Suroy-Suroy goes private

CEBU, Philippines — Once a flagship tourism initiative of the Cebu provincial government, under former governor Gwendolyn Garcia, the current administration of Governor Pamela Baricuatro has turned over the Suroy-Suroy Sugbo program to the private sector.

Baricuatro disclosed the move during the opening of the International Travel Festival 2026 on Friday (March 13) at the Waterfront Cebu City Hotel and Casino, where tourism stakeholders gathered for the annual travel event.

The governor said the provincial government, through the Cebu Tourism Council (CTC), has formally transferred the implementation of Suroy-Suroy Sugbo to tourism industry players who will take the lead in organizing and managing future tour packages.

“I am pleased to announce that the Cebu Provincial Government, through the Cebu Tourism Council (CTC), will today formally hand over the reins of the Suroy-Suroy Sugbo program – now evolved into thematic tours as assessed by the CTC – to the private sector,” Baricuatro said.

The decision marks a shift in the Capitol’s tourism approach, emphasizing stronger collaboration with private tourism operators who are expected to take a bigger role in developing and promoting travel experiences across the province.

Alongside the transition, Baricuatro also presented the initial batch of themed travel routes that will form part of the revamped program.

Four of the seven tourism circuits were introduced during the event, namely the Coastal Journey in the South (Adventure Tour), Highland, Island and River Journeys, Southern Pilgrimage, and South Countryside Tour.

“These will be entrusted to legitimate tour operators, confident they are in the very able hands of very capable people,” the governor said. Under the arrangement, accredited tour operators will organize the trips, allowing industry professionals to handle itinerary planning, logistics, and tourism promotion.

The Suroy-Suroy Sugbo program was launched in 2004 as a tourism caravan designed to introduce visitors to different towns across Cebu through organized travel packages. The initiative later became one of the flagship tourism programs under Garcia and was eventually institutionalized through a provincial ordinance in 2012.

Prior to leaving office, Garcia also issued Memorandum 36-2025 directing Provincial Treasurer Roy Salubre to establish trust funds intended to support several long-running provincial programs, including Suroy-Suroy Sugbo.

Earlier, Baricuatro had announced that the Capitol would discontinue two of the previous administration’s tourism initiatives — Suroy-Suroy Sugbo and Pasigarbo sa Sugbo — as part of a broader review of provincial programs.

The announcement was made before tourism officials, Cebu mayors, business leaders, travel agencies, and more than a hundred exhibitors who joined the travel expo.

The event served as a platform connecting local tourism stakeholders with international travel partners while promoting Cebu as a major gateway for both domestic and foreign visitors.

RECOVERING CEBU'S TOURISM

Baricuatro said Cebu’s tourism industry is still working toward a full recovery after the disruptions caused by the COVID-19 pandemic and recent natural calamities.

“My friends, there is a lot of work to be done to recapture the glory days of Cebu's tourism after the pandemic and recent natural calamities pushed it to its knees,” the governor said.

“But I am supremely confident that with everyone onboard and doing their share, like the holding of the International Travel Festival here in Cebu, tourism in our province and the rest of the Philippines will rebound and soar to greater heights,” she added.

During her speech, the governor also outlined several priorities that the Capitol intends to pursue to strengthen Cebu’s tourism industry in the coming year.

Among these are the expansion of tourism-related training programs and the development of community-based tourism initiatives across the province.

The Capitol also plans to push for the digitalization of tourism data, marketing, and promotional efforts to improve the way destinations are showcased to potential visitors.

Another focus is strengthening Cebu’s presence in the international tourism market through partnerships and trade missions, including planned tourism-related engagements in Australia and Japan.

As part of the province’s digital tourism initiative, the Provincial Tourism Office (PTO) has begun creating virtual maps of various destinations in Cebu.

These digital platforms provide an immersive 360-degree viewing experience, allowing prospective travelers to explore tourist sites online before deciding to visit.

The Capitol’s booth during the travel festival already featured virtual maps of the municipalities of Samboan, Ginatilan, Alegria, Tuburan, and Aloguinsan.

Baricuatro said Samboan, in particular, offers several natural attractions including Aguinid Falls, Dao Falls, and Binalayan Hidden Falls.

She added that the provincial government plans to roll out similar virtual tourism maps covering at least 25 more cities and municipalities in the coming months.

“Through this interactive experience, visitors can explore these natural attractions from the comfort of their homes, making it easier to discover, plan, and get inspired for their next adventure,” the governor said. (CEBU NEWS