The Department of Tourism (DOT) formalized a key partnership with Cebu Pacific Air and the Hotel Resort & Restaurant Association of Cebu Inc. (HRRACI) to launch the “Visit Cebu” campaign. This strategic initiative is designed to revitalize the island province’s tourism sector following recent natural calamities, underscoring Cebu’s readiness to welcome back local and international visitors.
The ceremonial signing of the Memorandum of Understanding (MOU) was held on Friday, Dec. 12, in Lapu-Lapu, Cebu.
Tourism Secretary Christina Garcia Frasco highlighted the campaign’s role in reinforcing Cebu’s status as a premier global destination for leisure, diving, and heritage tourism. The partnership introduces compelling incentives, including flight incentives from Cebu Pacific and special accommodation packages from HRRACI members.
“On the part of the Department of Tourism, we are investing by securing the provision of hotel vouchers that will allow tourists to stay longer, to spend more, and to ensure that business and livelihood thrive here in Cebu, not just for our establishments but especially to our tourism frontliners,” Secretary Frasco stated.
The “Visit Cebu” campaign includes a robust coordinated digital marketing effort specifically targeting six priority international markets with direct air links to Cebu via Cebu Pacific: Korea, Japan, Thailand, Singapore, Hong Kong, and Vietnam.
“This campaign is meant to reinvigorate tourism here in Cebu and to communicate that Cebu continues to be open for tourism,” the Tourism Chief continued. “Our collaboration is not limited to the provision of vouchers and opportunities to fly alone. This collaboration will also translate to real and tangible business opportunities for our stakeholders.”
The MOU was signed by DOT Secretary Christina Garcia Frasco, Cebu Pacific Chief Marketing and Customer Experience Officer Candice Jennifer Iyog, and HRRAC President Mia Faye-Singson.
Witnessing the signing were DOT Undersecretary for Tourism Development Verna Buensuceso, Cebu Pacific Marketing Director Michelle de Guzman, and HRRAC Vice President for Resorts Estrella Shri.
This tripartite effort marks a significant step in the collective drive to restore and strengthen Cebu’s vibrant tourism economy.
