‘Love Bus’ returns to boost Cebu tourism; free rides offered

MANILA, Philippines — The iconic Love Bus, a form of public transportation from the 1970s, is hitting the road once again, this time showcasing Philippine destinations under the Department of Tourism’s (DOT) “Love the Philippines” campaign.

Tourism Secretary Christina Frasco announced the initiative on Friday, August 22, as she joined Transport Secretary Vince Dizon and Budget Secretary Amenah Pangandaman for the launch of a new route of the Love Bus Libreng Sakay program in Cebu.

The officials unveiled the revived version of the blue Love buses, decorated with large red hearts.

President Ferdinand Marcos Jr. promised the comeback of these buses during his fourth State of the Nation Address last month.

Frasco said the service will prioritize local commuters but will also be open to tourists, offering free rides from 6 to 9 a.m. and 5 to 8 p.m. on weekdays.

The DOT chief also sees the Love Bus service to boost Cebu’s tourism as it provides locals and tourists with free transportation to various destinations.

“We extend our gratitude to the DOTr Secretary Vince, Secretary Mina, and especially our President for fulfilling his SONA promise to revive the LOVE BUS project. It’s here now without delay, and we’re very thankful," Frasco said.

“This enhanced mobility significantly improves land transportation, making travel more convenient and accessible for both international and domestic tourists.” she added.

The buses likewise double as rolling billboards for Cebu’s heritage and attractions as it feature images of the Shrine of Lapu-Lapu, Magellan’s Cross and others. Frasco said it is “also a really great way to promote our destinations”.

“The LOVE BUS offers a convenient and comfortable ride, and the best part is, it’s free. It’s an excellent way to showcase our destinations wherever the bus travels. Here in Cebu, we're highlighting our stunning beaches, dive sites, and festivals. In other cities, we’ll tailor our promotions to feature local attractions, ensuring inclusivity for everyone, including PWDs, seniors, women, and children. This initiative is incredibly beneficial for our community and tourists alike,” she added.

Dizon, on the other hand, said the new Love Bus line will run along Cebu’s main routes, from Anjo World in Minglanilla to SM Seaside and back. This is the second Cebu route after the Urgello–Parkmall line launched in July.

Cebu is one of the most visited destinations in the country. In 2024, it welcomed around 5.1 million tourists according to DOT.