New flights, domestic demand drive Cebu tourism recovery

Cebu's tourism industry is showing signs of recovery in 2025, supported by a rebound in air connectivity and resilient domestic demand, even as structural bottlenecks and natural disasters continue to weigh on growth.

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According to Mia Singson-Leon, president of the Hotel, Resort and Restaurant Association of Cebu (HRRAC), visitor numbers improved as the year progressed after a weak start marked by a drop in Korean arrivals—historically Cebu’s largest and most stable foreign market.

Flight frequencies from South Korea have since increased, helping stabilize international traffic at Mactan-Cebu International Airport.

“We're seeing improvements in arrivals and more Korean flights returning, which is critical for Cebu,” she said.

Domestic tourism, which dipped sharply following earthquakes and flooding towards the end of the year, emerged as a bright spot, with local travelers filling hotel rooms and cushioning the impact of softer foreign demand.