NANNING, CHINA — Cebu took center stage at the 23rd China-ASEAN Expo on September 17, 2026, showcasing its tourism and investment potential before an international audience. Governor Pamela Baricuatro pitched the province as a strategic gateway for businesses seeking growth in the Philippines, ASEAN, and beyond.
Cebu Shines as Province of Charm
The Philippines serves as this year's Country of Honor, with Cebu featured as the Province of Charm. This distinction gave the province a prominent platform inside the Philippine National Pavilion, where local products, destinations, and enterprises enjoyed prime exposure to regional buyers and investors.
Governor Baricuatro delivered a 20-minute presentation titled "Charming Opportunities: Investable Properties in Cebu." She positioned the province not merely as a tourism destination but as a competitive economic partner. Her message invited the world to discover a different side of Cebu.
Beyond Beaches: A New Cebu Story
"For many people around the world, Cebu is already familiar. They know our beaches, our history, our culture, and our food," Baricuatro said. "But today, we want the world to discover another Cebu—not only beautiful, but competitive."
Trade and Industry Secretary Cristina Roque recognized Cebu as a premier destination, citing strengths in IT-BPM, logistics, infrastructure, and international connectivity. Ambassador Jaime FlorCruz likewise expressed support for stronger economic linkages between Cebu and Chinese partners.
Tourism Meets Investment Opportunity
The governor presented three Province-owned properties in strategic Cebu City locations open for private partnerships. The largest, the Sudlon Innovation and Technology District, spans 5.2 hectares in Lahug and is envisioned as a mixed-use hub blending technology, residential, commercial, and green spaces.
The Gov. M. Cuenco Avenue project near Cebu IT Park could host wellness, learning, and enterprise facilities. The Camputhaw Urban Boutique Development along St. Moritz Road could accommodate hospitality, serviced residences, retail, and health facilities. Baricuatro stressed these represent only some of Cebu's possibilities.
Bringing Homegrown Enterprises to the World
Cebu's participation also brought local enterprises to the international stage. Exhibitors from local government units and the private sector gained access to potential buyers, investors, and tourism partners from across the region. The showcase highlighted Cebu's creative industries and startup ecosystem.
Baricuatro emphasized that the products displayed represent something deeper. "I hope you see not only the products we brought with us, but the people, possibilities, and stories behind them," she said, inviting visitors to explore beyond the pavilion displays.
A Future Built on Partnership
The governor framed investment as a partnership rather than a transaction. She said successful investments should create jobs, support local suppliers, strengthen communities, and generate lasting economic activity. "When our investors succeed, Cebu succeeds. And when Cebu succeeds, our people benefit," she said.
Baricuatro ended with an invitation for global partners to see Cebu as a long-term ally. "Do not simply invest in Cebu. Grow with Cebu. Build with Cebu. And together, let us build Cebu's next growth story."
