CORDOVA, Cebu — The Philippine China Travel Exchange (PHILCHITEX) 2026 networking session convened Chinese travel buyers and Philippine tourism stakeholders in Cordova on July 4, 2026, aiming to deepen bilateral travel ties. The event showcased Central Visayas' diverse attractions and improved accessibility to capture a larger share of the Chinese outbound market.
A Networking Hub for Bilateral Tourism
Cordova Mayor Cesar Suan and Chinese Consul General in Cebu Zhang Zhen delivered welcome remarks, highlighting tourism’s role in strengthening people‑to‑people exchanges. Their presence underscored the high‑level commitment to rebuilding travel volumes between the two countries. The venue buzzed with introductions and handshakes as buyers and sellers explored potential collaborations.
The gathering was more than a ceremonial meet‑and‑greet. It provided a structured platform for serious business matching, allowing local operators to pitch tailored packages directly to Chinese agents. Every conversation held the potential to translate into increased visitor arrivals and longer stays across the region.
Showcasing Central Visayas' Diverse Offerings
Supervising Tourism Operations Officer Riza Marie S. Macaibay, representing the Department of Tourism Central Visayas Office, presented the region's wide‑ranging tourism products. Her presentation spanned heritage, nature, marine adventures, wellness, education, cruise, MICE, and creative tourism. This diversity positions Central Visayas as a destination that appeals to varied Chinese traveler preferences.
Macaibay stressed that the region offers experiences beyond the well‑trodden beaches of Cebu and Bohol. From historic churches and mountain treks to culinary trails and art workshops, there is a niche for every type of visitor. The DOT's strategy is to move Chinese tourists beyond the standard circuits and into the heart of local communities.
Improved Connectivity Opens Doors
A key update came from Francis Loi of Aboitiz InfraCapital Cebu Airport Corporation, who detailed the expanding flight network at Mactan‑Cebu International Airport. New direct routes from key Chinese cities are reducing travel time and making Cebu a more convenient gateway. Enhanced airport capacity ensures a smoother arrival experience for the growing number of Chinese visitors.
This connectivity is the backbone of the region's tourism ambitions. Shorter, direct flights appeal to the emerging Chinese middle class seeking quick getaways. Loi's presentation gave travel buyers the confidence that logistics would not be a barrier to selling Cebu‑based itineraries.
Visa-Free Access and Multi-Destination Travel
Macaibay also promoted the 14‑day visa‑free entry privilege for eligible Chinese passport holders arriving via Cebu. This policy removes a significant hurdle for group tours and independent travelers alike. Combined with the One Visayas Initiative, which encourages multi‑destination travel, the region becomes a compelling, hassle‑free choice.
The One Visayas concept links Cebu with nearby islands like Bohol, Negros, and Siquijor, creating seamless island‑hopping experiences. Travel buyers saw the potential to package longer, more immersive tours that keep visitors in the region for extended periods. This approach directly benefits local economies across multiple provinces.
Business Matching for Future Growth
The afternoon was dedicated to business‑to‑business networking, where Chinese buyers engaged directly with tourism stakeholders from Cebu and Bohol. Hotels, resorts, tour operators, and transport providers showcased their services and negotiated rates. The room was alive with the energy of deals being struck and partnerships being formed.
Tourism Attaché Francisco Lardizabal of the Philippine DOT Office in Shanghai closed the session by reaffirming the importance of sustained collaboration. He noted that the Philippines remains committed to the Chinese market, with its warm hospitality and rich culture. The exchange is expected to yield concrete results in the form of increased bookings in the months ahead.
