Tourism groups and industry players are positioning Cebu as a gateway to multi-island travel across the Visayas, aiming to extend visitor stays and channel more tourism spending to smaller island economies.
The Visayas Island-Chambers Tourism Alliance (VITA), backed by Mactan-Cebu International Airport (MCIA) operator Aboitiz InfraCapital Cebu Airport Corporation, has partnered with the Department of Tourism (DOT) and the Philippine Chamber of Commerce and Industry (PCCI) to develop integrated tourism circuits anchored on Cebu.
The partnership was formalized through a memorandum of understanding presented at the 52nd Philippine Business Conference and Expo on October 13–14. Six destinations are covered in the initial rollout: Lapu-Lapu, Panglao, Boracay, Siquijor, Guimaras and Biliran.
Under the Discover the Visayas, #FlyViaCebu campaign, the partners aim to turn Cebu’s air connectivity into more regional trips, longer itineraries and additional business opportunities for communities beyond established tourism centers.
The initiative combines destination marketing with efforts to improve air links, develop tourism enterprises, build industry capacity and strengthen destination readiness.
MCIA’s CEB Connects transfer service will support travelers moving between destinations, while an online itinerary builder enables tourists to plan trips and access bookings through travel platforms Trip.com and Klook.
“Strengthening tourism requires more than improving airport connectivity,” said Aboitiz InfraCapital corporate affairs head Christopher Camba, underscoring the need for coordination among local chambers, airport operators and government agencies.
PCCI Area Vice President Jobert Peñaflorida said the partnership would help more local businesses participate in tourism growth.
The alliance seeks to spread the economic gains from tourism beyond major gateways by making it easier for visitors to combine destinations in one trip. If successful, the approach could create more opportunities for local accommodation providers, tour operators, transport businesses and other tourism-related enterprises across the Visayas.
