Tourism Secretary Christina Garcia Frasco underscored the vital importance of public-private collaboration in securing Cebu’s position as a premier global destination during the 1st General Membership Meeting of the Hotel Resort & Restaurant Association of Cebu Inc. (HRRACI) held on Thursday, January 15.
Addressing industry leaders, Secretary Frasco highlighted the Department of Tourism’s (DOT) strategy to accelerate recovery efforts following the series of environmental and economic challenges that impacted the province over the past year.
The Tourism Chief praised HRRACI for its enduring role as a “steadfast partner” in navigating Cebu’s tourism landscape through periods of both crisis and record-breaking success.
“HRRACI has been a steadfast partner of the DOT over the course of these many years,” Secretary Frasco stated. “Most recently, our partnership launched the ‘Visit Cebu’ campaign with Cebu Pacific, a critical initiative designed to reinvigorate the local economy and support our stakeholders.”
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Global Competitiveness: Positioning Cebu as the primary gateway to the Visayas.
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Community-Centric Growth: Aligning efforts with the National Tourism Development Plan (NTDP) to ensure tourism revenue creates tangible opportunities for local communities.
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Hosting Excellence: Preparing for the Philippines’ hosting of the 45th ASEAN Tourism Forum (ATF), signaling that Cebu is fully open and thriving.
During the event, Secretary Frasco officially led the induction of HRRACI’s 2026 Officers and Board of Trustees. She challenged the new leadership to serve as a catalyst for innovation and sustainable practices within the hospitality sector. “Our goal is to ensure that dialogue leads to collective action, creating a tourism industry that is not only resilient but sustainably built for the future,” Frasco added.
As the province prepares for a high-profile year on the international stage, the DOT and HRRACI remain unified in their mission to elevate the Filipino brand of hospitality and maintain Cebu’s status as a world-class travel hub.
