Capitol taps private tour operators to handle Suroy-Suroy Sugbo

Local

THE provincial government has opted to let professional operators take the lead in Cebu’s tourism initiatives.

The Suroy-Suroy Sugbo program, a long-running tourism caravan previously managed by the Capitol, will now be organized and promoted by private tour operators.

Gov. Pamela Baricuatro made the announcement during the 11th International Travel Festival (ITF) 2026 on Friday, March 13 at the Waterfront Cebu City Hotel and Casino.

“I am pleased to announce that the Cebu Provincial Government, through the Cebu Tourism Council (CTC), will today formally hand over the reins of the Suroy-Suroy Sugbo program – to the private sector,” she said.

She emphasized her administration’s belief that tourism campaigns are best led by industry professionals.

Baricuatro introduced four thematic tours under the rebranded program.

This will include the Coastal Journey in the South (Adventure Tour), Highland, Island, and River Journeys, Southern Pilgrimage, and South Countryside Tour. All will be managed by accredited private operators.

“These will be entrusted to legitimate tour operators, confident they are in the very able hands of very capable people,” she said.

The ITF 2026 attracted tourism officials, Cebu mayors, business leaders, travel partners, and over a hundred exhibitors, serving as a platform to connect local stakeholders with global travel opportunities while promoting Cebu as a gateway for domestic and international visitors.

Baricuatro’s decision reflects priorities she laid out after winning the governorship in 2025.

At her inauguration on June 30 and ceremonial oathtaking on July 1, she emphasized healthcare, public service, transparency, and inclusive governance.

She directed provincial officials to urgently assess staffing in all 16 Capitol-run hospitals and begin hiring doctors and nurses before the end of July.

Mobile clinics and mobile kitchens were also rolled out to serve far-flung barangays, with the opening of a rural health unit in Compostela cited as a model for expanding medical access.

In her early weeks, Baricuatro appointed a new executive team, including former Tourism Secretary Ace Durano as Provincial Administrator.

Durano had criticized prior government-led tourism programs for prioritizing personalities over community needs.

Baricuatro outlined 2026 priorities: expanding community-based tourism, digitalizing tourism data and promotions, and strengthening Cebu’s international presence through trade missions to countries such as Australia and Japan.

The Capitol has already launched virtual 360-degree maps of towns including Samboan, Ginatilan, Alegria, Tuburan, and Aloguinsan, allowing visitors to explore destinations online before planning trips.

The project will expand to cover 25 more towns and cities in the coming months.

Baricuatro stressed that while tourism remains important, government resources must prioritize essential services.

Programs like Pasigarbo sa Sugbo and government-led Suroy-Suroy Sugbo tours have been discontinued.(myTVCebu)