The Provincial Government of Palawan and the Palawan Tourism Council conducted the World’s Best Island Travel and Trade Expo 2026 at Ayala Center Cebu in Cebu City from October 23 to 25, targeting 8,000 visitors and ₱25 million in direct tourism bookings. This marked the first time in 11 years that Palawan’s premier tourism event was held outside Metro Manila.
Palawan Visitor Statistics and Market Composition
Palawan recorded 2.13 million visitor arrivals in 2025, generating ₱65.51 billion in tourism receipts. Approximately half of these arrivals were domestic tourists, underscoring the significant contribution of the local market to Palawan’s tourism sector.
Direct Flight Connections Facilitate Visayas Market Access
Travelers from the Visayas region benefit
from direct flights operated by Cebu Pacific between Mactan-Cebu International Airport and Palawan’s key gateways: Puerto Princesa with nine weekly flights, El Nido with two daily flights, and Coron/Busuanga with two daily flights. These routes improve accessibility and support the expo’s objective to capture the domestic travel demand from Visayas.
Government Strategy and Official Statements
Palawan Governor Amy Roa Alvarez emphasized the necessity of expanding market reach by stating the province needs to bring its tourism offerings closer to its target markets. The decision to move the expo to Cebu City aligns with this goal, focusing on strengthening economic activity in tourism and agriculture sectors
through enhanced regional connectivity.
Traveler Advantages and Booking Opportunities
The Cebu-based expo provides visitors the opportunity to book discounted Palawan travel packages directly, allowing them to bypass Manila layovers. This convenience enables travelers to plan customized itineraries anchored on popular attractions such as the Underground River, Coron shipwreck diving sites, and the beaches of San Vicente.
Infrastructure Upgrades and Environmental Protection Measures
The Civil Aviation Authority of the Philippines is prioritizing the Puerto Princesa International Airport public-private partnership project to increase passenger capacity and manage growing visitor numbers. Environmental safeguards remain in place for critical natural heritage sites, including the UNESCO World Heritage-listed Tubbataha Reefs Natural Park, supporting Palawan’s sustainable tourism
development.
