CEBU — Cebu Province is set to take center stage at the 23rd China-ASEAN Expo in Nanning, Guangxi, China, as the Philippines' "Province of Charm." Governor Pamela S. Baricuatro will lead the official delegation from September 19 to 21, 2026, bringing the province's tourism, investment potential, and homegrown products to the international market.
A Spotlight on Cebu's Charm
The designation places Cebu at the forefront of the Philippine National Pavilion, showcasing its economic strengths, investment potential, and tourism destinations. The province will also highlight homegrown products and local enterprises, giving Cebuano businesses direct access to international buyers and partners.
Governor Baricuatro expressed pride in the selection, calling it an opportunity to show the world what makes Cebu special. She emphasized that the province's beauty stems not only from its destinations but also from its people, talent, and the opportunities it offers.
Bringing Cebuano Products to the World
Among the products to be showcased is Tuburan Coffee, alongside other Cebuano goods and enterprises. Private tourism stakeholders, including resorts, will directly promote their destinations and services to the international market. These exhibitors represent the diversity and quality of Cebu's local industries.
The Cebu Chamber of Commerce and Industry and the Mandaue Chamber of Commerce and Industry are part of the delegation. Their involvement ensures that local businesses gain direct access to potential partners and investors attending the expo.
Building on Past International Engagements
Governor Baricuatro noted that previous international visits have yielded concrete results. During a prior visit to China, the province helped open a direct flight that strengthened connectivity for travelers and traders alike. Discussions on waste-to-energy solutions for Cebu also began during a visit to Japan.
These engagements demonstrate the province's commitment to turning international meetings into tangible benefits for Cebuanos. The governor said she is optimistic that bringing together investors, businesses, and government leaders will lead to new partnerships and opportunities.
A Platform for Trade and Investment
This year's CAEXPO carries added significance as the Philippines serves as "Country of Honor." A 313-strong national delegation, including 73 high-value export enterprises, represents the country at the expo. The Philippines' participation aims to position the nation as a premier sourcing hub and world-class travel destination.
Cebu's participation aligns with the theme "The Philippines is Programmed for Business and Growth." The province's 7.3 percent annual economic growth and world-class logistics infrastructure make it a high-yield investment destination. The Center for International Trade Expositions and Missions organized the Philippine participation in partnership with various
government agencies.
The Philippines aims to grow exports through CAEXPO. Recent data showed exports of goods from January to July rose by 13 percent to $54.92 billion, the highest seven-month figure since 1991. After CAEXPO, Filipino food companies will proceed to SIAL Paris 2026 in France and the China International Import Expo in Shanghai.
Maximizing Opportunities for Cebuanos
Governor Baricuatro said the province intends to maximize the opportunity to open more doors for Cebu. The province's participation is part of a broader thrust to position Cebu as a competitive destination for investment, tourism, and trade. The ultimate goal is to ensure these engagements translate into opportunities for the Cebuano people.
The governor described CAEXPO as another chance to show the world how charming Cebu is. She cited the province's destinations, people, talent, and opportunities as reasons why Cebu stands out. The delegation returns with the hope of securing new markets and partnerships for local communities.
