Cebu’s thriving tourism fuels food sector growth

CEBU, Philippines — Cebu-based hospitality supplier Global Pacific reported a sharp rise in demand from the foodservice sector, driven by surging tourism and rising consumer purchasing power in one of the Philippines’ fastest-growing regional economies.

The company attracted strong interest at the World Food Expo (WOFEX Cebu 2025), held April 24–26, where restaurateurs, café operators, and hoteliers explored its wide portfolio of international brands, including Arla, BRAVO, Prochiz, Conaprole, and Sunny Farms.

“With Cebu recording over three million tourist arrivals last year and expanding its IT-BPM sector, the dining economy is booming,” said Louren Chua-Sy, Brand Manager for Global Pacific’s flagship brands, adding that entrepreneurs are aggressively scaling operations, “opening new restaurant concepts and expanding into multiple locations.”

Global Pacific, known for supplying high-performance ingredients and premium dairy and frozen goods, is positioning itself as a growth partner for the region’s food entrepreneurs.

In addition to distributing international brands, it highlighted its proprietary Bravo dairy line for cafés and bakeries, and Sunny Farms’ canned and frozen food offerings for the hospitality sector.

The surge in interest comes amid broader macroeconomic tailwinds: urbanization, higher disposable incomes, and shifting consumer expectations are reshaping Cebu’s culinary and retail landscape.

Specialty coffee shops and experiential dining venues are proliferating, reflecting the evolving preferences of a younger, more affluent demographic.

“Beyond being a supplier, we see ourselves as collaborators in business growth,” said Charo del Mar, National Trade Marketing Manager.

“The entrepreneurial energy in Cebu today is unmistakable—and Global Pacific intends to be at the center of it,” Del Mar added.

Cebu’s foodservice market is expected to remain a key driver of regional economic activity as both international and domestic tourism continue to accelerate. — (FREEMAN)