Cebu Pacific, the Hotel, Resort, and Restaurant Association of Cebu Inc. (HRRACI), and the Department of Tourism (DOT) have sealed a new partnership designed to supercharge Cebu’s visitor arrivals through flight incentives and bundled stay packages.
Announced during the December 12 ceremonial signing of the Memorandum of Understanding in Lapu-Lapu City, the initiative forms the backbone of the new “Visit Cebu” campaign—an aggressive push to restore Cebu’s standing as one of Asia’s most dynamic leisure, dive, and heritage destinations.
Tourism Secretary Christina Garcia Frasco said the program is crafted to “reinvigorate tourism activities in Cebu,” noting that the incentives will play a critical role in boosting competitiveness amid the region’s fast-evolving travel landscape.
A coordinated international digital marketing strategy will reinforce the campaign across six key markets—Korea, Japan, Thailand, Singapore, Hong Kong, and Vietnam—all connected to Cebu via direct Cebu Pacific flights. This synchronized promotion aims to funnel more high-value travelers into the island-province’s top tourism corridors.
Cebu Pacific will provide air travel support for accredited buyers, while HRRACI will manage hotel partnerships and the distribution of vouchers. The collaboration will allow foreign visitors to enjoy perks such as complimentary one-night hotel stays, special resort promotions, and other hospitality benefits across DOT-endorsed establishments.
“By combining exclusive flight incentives, strategic overseas promotion, and special hotel and resort packages from our HRRACI partners, we will position Cebu as a top regional choice for leisure travelers, divers, adventure seekers, and culture lovers,” said Cebu Pacific Chief Marketing and Customer Experience Officer Candice Iyog.
The program will also feature business-to-business matching sessions and a familiarization tour spanning Moalboal and Malapascua—two marquee dive destinations—further strengthening Cebu’s appeal in key international markets.
