CEB boosts Cebu hub with new routes, flights

CEBU, Philippines —  Cebu Pacific, the budget carrier under the Gokongwei group, is betting big on the Philippines’ tourism rebound with 108 additional flights and a new Cebu–El Nido route, defying headwinds in foreign travel demand.

The country’s largest carrier said it remains bullish on long-term demand, banking on the steady rebound of Japanese tourists and improving domestic connectivity through the Mactan Cebu International Airport (MCIA).

“Cebu has always been, and will continue to be, a major hub for Cebu Pacific,” said Xander Lao, CEB president and chief commercial officer in a press briefing.

“The addition of over a hundred flights and the launch of our Cebu–El Nido route reaffirm our strong commitment to the city — not just as a gateway to the Visayas, but also to international markets,” Lao added.

Starting October 26, Cebu Pacific will ramp up flights from Cebu to 16 domestic destinations and operate new daily direct flights to El Nido, Palawan.

The airline currently operates 32 domestic and international routes from Cebu, with 37 domestic and 26 international destinations overall, spanning Asia, Australia, and the UAE.

Chief Marketing and Customer Officer Candice Iyog said Cebu Pacific is seeing encouraging signs from Japanese travelers, a traditionally strong market for Cebu.

“Japan has always been one of the key sources of inbound tourists for the Philippines, and Cebu remains a favorite destination among Japanese nationals,” Iyog said. “We’re creating more opportunities for them to explore beyond Manila and experience the islands directly.”

Cebu Pacific currently operates flights from the Philippines to Narita, Nagoya, Osaka, Fukuoka, and Chitose (Sapporo), making it the local carrier with the most extensive Japan network.

Executives say inbound bookings from Japan are “doing very well,” boosted by improved air connectivity and Japan’s growing interest in leisure travel across Asia.

The airline’s optimism is underpinned by what executives call the “Philippine growth story” — a combination of steady economic expansion, a young population, and rising middle-class spending. “There’s so much more potential for air travel in the Philippines,” Lao said.

“With archipelagic geography and low per-capita air travel rates compared to regional peers, we see a lot of runway for growth.”

Cebu Pacific’s ongoing fleet expansion, including a recent order of 152 new aircraft, aims to support both domestic and regional capacity. The airline said infrastructure improvements, such as upgraded runways and expanded terminals, have strengthened its confidence in long-term growth despite near-term headwinds.

As the carrier marks its 30th anniversary next year, Cebu Pacific says it will continue to focus on “connecting the dots” across the Philippines, making island destinations like El Nido, Bohol, and Boracay more accessible not only to foreign tourists but also to local travelers.

“We’ve always believed in the Philippines’ potential — not just as a tourism destination but as a market ready for sustainable air travel growth,” Iyog said.

“Our investments in Cebu are proof that we’re here for the long haul,” Iyog added.