Hilton returns to Cebu with township project

CEBU, Philippines — Hilton International is making its return to Cebu, partnering with Manila-based Primeworld Land Holdings Inc. to anchor a new township project in Mactan with a branded hotel.

Primeworld Chief Executive Officer Sherwin Uy announced in an interview that the company has signed an agreement with Hilton to develop a 151-room Hilton Garden Inn within its 4.5-hectare Primeworld District in Barangay Agus, Mactan Island, Cebu.

The midscale hotel, slated for completion in 2028, marks Primeworld’s first venture into the hospitality sector.

“This partnership with Hilton adds strategic value to the residential-led development we’re building,” Uy said. “While we don’t have direct beachfront access, we’ve curated a resort-living experience that blends hospitality and residential elements—beneficial for both homeowners and investors.”

The Hilton Garden Inn will rise alongside a growing cluster of mid-rise condominium towers in the township.

Primeworld has already completed and turned over two 10-storey residential buildings and recently launched a third tower, adding 328 more units to the development. The full masterplan includes eight residential towers, positioning the area as a high-density community in one of Mactan’s fastest-growing corridors.

Hilton’s re-entry into Cebu’s hospitality market comes more than a decade after it exited the province. The move aligns with renewed investor interest in the Visayas, driven by Mactan-Cebu International Airport’s increasing passenger volumes and Cebu’s sustained appeal as both a leisure and residential destination.

“Cebu has the best airport in the country and remains a strong market for mixed-use development,” Uy added.

Beyond Mactan, Primeworld is accelerating its residential pipeline across Cebu. In August, the company is set to begin the turnover of Primeworld Point, a 22-storey condominium in Lahug with 386 units. A 30-storey high-rise called Primeworld Pinnacle is also in the pipeline, scheduled for launch later this year in Barangay Guadalupe, offering approximately 500 units.

Looking ahead to 2025, Primeworld plans to roll out four additional projects across key growth areas in Cebu, while continuing its horizontal housing developments in Bulacan and Tarlac.

Uy said the company’s partnership with Hilton reflects a broader trend among Philippine developers integrating global hospitality brands into township and mixed-use projects to elevate asset values and tap into the growing domestic tourism and property investment markets.(CEBU NEWS)