This is how Cebu Pacific’s showcase on the world’s tallest building expands horizons for Philippine tourism.
An earworm has taken over Downtown Dubai in the vicinity of the Burj Khalifa. It’s a happening Saturday night, and the international crowd is humming: “Fly to Happy-py-py-py.”
At precisely 8 p.m., the world’s most iconic skyscraper projected wonders like the white sands of Boracay, the emerald hills of Bohol, and the perfect cone of Mt. Mayon onto its 2,722-foot screen, set to the tune of Cebu Pacific’s signature jingle. For three minutes, the Philippines became the center of the world, an unprecedented moment for a Filipino brand in one of the most exclusive advertising slots on the planet.
Making it to the Burj Khalifa
The launch is part of Cebu Pacific’s bold expansion, led by president and chief operations officer Xander Lao. Under his leadership, the airline is growing its fleet and network at a time when competitors are grappling with supply chain issues. “We have a unique opportunity to grow when others cannot,” Lao explains. “We’re the only airline in the Philippines able to expand this year, and we’re taking full advantage of it.”
It’s why it’s important for Fly to Happy to be more than just an ad for the carrier. “We wanted to show the world what makes the Philippines so special,” says Cebu Pacific marketing director Michelle Eve de Guzman. “Not just as a destination, but as a homecoming for the soul.”
According to lead generation company Leads Dubai, a three-minute single display between 8 to 10 p.m. on the weekend costs AED 450,000 (over P7 milion), and even then, your video has to be approved by owner Emaar Properties. Aware of the reach of these ads as the world’s most popular monument with over 17 million visits each year — and that’s not including the surrounding establishments that have a clear view of the Burj Khalifa —Cebu Pacific had to meet some guidelines. Islam is the UAE’s official religion, so clips of lechon and bikini-clad and shirtless models on the beach have been omitted. Cebu Pacific has only been preceded by global brands including TikTok, Disney and Huawei.
Filipino excellence
Amajority of our passengers are Filipinos; that’s pretty common in any home-based carrier. But this also allows us to put Cebu Pacific on a global stage as well as the Philippines,” says Lao.
The UAE is home to one of the largest Filipino communities abroad, with over a million migrants — the third largest group in the country after Indians and Pakistanis. Filipinos have played a pivotal role in Dubai’s meteoric rise from a desert landscape to a world-class city.
“The first generation of Filipinos that came to Dubai were architects,” explains Marford Angeles, Philippine consul general in Dubai and the Northern Emirates. One of those trailblazers was Felino “Jun” Palafox, the youngest Filipino architect and urban planner on the team that literally built Dubai, shaping its skyline and future-ready infrastructure from sand and vision. “Nung dumating ang mga Filipino household workers, yung inaalagan nila noong ‘70s ay ngayon na mga leaders na. That’s why they have a soft spot for the Filipinos. Ang galing talaga.”
Today, Filipino excellence continues to make waves in Dubai, exemplified by figures like Nouel Catis, the pastry chef behind the viral Dubai Chocolate, aptly named “Can’t Get Knafeh of It.” This coveted snack combines chocolate stuffed with knafeh — a sweet, aromatic blend of pistachio nuts and nougat — and has quickly become a sensation. Even Lao couldn’t resist, making it to one of two limited daily drops.
“I’m a foodie more than anything,” Lao confesses. Just before arriving at the Burj Khalifa event, he made time to shop for the best dates in the city to bring home to his mom. He shares his love for kebabs and hummus, staples even back in Manila, and on this trip, he discovered a new favorite: muhammara, a traditional Syrian dip made of red bell peppers, olive oil, and pomegranates.
The jet-setting nature of his schedule often leaves little room for leisure, but Lao’s commitment to exploring unique local experiences is a passion he shares with his team. This same curiosity and love for cultural exchange fuel Cebu Pacific’s innovative concepts. They recently offered virtual live tours in another world landmark, Shibuya Crossing, where tour guides in Manila and Cebu were virtually inviting tourists and locals to visit the Philippines from the world’s busiest pedestrian crossing.
A global gateway
Geographically, Dubai is strategically positioned as a bridge between Asia, Europe, and the Middle East. The Dubai Frame visually captures the city’s narrative of tolerance, tradition and innovation. One side showcases the bustling modern skyline, a result of strategic trade and legal reforms, while the other side reflects the roots of old Dubai, steeped in tradition and commerce. The latter is best experienced at the Al Fahidi Historical District, a preservation of the architectural legacy of old Dubai, while contemporary attractions like The View at The Palm celebrate the engineering marvels like the man-made archipelago Palm Jumeirah that have shaped its modern identity. The Museum of the Future epitomizes this progressive vision, adorned with Arabic calligraphy inscribed with Sheikh Mohammed’s poem about innovation that survives generations.
Socially, Dubai is a city of balance. Home to over 200 nationalities, an emphasis on tolerance positions Dubai as one of the region’s most forward-thinking cities. Alcohol restrictions and dress codes are nearly non-existent.
Supermalls like Dubai Mall — the largest in the world, complete with a 10-million-liter aquarium tank — and Mall of the Emirates, famous for its indoor ski slope, epitomize Dubai’s cosmopolitan lifestyle. These destinations seamlessly blend luxury shopping with elevated, one-of-a-kind experiences. Meanwhile, the Dubai Gold Souk and the adjacent Spice Souk offer a unique sensory experience and a glimpse into the city’s cultural heritage. Jewelry fans and investors alike will delight in the unbeatable prices of gold, sold by weight, with its making price up for negotiation and haggling as low as you are able to.
The city’s openness is also celebrated in its thriving dining scene. The Michelin Guide has awarded stars to fine-dining concepts showcasing cuisine from all over the world, but traditional Emirati flavors have been preserved, such as the Michelin-rated seafood barbecue in Al-Fanar along Dubai Creek, along the very ports where trade began with a handful of pearls.
Dubai’s transformation into a global metropolis has not overshadowed its roots. The Red Dunes of Lahbab Desert, a short drive from the city, provide a connection to the Bedouin heritage that once defined the region. Here, visitors can experience traditional desert activities like camel rides and falconry, capped off with sunsets that have captivated nomads and tradesmen traversing the deserts since the beginning of time.
Closer to home
Cebu Pacific is increasing flight frequencies to Dubai from eight to 10 flights per week on their spacious Airbus A330. Their other long-haul flight, Melbourne, will also get more flights, and they are launching Sapporo in March. The Philippines is a gateway to Southeast Asia and Cebu Pacific currently operates in over 60 destinations spanning Asia, Australia, and the Middle East. It’s made possible by their largest aircraft order in Philippine history of 152 planes to be delivered beginning in 2029.
While our domestic tourism market has been noted by the World Travel and Tourism Council as the largest in Southeast Asia, tapping into Dubai’s Filipino diaspora as well as its international reach is poised to boost more international arrivals. Cebu Pacific contributes to this by operating the most extensive network in the Philippines, allowing for the best inter-island connections from hubs in Manila, Cebu, Clark, Iloilo and Davao, and will launch 15 new domestic and international routes stemming from Cebu and Clark as well as their recently established Davao and Iloilo hubs. With their recent acquisition of AirSwift, they have more stops in Palawan, recognized by Condé Nast as one of the best islands in Asia, now including San Vicente.
Lao sums up: “It’s time to show that the Philippines is a happy place to go to.”
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Book the ongoing seat sale now at cebupacificair.com.