and was again selected this year as the venue for the region’s premier tourism gathering.

Among the key outcomes of ATF 2026 was the launch of the ASEAN Tourism Sectoral Plan for 2026 to 2030, which prioritizes jointly promoted tourism products such as heritage and culture, gastronomy, cruise tourism, health and wellness, and nature and adventure.

According to the Department of Tourism, agreements reached during the forum are expected to lead to expanded air routes across Southeast Asia, benefiting major gateways including Cebu, Manila, Bohol, Davao, and Iloilo.(TGP)