STRATEGIZING FOR BOHOLANO TOURISM. Speaking at the Bohol Tourism Marketing Workshop in Tagbilaran City last October 7, 2026, Aboitiz InfraCapital Airports Head of Tourism Development and Destination Marketing Blessie Cruz (standing) underscores how Bohol-Panglao International Airport, operated by Aboitiz InfraCapital Bohol Corporation, can play a significant role in supporting Bohol’s tourism growth. (Source: Official Facebook Page of Governor Erico Aristotle C. Aumentado)
TAGBILARAN CITY, BOHOL — The country’s best island destination is sharpening its tourism strategy as the Bohol Provincial Government recently brought together the public and private sector–including Bohol-Panglao International Airport (BPIA) operator Aboitiz InfraCapital Bohol Airport Corporation (ABAC)—to chart the province’s next phase of tourism growth.
Key government and private sector stakeholders gathered last October 7, 2026 for the Bohol Tourism Marketing Workshop, a one-day strategic session that aligned on a market-informed tourism plan anchored on the province’s Visit Bohol 2027 campaign, including campaign direction, priority markets, and a working market calendar.
“Bohol’s tourism growth is not the responsibility of the government alone. It requires the entire tourism ecosystem—from government and tourism establishments to the airport, airlines, transport operators and the private sector—to work toward a common direction,” Bohol Governor Erico Aristotle “Aris” C. Aumentado said.
The workshop brought together representatives from the Bohol Provincial Government, Department of Tourism (DOT) Region VII, Bohol Association of Hotels, Resorts and Restaurants (BAHRR), Bohol Association of Tour Operators (BATTO), tourism offices, transportation groups, ABAC, and airlines, reflecting the need for a more integrated approach to growing Bohol’s tourism economy, given Bohol’s status as the Philippines’ first and only UNESCO Global Geopark.
The workshop also established immediate implementation priorities for October and November, including confirmation of the campaign direction and funding route, development of market-ready tourism offers, partner, and influencer activities, and preparation of the 2027 market calendar.
ABAC presented a key Bohol market study, while DOT shared data on Bohol visitor arrivals trends, informing the Visit Bohol 2027 campaign on campaign messaging and priority markets. The Bohol Provincial Government has generously pledged funding support for the marketing campaign and for possible charter incentives (currently up for approval).
During the workshop, participants engaged dynamically on three interconnected priorities: Product, Promotions, and Public Perception, Reputation and PR (Public Relations).
Under Product, stakeholders examined opportunities to strengthen the overall visitor experience, develop more compelling and market-ready tourism offerings, and address issues that may affect Bohol’s value proposition and competitiveness. The immediate action plan calls for tourism establishments and operators to submit market-ready rates, offers, inventory, hosts, and trade participants.
The Promotions agenda identified priority domestic and international markets, potential airline and travel trade partnerships, tactical promotions, and other opportunities. The workshop’s priority market portfolio identified Korea and China as core markets; Japan and Taiwan as growth markets; Europe as a long-stay market; Australia and New Zealand as emerging markets; and North America as a key market for balikbayan travel.
Meanwhile, Public Perception, Reputation, and PR focused on strengthening Bohol’s destination story, addressing prevailing traveler perceptions, and ensuring that communications consistently highlight the quality, authenticity, diversity and value of the Bohol experience. With this, the workshop adopted Visit Bohol 2027 as the “mother” campaign, with a secondary Step Into Wonder campaign that can be adapted for different markets.
Bohol is continuing to strengthen its position as a major tourism and economic hub in the Philippines, with BPIA driving key support for this growth.
BPIA, in partnership with online travel agency Trip.com, is offering ₱500 off vouchers for domestic flights to and from BPIA and ₱1,000 off vouchers for international flights to and from BPIA, available starting October 1, 2026. The existing BPIA-Trip.com partnership also provides an immediate promotional platform aligned with the workshop’s direction to generate demand and encourage travel to Bohol.
The partnership aims to capture travelers looking to make the most of the November 16–18, 2026 special non-working days in Metro Manila for the 49th ASEAN Summit and Related Summits—giving them the perfect opportunity to turn the long weekend into a longer getaway.
All in all, beyond attracting visitors to Bohol, a competitive tourism sector supports businesses across hospitality, food and beverage, transportation, retail, attractions and other services, while creating opportunities for local enterprises and communities.