Palawan eyes more Cebuano tourists with October travel expo

The travel expo aims to encourage more Cebuano travelers and corporate buyers to visit the island province.

Palawan is setting its sights on Cebu as a major source of new visitors, bringing the World’s Best Island Travel and Trade Expo to Ayala Center Cebu from October 23 to 25.

Under the theme “Beyond Paradise: Connecting Islands, Creating Opportunities,” the expo will gather Palawan hotels, resorts, tour operators and transport providers to meet Cebuano travelers, travel agencies, corporate buyers and MICE planners.

Organizers are targeting 8,000 visitors daily, 60 buyer companies, 250 business meetings and ₱25 million in bookings during the event and within 30 days after.

The pitch is simple: “Duol ra diay ang Palawan.”

Cebu is a strategic market because of its huge travel base and direct connections to Palawan gateways including Puerto Princesa, El Nido and Busuanga. Mactan-Cebu International Airport handled 11.6 million passengers in 2025, while Central Visayas recorded around 6.9 million tourist arrivals.

Palawan itself welcomed 2.13 million visitors in 2025, generating ₱65.51 billion in tourism receipts and visitor spending.

But airfare and flight capacity remain challenges. Governor Amy Roa Alvarez said daily flights serving Palawan can drop from more than 20 during stronger periods to around seven in the low season, limiting seats and potentially increasing fares.

Palawan Tourism Council president Rey Felix “Rix” Rafols said the province already has strong global recognition. The challenge is turning that appeal into actual trips.

By bringing Palawan directly to Cebu, tourism stakeholders hope to convince more travelers of one thing: one of the world’s most famous island destinations is closer than they think.

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