CEBU — The Department of Tourism, Mactan-Cebu International Airport, and the Visayas Island-Chamber Tourism Alliance officially launched the "Discover the Visayas, #FlyViaCebu" campaign on October 23, 2026. The initiative was formalized through a memorandum of understanding to strengthen regional tourism competitiveness.
A Unified Push for Visayas Tourism
Built around the theme "One Gateway. More Islands," the campaign initially promotes six key destinations: Lapu-Lapu, Panglao, Boracay, Siquijor, Guimaras, and Biliran. It aims to position Cebu as the central hub for exploring diverse island experiences across the region.
Led by Aboitiz InfraCapital Cebu Airport Corporation General Manager Ricia Montejo, PCCI President Ferdinand Ferrer, and DOT Undersecretary Stanley Ng, the agreement seeks to develop integrated tourism circuits, strengthen destination readiness, and improve air connectivity for all travelers.
Positioning Cebu as the Premier Hub
Aboitiz InfraCapital Cebu Airport Corporation, MCIA's operator, highlighted the importance of public-private partnerships. Through air connections and transfer services like CEB Connects, travelers can seamlessly navigate the region via the Cebu gateway, making multi-island trips highly convenient.
VITA brings together participating local chambers to collaborate on tourism promotion. Atty. Jobert Peñaflorida of the Philippine Chamber of Commerce and Industry emphasized that this collaboration allows each unique destination to be promoted as part of a connected, highly accessible Visayas.
Christopher Camba, Head of Corporate Affairs at Aboitiz InfraCapital, stressed that strengthening tourism requires more than just airport improvements. Bringing local chambers together ensures that the distinct needs of every destination are addressed while supporting local enterprises and communities.
Multi-Island Itineraries and Digital Tools
To make travel planning practical, the initiative features the Discover the Visayas website. It provides destination information and an interactive itinerary builder that allows travelers to customize multi-island journeys based on their available trip duration and personal preferences.
The digital platform also grants users access to booking options for flights, accommodations, and experiences. This is made possible through integrated travel partners such as Trip.com and Klook, streamlining the entire travel process for domestic and international tourists alike.
The website is designed to connect destination promotion with practical travel planning. By simplifying the logistics of hopping between islands, the digital tool encourages visitors to extend their stays and explore more of the archipelago's rich cultural and natural offerings.
Strengthening Local Economies
By promoting multi-island travel and integrated tourism circuits, the campaign directly supports local enterprises and communities. Strengthening destination readiness ensures that businesses across the Visayas can actively participate in and benefit from tourism growth and increased visitor spending.
The partnership was initially outlined during the 52nd Philippine Business Conference and Expo. It reflects a broader call for sustainable and inclusive growth, raising the bar for Philippine enterprises amid global economic uncertainties and shifting market dynamics.
This initiative underscores the vital role of cross-sector collaboration in building a more robust tourism economy. As the region develops its offerings, the alliance aims to create lasting opportunities for businesses while making travel more accessible.
