City backs Cebu-wide tourism branding drive

CEBU, Philippines — Cebu City Mayor Nestor Archival has expressed support for the Cebu Chamber of Commerce and Industry’s (CCCI) proposed island-wide tourism campaign, saying the initiative could strengthen Cebu’s tourism brand and create more opportunities for local businesses.

CCCI officials presented “Project Mango Shake: Cebu Endless Surprises” during a meeting at the Mayor’s Conference Room earlier this week, a destination branding initiative that seeks to unite local governments, businesses, and tourism stakeholders in promoting Cebu as a single tourism and investment destination.

Archival welcomed the proposal and said a coordinated approach to tourism promotion would help showcase the province’s diverse attractions to both visitors and investors.

“We appreciate the Cebu Chamber of Commerce and Industry for this initiative and look forward to working together to promote Cebu as one destination, create more opportunities for local businesses, and help our communities benefit from tourism,” he said.

The campaign carries the tagline “Endless Surprises” and aims to highlight Cebu’s beaches, natural attractions, cultural heritage, history, food, urban experiences, and investment potential.

According to CCCI, the project is designed to complement existing tourism programs of cities and municipalities while allowing each locality to maintain its unique identity under a broader Cebu brand.

Archival also stressed the importance of aligning tourism promotion efforts between Cebu City and the Cebu Provincial Government to present a more cohesive image of Cebu to prospective tourists and investors.

“Importante nga makita sa atong mga bisita nga daghan pa silang madiskobrehan sa Cebu, beyond our beautiful beaches,” Archival added.

Project Mango Shake was launched during the MICE Tourism Summit of Cebu Business Month 2026 and is being developed through consultations with government agencies, tourism organizations, business groups, and private sector stakeholders.

CCCI President Regan Rex King earlier said the initiative seeks to unify the many stories and experiences that define Cebu into a single destination brand.

“The challenge is not that we lack a story. The challenge is that we have many great stories, and we need to bring them together,” King said during a Project Mango Shake workshop a few months back.

CCCI officials who joined the presentation to the city government included Nelson Cinco Bascones, Jovito Bacalso Bocano, Maribel Yrezabal Melgar, Thyeo Bumacod Plantillo Jr., Christine Cabalon Villanueva, Bryan Cosmey Yap, Lilu Itaas Aliño, Shannen Lumakang Tan, and Bernard Vonn Sia.

The business group is seeking the support of Cebu City as it expands consultations and partnerships for the proposed tourism branding campaign across the island province. — /BRP (FREEMAN)