Cebu tourism surges in 2026 with over 1.08-M arrivals

Cebu Province welcomed more than 1.08 million tourists from January to August, driven by a surge in international visitors and intensified provincial tourism campaigns.

Data from the Cebu Provincial Tourism Office (PTO) showed the province recorded 1,080,809 arrivals during the eight-month period, up 12.78 percent from 958,317 during the same period in 2025.

Domestic tourism remained the primary volume driver, with arrivals reaching 838,575—a 9.19 percent increase.

Meanwhile, foreign arrivals climbed 27.28 percent to 242,108.

Cebu Governor Pamela S. Baricuatro said the figures reflect the province's broad appeal while emphasizing that growth must translate into tangible economic benefits for local communities.

"Tourism is not simply about how many people come to Cebu," Baricuatro said.

"It is about what their arrival means for our people—more jobs, more customers for local businesses, more opportunities for our entrepreneurs, and more income for communities."

To sustain the momentum, the Provincial Government has stepped up domestic travel promotions and pursued expanded direct international air connectivity.

During the 19th East Asia Inter-Regional Tourism Federation (EATOF) General Assembly in September, Baricuatro urged member regions to establish more direct flights to Cebu, noting that improved access benefits trade, investments, and education alongside tourism.

The province has already seen early results from its connectivity efforts.

Direct flights between Cebu and Quanzhou, Fujian resumed on March 29 following discussions between Baricuatro and Chinese officials.

Data from the Mactan-Cebu International Airport (MCIA) further underscored the traffic rebound. From January to July, MCIA handled 7,355,524 passengers, including 1,930,856 international travelers—a 14 percent increase.

The airport served 23 airlines across 44 destinations during the period.

Among local government units, Cordova led the province in tourist arrivals with 171,552, followed by Santa Fe with 120,197 and Daanbantayan with 59,435.

South Korea remained Cebu’s top source of foreign visitors with 60,518 arrivals, followed by the United States with 22,866 and Japan with 22,223. South Korea also posted the largest absolute increase in arrivals at 13,630, followed by China at 10,546 and the United Kingdom at 3,409.