HRRAC diversifies efforts amid Korean visitor slump

CEBU, Philippines — The Hotel, Resort and Restaurant Association of Cebu (HRRAC) is stepping up recovery efforts as Cebu’s tourism sector faces headwinds from a sharp decline in Korean visitor arrivals, historically the island’s largest and most consistent source of international tourists.

“It’s true, and the entire ecosystem is feeling the crunch,” said HRRAC President Mia Singson, noting that average occupancy rates across Cebu’s hotels and resorts have fallen.

The ripple effect is being felt across related industries, including restaurants, tour operators, transportation services, and retail, she said.

The decline comes at a time when Cebu is pushing to surpass its pre-pandemic arrival figures.

In response, HRRAC, along with its industry partners and various government and private stakeholders, has been aggressively pursuing diversification strategies.

“We are focusing on Taiwan, Japan, Singapore, Australia, Europe, the U.S., and recently India,” Singson said, citing the recent move by the Philippine government to grant visa-free entry to Indian nationals as a game-changer. “India is a big opportunity for us.”

Beyond market diversification, HRRAC is also banking on business tourism through its collaboration with the Cebu MICE [Meetings, Incentives, Conferences and Exhibition] Alliance.

With several large-scale venues opening across the island, Cebu is now poised to host major national and international meetings, incentives, conferences, and exhibitions (MICE), she added.

These venues are expected to catalyze a broader recovery for the local hospitality and tourism ecosystem.

Singson emphasized that HRRAC is also focused on enhancing Cebu’s appeal through authentic, sustainable tourism packages.

“We continue to push our Filipino brand of service and promote what makes Cebu special—our food, cultural heritage, modern attractions, and most importantly, the natural beauty and safety of our island,” Singson noted.

As Cebu navigates a shifting global travel landscape, stakeholders remain optimistic that a diversified market strategy, stronger MICE infrastructure, and a renewed emphasis on sustainable, experience-driven tourism will drive long-term recovery and growth. — (FREEMAN)