DOT partners with HRRACI for ‘Visit Cebu’ drive

Local

TOURISTS returning to Cebu may now find more reasons to fly in and stay longer, as the province seeks to reclaim its position as a top leisure and dive destination in the region.

The Department of Tourism (DOT) has partnered with Cebu Pacific and the Hotel, Resort, and Restaurant Association of Cebu Inc. (HRRACI) to formally launch the Visit Cebu campaign.

The program is a coordinated effort designed to revitalize the local tourism industry following recent natural calamities, including the magnitude 6.9 earthquake in September and Typhoon Tino in November.

The ceremonial signing of the Memorandum of Understanding (MOU) took place on Friday, Dec. 12, in Lapu-Lapu City.

The tripartite agreement seeks to combine the strengths of government support, airline logistics, and hospitality incentives to attract tourists from six priority Asian markets—Korea, Japan, Thailand, Singapore, Hong Kong, and Vietnam.

These markets were chosen due to their direct flight connectivity to Cebu and their historic contribution to the province’s international tourism arrivals.

The campaign is complemented by a digital marketing push to highlight Cebu’s beaches, dive spots, mountains, cuisine, festivals, and cultural heritage.

Under the Visit Cebu program, foreign travelers are offered a complimentary one-night hotel stay, hospitality promotions, and various vouchers from DOT-accredited resorts and accommodation establishments coordinated through HRRACI.

The packages are designed to make travel more accessible and encourage longer stays, providing direct economic benefits to local businesses and tourism frontliners.

In addition to traveler incentives, the campaign includes business-to-business sessions aimed at linking local tourism enterprises with potential international buyers, suppliers, and tour operators.

Familiarization tours in the coastal town of Moalboal and the island of Malapascua are also planned, showcasing Cebu’s world-renowned diving sites and adventure tourism offerings to key source markets.

These initiatives are timed to support preparations for the Philippine Dive Experience, which will gather foreign tour operators, members of the media, and other tourism stakeholders to highlight the country’s dive destinations.

Cebu Pacific, serving as the logistical backbone of the campaign, will extend air travel support to vetted buyers, ensuring smoother access to the province.

The airline has expanded its hub operations over the past year, adding five new international routes and covering 32 domestic and international destinations.

These developments are expected to allow Cebu Pacific to operate more than 49,000 flights from Cebu, carrying over six million passengers and further strengthening Cebu’s connectivity with key international markets.

HRRACI, on the other hand, will manage hotel partnerships and voucher distribution, ensuring that travelers enjoy curated hospitality experiences that reflect the province’s vibrant culture and natural attractions.

The association has committed to rolling out new packages and promotions that have not been offered before, aiming to provide more affordable and exciting travel opportunities for visitors.

“We are rolling out very, very exciting packages, promotions, offers that we have never done before to make travel more exciting, more accessible, and affordable for everyone and our target markets,” HRRACI President Mia Singson-Leon said.

DOT Secretary Christina Garcia Frasco highlighted that the campaign reflects the power of public-private collaboration in supporting tourism recovery.

She emphasized that the initiative communicates to potential visitors that Cebu remains open, safe, and ready to welcome travelers from around the world.

Cebu Pacific Chief Marketing and Customer Experience

Officer Candice Iyog added that the partnership positions Cebu as a leading regional destination for leisure travelers, divers, adventure seekers, and culture enthusiasts.

The MOU signing ceremony was witnessed by DOT Undersecretary for Tourism Development Verna Buensuceso, Cebu Pacific Marketing Director Michelle de Guzman, and HRRACI Vice President for Resorts Estrella Shri.

Officials said the campaign represents a coordinated approach to restore visitor confidence, provide economic opportunities for affected businesses, and showcase Cebu’s resilience and readiness as a global tourism hub.

With these initiatives in place, Cebu is poised to welcome both returning and new travelers, strengthen its tourism recovery, and further cement its status as one of Asia’s most attractive destinations for culture, adventure, and leisure.(MyTVCebu)