HRRAC foresees robust Sinulog

CEBU, Philippines — The Hotel, Resort and Restaurant Association of Cebu (HRRAC) is forecasting a robust Sinulog Festival in January 2025 with the return of the grand parade to its traditional route.

HRRAC President Alfred Reyes expressed confidence in the festival’s positive impact on the accommodation and restaurant sectors, highlighting early signs of recovery in the hospitality industry.

“It will be a happy Sinulog, not just for the accommodation sector but also for the restaurant sector,” said Reyes, who also serves as the general manager of Bai Hotel.

The parade’s return to its old route on Imus Avenue, Gen. Maxilom Avenue, and Osmeña Boulevard and culminating at the Cebu City Sports Center (CCSC) has garnered widespread support from the hospitality sector.

Hotel bookings surge as optimism grows

The announcement of the Sinulog return to its traditional route has already led to a surge in hotel bookings, according to Reyes.

“As early as the first week of December, some hotels have reported 70 percent occupancy, a stark contrast to previous years when December bookings were notably slow,” he noted.

Despite the high demand, Reyes emphasized the association’s efforts to maintain reasonable rates.

“We urge hotels not to spike room rates during the Sinulog season, but ultimately, pricing decisions rest with individual properties,” he explained.

Reyes acknowledged the challenges faced by internationally managed hotels, where corporate policies often dictate pricing strategies.

“These hotels are mandated to maximize revenue and profitability, and with inflation and rising manpower costs, price adjustments may be inevitable,” he added.

Earlier, Cebu City Mayor Raymond Alvin Garcia has appealed to hotel operators to keep rates reasonable, a call that HRRAC has relayed to its members.

“We respect the mayor’s request, but pricing decisions are beyond the association’s control,” said Reyes.

Economic boost anticipated

The return to the traditional route is expected to attract an estimated three million visitors, revitalizing Cebu’s hospitality and restaurant sectors after subdued activity during the pandemic.

According to Reyes, HRRAC remains committed to ensuring a smooth and peaceful celebration by urging its members to comply with city ordinances.

“We always remind our members to follow city rules to ensure a peaceful Sinulog,” Reyes emphasized.

Sinulog, celebrated annually on the third Sunday of January, honors the Santo Niño (Holy Child) with vibrant street dances, grand parades, and religious ceremonies.

The festival showcases Cebu’s cultural heritage and draws tourists from around the world, generating significant economic benefits for the region.

With hotels nearing full capacity and restaurants gearing up for increased patronage, the hospitality sector is poised to thrive during Sinulog 2025.

“Sinulog has always been a vital driver of the hospitality industry, and we hope for a peaceful and well-organized celebration. The return to the old city route will help sustain high bookings, benefiting the entire sector,” Reyes concluded. — (FREEMAN)