Despite crisis, high airfares, Cebu province welcomes more tourists in 2026

Local

DESPITE economic pressures and high airfares weighing on travel, Cebu province welcomed more tourists in the first eight months of 2026, driven by a sharp increase in foreign visitors.

Tourist arrivals reached 1.08 million from January to August, up 12.78 percent from 958,317 during the same period in 2025, according to data released by the Provincial Tourism Office (PTO).

The increase came as Cebu's tourism industry faced challenges that could have dampened travel demand, including surge in transportation costs and wider economic uncertainties affecting consumer spending.

Domestic travelers remained Cebu's biggest tourism market, accounting for 838,575 arrivals, translating to a 9.19 year-on-year (YoY) increase.

Foreign tourism, however, grew at a much faster pace.

International arrivals jumped 27.28 percent to 242,108, accounting for about 22 percent of all visitors recorded by the province during the eight-month period.

South Korea remained Cebu's biggest foreign market with 60,518 visitors, followed by the United States with 22,866 and Japan with 22,223.

Overall, the PTO recorded growth from 53 foreign markets.

South Korea posted the largest increase in absolute numbers, adding 13,630 visitors from a year earlier, followed by China with 10,546 and the United Kingdom with 3,409.

The Provincial Government attributed the tourism industry's continued growth partly to stronger promotions and efforts to improve Cebu's direct international connectivity.

Gov. Pamela Baricuatro has been pushing for additional direct flights to Cebu in engagements with foreign officials and tourism stakeholders, arguing that better connectivity could bring more visitors directly to the province while supporting local businesses.

Among the international connections restored this year was the Cebu-Quanzhou route, which resumed twice-weekly flights on March 29 following discussions between Cebu and officials from Fujian province in China.

Passenger traffic at the Mactan-Cebu International Airport also reflected stronger travel activity.

Separate airport figures cited by the Capitol showed MCIA handled 7.36 million passengers from January to July.

International passenger traffic reached 1.93 million, up 14 percent.

The airport served 23 airlines flying to 44 destinations during the period, 16 of them international.

Within the province, Cordova recorded the highest number of visitors at 171,552.

Santa Fe on Bantayan Island, one of Cebu's major beach destinations, ranked second with 120,197 visitors, while Daanbantayan in northern Cebu followed with 59,435.

The Capitol said improving direct air links could help distribute tourism spending beyond Cebu's major urban centers and bring more visitors to destinations elsewhere on the island.

“This has been among the Governor's priorities during her official missions and engagements abroad, where tourism promotion and connectivity have formed part of discussions with foreign government officials, tourism leaders and potential partners,” the province said.

The Provincial Government said it would continue domestic and international promotions, pursue additional air connections and strengthen partnerships with the private sector and other governments to sustain Cebu's tourism growth.(RBE)