VISAYAS ISLAND CHAMBERS UNITED FOR TOURISM. (From left) Philippine Chamber of Commerce & Industry (PCCI) Boracay President Djila Winebrenner, PCCI Area Vice President for Visayas Atty. Jobert A. Peñaflorida, Visayas Island-Chambers Tourism Alliance (VITA) Chairman and PCCI Lapu-Lapu President Anthony Noel, Aboitiz InfraCapital (AIC) First Vice President and Head of Corporate Affairs Christopher M. Camba, AIC Airports Head of Tourism and Destination Marketing Blessie Cruz, and AIC Corporate Communications & Branding Manager Franz de la Fuente.
Island business chambers in the Visayas are being urged to take the lead in promoting their own destinations as the Visayas Island-Chambers Tourism Alliance (VITA) and tourism partners recently discussed and presented an action plan to package local tourism products, promote island destinations, and connect travelers through Cebu.
The plan was presented at the 52nd Philippine Business Conference and Exposition (PBC&E) at The Manila Hotel last October 14, 2026, specifically at a breakout session entitled “Connecting Destinations, Creating Opportunities: A Collaborative Discussion on Tourism Growth Through Regional Connectivity.”
“VITA gives value on two levels. Level one is for your members: more visitors, a spot in packaged circuits, more footfall. Level two is for your chamber itself: stronger member retention, real data to talk to your LGUs, and training and toolkits for your team. Both matter,” said VITA Chairman and PCCI Lapu-Lapu President Anthony Noel.
The four-step plan
According to Noel, chamber leaders can consider four key steps to strengthen regional tourism and economic collaboration. First, they can audit and package signature local offerings into Cebu-linked tourism circuits in partnership with VITA. Second, they can mobilize members through chamber orientations that encourage hotels, dining establishments, craft businesses, and transport providers to participate.
Third, they can advocate locally by using MCIA route data to engage municipal and provincial governments in aligning festivals, infrastructure, and policies with VITA routes. Finally, they can expand collaboration beyond tourism by leveraging connections among chambers in Cebu, Bohol, Leyte, Samar, Negros, and Panay to facilitate trade missions, business-to-business exchanges, and investment pitches.
“More routes mean more arrivals. More arrivals only help if visitors stay longer and spend locally. That’s where we (VITA) come in: building products, championing our destinations and getting businesses ready. MCIA (Mactan-Cebu International Airport) brings the planes, and we turn them into local income,” Noel added.
AIC Airports Head of Tourism and Destination Marketing Blessie Cruz challenged chambers present to make three commitments: contribute a market-ready experience, connect it to an itinerary with another destination, and share its reach to promote the shared offer.
Crucial to this plan is Discover The Visayas, #FlyViaCebu, a campaign led by VITA with the Department of Tourism (DOT), Philippine Chamber of Commerce and Industry (PCCI), and MCIA operator Aboitiz InfraCapital Cebu Airport Corporation (ACAC).
“Discover the Visayas, #FlyViaCebu is a model for regional collaboration. One Philippine arrival through Cebu can open up a journey across more island destinations. Cebu gives us the shared gateway, while destinations contribute the reasons to visit. Partners connect their resources so the traveler can plan, book and move with less friction,” Cruz said.
MCIA: a compelling market opportunity
MCIA (which will begin serving 28 domestic and 17 international destinations beginning November 2026) handled 11.6 million passengers in 2025, up nearly 3% year-on-year, and international passengers grew 18.4% in January to June 2026. Meanwhile, Central Visayas received 2.55 million foreign visitors in 2025.
For chamber members, the plan means new visitor traffic via Cebu, inclusion in cross-island circuits, and more business for retail, hospitality, and suppliers. For chambers, it means stronger member retention, data-backed advocacy, and training and technical assistance through VITA toolkits.
“Our members already have the experiences. The work now is to package them so a traveler can plan, book, and move between islands with ease,” said PCCI Boracay President Djila Winebrenner.
Partner roles
A panel with Noel, Cruz, Winebrenner, as well as PCCI Area Vice President for Visayas Atty. Jobert A. Peñaflorida and AIC First Vice President and Head of Corporate Affairs Christopher M. Camba outlined how each partner contributes.
“By working alongside DOT and PCCI, we can better align our efforts to strengthen destination competitiveness, support local enterprises, and create more opportunities for communities across the Visayas,” Camba said.
MCIA enables connectivity and market access through premier transfer service CEB Connects (cutting down domestic transfer time to a mere 35 minutes). The DOT leads destination promotion, tourism circuits, and capacity building. VITA and business chambers mobilize local businesses, develop tourism products, and champion their destinations. Klook and Trip.com provide booking channels through the Discover the Visayas website (discoverthevisayas.com).
“The Visayas Island-Chambers Tourism Alliance proves that we are stronger, more resilient, and more vibrant when we move forward together. Let us make ‘One Visayas’ not just a vision, but an economic reality,” Atty. Peñaflorida declared in his presentation.
Next steps for Visayas tourism
The partners aim to measure the results in the Visayas and adapt the model for other regions, with business chambers taking a more active role in promoting their destinations.
The breakout session formed part of the PBC&E’s conversation under the theme “Raising the Bar: Empowering Business for a Resilient Future,” and followed the earlier presentation of a Memorandum of Understanding among the DOT, PCCI (representing VITA), and ACAC outlining a a framework to advance the Discover the Visayas, #FlyViaCebu campaign, promoting greater connectivity and tourism development across the region.
Where will your trip take you next? Discover more destinations and plan your Visayas journey through the itinerary builder at discoverthevisayas.com.