Biz group plans revitalizing Cebu tourism
Formidable businesses in Cebu, including Aboitiz InfraCapital Cebu Airport Corporation, have joined hands in promoting the province tourism industry, which can bolster business operations further.
During the 52nd Philippine Business Conference and Exposition at The Manila Hotel last 14 October, island business chambers in the Visayas were urged to take the lead in promoting their own destinations, as part of the presentation of the action plan to package local tourism products, promote island destinations, and connect travelers through Cebu.
“VITA gives value on two levels. Level one is for your members: more visitors, a spot in packaged circuits, more footfall. Level two is for your chamber itself: stronger member retention, real data to talk to your LGUs, and training and toolkits for your team. Both matter,” said VITA chairman and PCCI Lapu-Lapu president Anthony Noel.
According to Noel, chamber leaders can consider four key steps to strengthen regional tourism and economic collaboration. First, they can audit and package signature local offerings into Cebu-linked tourism circuits in partnership with VITA. Second, they can mobilize members through chamber orientations that encourage hotels, dining establishments, craft businesses, and transport providers to participate.
Third, they can advocate locally by using MCIA route data to engage municipal and provincial governments in aligning festivals, infrastructure, and policies with VITA routes. Finally, they can expand collaboration beyond tourism by leveraging connections among chambers in Cebu, Bohol, Leyte, Samar, Negros and Panay to facilitate trade missions, business-to-business exchanges, and investment pitches.
“More routes mean more arrivals. More arrivals only help if visitors stay longer and spend locally. That’s where we (VITA) come in: building products, championing our destinations, and getting businesses ready. MCIA (Mactan-Cebu International Airport) brings the planes, and we turn them into local income,” Noel added.
To attain this, AIC Airports head of Tourism and Destination Marketing Blessie Cruz challenged chambers present to make three commitments: contribute a market-ready experience, connect it to an itinerary with another destination, and share its reach to promote the shared offer.
Crucial to this plan is Discover The Visayas, #FlyViaCebu, a campaign led by VITA with the Department of Tourism, Philippine Chamber of Commerce and Industry and MCIA operator Aboitiz InfraCapital Cebu Airport Corporation.
“Discover the Visayas, #FlyViaCebu is a model for regional collaboration. One Philippine arrival through Cebu can open up a journey across more island destinations. Cebu gives us the shared gateway, while destinations contribute the reasons to visit. Partners connect their resources so the traveler can plan, book, and move with less friction,” Cruz said.