Cebu's tourism sector gets lifeline from balikbayans

Cebu's tourism sector is getting a timely lift from an expected strong turnout of “balikbayan” visitors returning for Sinulog Festival 2026, helping offset a broader slowdown triggered by recent natural disasters, according to Balik Cebu chairperson Tetta Ba-ad.

- - Ehda M Dagooc

In an interview with Ba-ad during the formal opening of “Balik Cebu” program yesterday at the Ayala Center Cebu, she said Ba-ad said overseas Filipinos have continued to come home in growing numbers despite negative perceptions caused by flooding, earthquakes and landslides that hurt bookings and dampened short-term tourism demand.

Introduced in 2005, by a group of Cebu tourism stakeholders, the “Balik Cebu” Program is a long-running tourism and homecoming initiative designed to welcome Cebuanos living abroad or outside the province—commonly referred to as “balikbayans”— back to Cebu, especially during major events such as the Sinulog Festival.