SM Prime Holdings is making a bold play to turn the Visayas into the country’s next marquee events corridor, banking on the SM Seaside Cebu Arena to draw global acts, foreign fans and fresh investment outside Metro Manila.
Set for completion in June 2026, the 16,000-seat venue—expandable to 25,000 at full capacity—will be Cebu province’s first purpose-built, multi-purpose indoor arena. Rising within the sprawling South Coast City estate in Cebu City, the project is designed to anchor a broader lifestyle and entertainment district in the region.
“For us, this is about regional positioning,” said Jeffrey Lim, president of SM Prime Holdings. “By building a venue of this scale in Cebu, we are strengthening the Visayas as a destination for international events, domestic tourism and long-term investment.”
Lim said the arena offers promoters and artists a serious alternative to the capital, allowing them to tap audiences across Central and Southern Philippines without routing everything through Manila. Cebu’s direct flights to Hong Kong, Singapore, South Korea, Vietnam and Japan add another advantage: foreign fans can fly straight in for concerts and events.
The initial soft opening may feature a local act, but SM Prime is eyeing a global headliner for the formal launch, a not-so-subtle signal that Cebu intends to play in the big leagues.
The arena is central to SM Prime’s largest investment outside Metro Manila. South Coast City already hosts the massive SM Seaside City Cebu, and the master plan includes future convention centers and additional hotels beginning next year.
“With all of this in place, we expect South Coast City to become a fully integrated lifestyle and entertainment destination in the Visayas and Mindanao,” Lim said.
As for replicating the model elsewhere, SM Prime is exploring other cities but not anytime soon. Any expansion beyond flagship venues such as SM Mall of Asia Arena and Cebu will likely come after five years and follow a different concept.
The spotlight is now squarely on Cebu, and SM Prime is betting the region is ready for its encore.
