Cebu positions as ESL hub as Arab student market rises

CEBU, Philippines — Central Visayas is attracting a growing number of students from the Arab region for English-as-a-Second-Language (ESL) programs, expanding the Philippines’ education tourism market beyond its traditional Asian base as Cebu positions itself as a regional language-learning hub.

Three study-abroad consultants from Saudi Arabia joined more than 100 international education agents during the CALA Grand FamTour 2026 organized by the Cebu Association of Language Academy in April this year, with support from the Department of Tourism Central Visayas Office and agency’s office of product development.

The familiarization tour concluded with a gala event attended by Cebu Governor Pamela Baricuatro, who said Cebu’s appeal extends beyond language instruction to include its culture, hospitality and tourism assets.

DOT Central Visayas Officer-in-Charge Regional Director Gelena Asis-Dimpas said Arab countries spanning the Middle East and North Africa are emerging as a new source market for Cebu’s ESL sector alongside established markets such as Japan, Taiwan, South Korea, China, Vietnam, Thailand and Mongolia.

Japan remained the largest source of ESL students enrolled in CALA member-schools between February 2025 and January 2026, accounting for 7,106 students. Taiwan contributed nearly 5,000 students, followed by South Korea with 2,761 and China with almost 2,000. CALA schools collectively enrolled close to 19,000 foreign students during the period.

Dimpas said sustaining growth in Cebu’s education tourism industry would require closer coordination among government agencies, including the Bureau of Immigration, the Technical Education and Skills Development Authority, the Mactan-Cebu International Airport Authority, provincial officials and local government units.

Saudi Arabia-based education consultant Abdulkader Ahmed Fadak said Cebu offers strong value for ESL students due to Filipino hospitality and the country’s high English proficiency, which he said helps students adapt more quickly.

Fadak added that one-on-one learning programs offered by Cebu-based academies give the province a competitive advantage by allowing students to complete courses faster.

Tourism officials said the region’s ESL industry continues to benefit from high instructional standards, internationally competitive accommodations and the complementary tourism appeal of Cebu and Bohol.

Cebu attracts students seeking an urban lifestyle, diverse food scene and cultural attractions, while Bohol UNESCO Global Geopark draws learners interested in eco-cultural and community-based tourism experiences.