Cebu province in the Philippines recorded 1,080,809 tourist arrivals from January through August 2026, a 12.8 percent increase compared to the same period in 2025, according to official figures released by the Cebu Provincial Tourism Office on October 5, 2026. The number of arrivals grew by 122,492 from 958,317 recorded in the first eight months of last year.
Domestic and Foreign Visitor Numbers
Domestic travelers accounted for the majority of visitors, totaling 838,575 arrivals, which was a 9.2 percent increase year-on-year. Foreign tourists reached 242,108 arrivals during the period, marking a 27.3 percent rise compared to 2025.
Key Foreign Source Markets and Growth
South Korea remained the largest foreign source market
for Cebu, contributing 60,518 arrivals and exhibiting the largest absolute growth with 13,630 additional visitors compared to the previous year. The United States ranked second with 22,866 foreign arrivals, followed closely by Japan with 22,223 arrivals. Other notable growth came from China and the United Kingdom, which were among 53 foreign markets showing increases in visitor numbers.
Government Initiatives and Aviation Route Expansion
Cebu Governor Pamela Baricuatro reported intensifying promotional campaigns targeting both domestic and international travelers. Her administration also lobbied airlines to expand direct flights into Mactan-Cebu International Airport to support increased visitor access. These efforts coincided with the 19th East Asia Inter-Regional Tourism Federation
General Assembly held in Cebu in September 2026, which focused on expanding international air routes.
Governor Baricuatro emphasized that “improved connectivity could create greater opportunities not only for tourism but also for business, investment, and people-to-people exchanges,” underscoring the strategic goal of boosting Cebu’s accessibility and international linkages.
