CEBU CITY — The Cebu City Government took a seat at the Project Mango Shake workshop on July 29, 2026, joining a powerful coalition of tourism leaders, business chambers, and private stakeholders. The gathering at NUSTAR Resort & Casino aimed to craft one strong, unified brand that will sell Cebu to the world.
A Workshop to Shake Up Cebu’s Image
The workshop was organized by the Cebu Chamber of Commerce and Industry, which launched Project Mango Shake during Cebu Business Month. The initiative addresses a long‑standing problem: too many voices telling different stories about Cebu. The result has been a fragmented message that confuses travelers and investors alike.
CCCI President Regan Rex T. King told the assembly that Cebu’s strength lies in its diverse stories, but they must be told under one compelling banner. He stressed that meaningful collaboration among government, communities, tourism stakeholders, and businesses is essential. The room buzzed with ideas on how to present a stronger, more unified identity for the province.
One Voice for a Stronger Destination
Project Mango Shake is not just about logos and slogans; it is about aligning the promotional efforts of all key players. The initiative brings together chambers from Cebu City, Lapu‑Lapu, Mandaue, and Talisay under the regional catchphrase “Invest in Cebu, Prosper in Paradise.” For the first time, hotels, municipalities, and business groups will market Cebu as a single, consistent destination.
This unified approach is designed to attract high‑value visitors, particularly from the meetings, incentives, conferences, and exhibitions (MICE) sector. Conference delegates and business travelers spend more and stay longer than average tourists. A coherent brand promise makes Cebu far more competitive against other Asian MICE hubs.
City Government Takes an Active Role
The Cebu City Government sent a strong delegation to the workshop, signaling its commitment to the project. Tourism Office Head Shiela Grace Avanzado attended alongside Tourism Commissioners Tetta Ba‑ad, Alice Queblatin, Joey Gaisano, Bernard Sia, and Marget Villarica. They participated actively in discussions, contributing insights from the city’s perspective.
City officials emphasized that a unified destination brand contributes not only to tourism promotion but also to economic growth, investment opportunities, and job generation. They reaffirmed the city’s vision of a smart, sustainable, and inclusive Cebu. The presence of such a senior team underscored the local government’s dedication to making the brand a reality.
A Strategic Move for Economic Growth
Project Mango Shake is a direct response to the global trend of destinations competing for business events and high‑spending travelers. With world‑class facilities like NUSTAR Resort and the expanded Mactan‑Cebu International Airport, Cebu is poised to become a MICE powerhouse. A unified brand ensures that the infrastructure investment translates into actual visitor arrivals.
The July 29 workshop was a critical step in this journey. It allowed stakeholders to fine‑tune the brand framework, ensuring that every voice—from the city center to the island resorts—is heard. The spirit of collaboration that filled the FILI Ballroom signaled that Cebu is ready to speak with one voice, confident and clear.
