Home » Philippines Travel News » Cebu Ready for Historic Tourism Growth This January as Sinulog Festival, ASEAN Tourism Forum and International Events Combine to Bring Over Three lakh Visitors Published on
January 11, 2026Cebu is set to experience a tourism renaissance this January, as Sinulog Festival celebrations and Fiesta Señor novena masses attract a massive influx of visitors. With over 300,000 tourists expected, the island’s hotel occupancy rates are predicted to hit 80-100%, marking an all-time high for the province. According to the Department of Tourism (DOT) in Central Visayas, this surge in visitors is not only due to the iconic Sinulog Festival but also the extended stays of balikbayans (overseas Filipinos) and international tourists, who have chosen to remain on the island after the Christmas season.Sinulog Festival Takes the Spotlight: A Catalyst for Record-Breaking Hotel OccupancyEach year, Sinulog Festival draws crowds from across the Philippines and beyond, but 2026 is expected to be a milestone year for Cebu’s tourism. As Sinulog takes center stage, Cebu City, Mandaue, and Lapu-Lapu City are bracing for an unprecedented demand for hotel accommodations. The grand parade, set for January 18, will bring millions of attendees, putting significant pressure on hotel availability in the region.Alongside Sinulog, the influx of balikbayans and international tourists, many of whom extended their stay after Christmas, has played a key role in driving demand. Hotel bookings are already at near full capacity, with both luxury resorts and budget accommodations filling up quickly. The festival’s combined appeal, along with extended holiday travel, is creating a surge that’s expected to push Cebu’s tourism industry to new heights.Tourism Recovery: From Setbacks to a Resounding ComebackCebu’s tourism sector is bouncing back in style after facing significant challenges in 2025. The island had experienced a dip in bookings due to earthquakes and extreme weather events, but the final quarter of the year showed strong signs of recovery. Now, as the Sinulog Festival nears, the tourism outlook is more positive than ever, with foreign arrivals ramping up and airline seat capacity seeing an uptick.AdvertisementThe recovery is especially notable as the ASEAN Tourism Forum is scheduled to take place from January 28-30, which is set to bring even more international visitors to Cebu. The Department of Tourism has partnered with local government units (LGUs) to offer pre– and post-event tours for delegates, further cementing Cebu’s status as a vital tourism hub in Southeast Asia.International Events Add Extra Spark: ‘Cebu Pit Fighters’ Draws Global AttentionIn addition to Sinulog, Cebu is hosting the “Cebu Pit Fighters” international cockfighting tournament at the Nustar Grand Convention Center. The event is set to attract participants and visitors from countries like Mexico, Indonesia, Malaysia, and Hawaii, adding another layer of excitement to the island’s alr …
