The third day of the Cebu International Investment Summit 2026 (CIIS 2026) concluded with a powerful message to the global community: Cebu is no longer just a seasonal leisure destination, but a sophisticated, investment-ready ecosystem for the “experience economy.”
The summit’s third leg focused on the strategic convergence of tourism, lifestyle, and infrastructure, highlighting how the province is leveraging its “ABC” assets—Adventure, Beaches, and Culture—to drive a massive sector-wide revival.
Leading the discussions, Cebu Provincial Administrator Atty. Ace Durano underscored the vital role of public-private partnerships (PPP). Reflecting on his tenure as Tourism Secretary, Durano noted that targeted collaborations once fueled a nearly 50% increase in tourist arrivals.
“Cebu remains the strongest tourism brand in the country,” Durano stated. “In many international markets, the Cebu brand carries more recognition than the country itself. Under the leadership of Governor Pamela Baricuatro, we are fostering an environment where the private sector can lead the charge in reclaiming our position as a global leader.”
Industry leaders across retail, hospitality, and culinary sectors presented a unified vision of Cebu’s evolution into a multifaceted lifestyle hub:
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Culinary & Lifestyle: Julita Urbina, President of Laguna Group, invited new players to invest in Cebu’s rich culinary heritage, noting that food and culture remain untapped frontiers for global tourism growth.
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Modern Retail Hubs: Michelle Leslie Llanos of SM Supermalls detailed the evolution of malls into “lifestyle hubs.” These integrated developments—combining offices, schools, and event spaces—serve as dynamic economic engines that thrive alongside the local community.
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Integrated Townships: Cleofe Albiso, Managing Director of Megaworld Hotels and Resorts, emphasized the shift toward integrated townships. She highlighted the province’s readiness to accommodate diverse markets, including the growing demand for Muslim-friendly travel facilities, supported by Cebu’s authentic service culture.
A key highlight of the day was the focus on aviation and connectivity. Rafael Aboitiz, Vice President and Head of Airports at Aboitiz InfraCapital, addressed the current gap between Cebu’s popularity and its direct international accessibility. “Central Visayas has consistently been the most visited region in the Philippines for over two decades,” Aboitiz noted. “To bridge the accessibility gap, we launched 10 new international routes in 2025, cementing Mactan-Cebu International Airport (MCIA) as the premier transfer hub of the Philippines.”
The consensus among speakers was clear: Cebu’s competitive advantage lies in its execution capacity. With modern gateway infrastructure, a mature private sector, and a provincial government committed to ease of doing business, the province offers a stable and lucrative platform for new market entrants.
As CIIS 2026 moves forward, the message to investors is definitive: the fundamentals are in place, the infrastructure is scaling, and Cebu is ready for partners to join its journey toward becoming Asia’s premier tourism and lifestyle destination.
