Palawan brings tourism, trade expo to Cebu in October

TAGBILARAN CITY, Bohol — Palawan is bringing its flagship tourism and trade expo to Cebu this October, aiming to leverage the province’s large population, strong tourism activity and extensive air connectivity to reach more travelers in the Visayas.

The Palawan World’s Best Island Travel and Trade Expo 2026 will be held from Oct. 23 to 25 at Ayala Center Cebu, marking the first time in 11 years that Palawan will stage the event outside Metro Manila. The event has also been publicly promoted as taking place in Cebu this October.

Cebu was selected as a strategic entry point to the Visayas market, with a population of about 5.1 million, providing Palawan with a sizable pool of potential domestic travelers.

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Beyond its population, Cebu is one of the country’s major tourism and aviation hubs. Mactan-Cebu International Airport handled 11.6 million passengers in 2025, while Central Visayas recorded about 6.9 million tourist arrivals.

The province also has direct air links to Palawan’s major destinations, including Puerto Princesa, El Nido and Busuanga, the gateway to Coron. This makes Palawan accessible to Cebu residents and gives travelers the option of combining the province with other destinations in a multi-island itinerary.

In a statement, Palawan Gov. Amy Roa Alvarez said the province’s strategy is to bring the destination closer to where the market is, rather than wait for travelers to discover it on their own.

“Tourism and agriculture are what keep this province running, so we have to keep bringing Palawan to where the market is,” she said.

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The campaign will use the Cebuano message “Duol ra diay ang Palawan (Palawan is actually closer than you think),” emphasizing that the island province is closer and more accessible to Cebuano travelers than they may think.

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Palawan recorded 2.13 million visitor arrivals in 2025, generating P65.51 billion in tourism receipts and visitor spending. Foreign tourists accounted for 48 percent of arrivals, while domestic tourism has become an increasingly important component of the province’s market.

Palawan Tourism Council President Rey Felix Rafols said the province also wants to promote its people, history and culture alongside its beaches and natural attractions.

The three-day expo will feature consumer sales, business-to-business meetings and a tourism investment forum, bringing together Palawan hotels, resorts, tour operators and transport providers with travel agencies, MICE buyers and corporate clients.

Organizers are targeting 8,000 visitors, 60 buyer companies, 250 business appointments and P25 million in bookings during the expo and within 30 days after the event.

For Palawan, Cebu offers more than a large population. Its position as a major gateway to the Visayas, high passenger traffic and direct connections to Palawan make it a natural launchpad for the province’s effort to grow its domestic market.

The move also comes as Palawan prepares to expand its tourism infrastructure, particularly its airports, to accommodate more flights and make travel to the province more convenient.

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The message is straightforward: Palawan is not only a destination for international tourists but is also positioning itself as a readily accessible getaway for the millions of travelers across the Visayas. /das