‘Duol ra diay ang Palawan’

Palawan Gov. Amy Roa Alvarez highlights tourism growth and infrastructure plans as the province seeks to attract more travelers from Cebu and neighboring areas

The Philippines’ last frontier takes tourism pitch to Cebu

Palawan is taking its tourism game to Cebu this October, putting its beaches, resorts, and cultural treasures within reach of a major Visayas market.

The Palawan World’s Best Island Travel and Trade Expo 2026 will run from Oct. 23 to 25 at Ayala Center Cebu, the first time in 11 years that the province is holding the event outside Metro Manila.

Organized by the provincial government and the Palawan Tourism Council (PTC), the expo carries the theme “Beyond Paradise: Connecting Islands, Creating Opportunities.”

Palawan recorded 2.13 million visitor arrivals in 2025, generating P65.51 billion in tourism receipts and visitor spending. Foreign travelers accounted for 48 percent of arrivals.

PTC president Rey Felix ‘Rix’ Rafols shares that the campaign also aims to introduce travelers to Palawan’s people, history, and cultural heritage 

“Tourism and agriculture are what keep this province running, so we have to keep bringing Palawan to where the market is,” Governor Amy Roa Alvarez said at a press conference.

PTC president Rey Felix “Rix” Rafols said the campaign also aims to introduce travelers to Palawan’s people, history, and cultural heritage.

Mactan-Cebu International Airport handled 11.6 million passengers in 2025, while Central Visayas recorded about 6.9 million tourist arrivals. Cebu has direct flights to Puerto Princesa, El Nido, and Busuanga, the gateway to Coron.

The campaign’s Cebuano tagline, “Duol ra diay ang Palawan,” means “Palawan is nearer than you think.”

The expo will feature consumer sales, business meetings, and a tourism investment forum, with organizers targeting 8,000 visitors, 60 buyer companies, 250 business appointments, and P25 million in bookings.

Puerto Princesa’s Underground River is one of Palawan’s best-known natural attractions and a key draw for travelers to the province 

Palawan has also promoted its tourism offerings in South Korea, Germany, and other markets. The provincial government has hired a Manila-based company to develop a new brand campaign, expected to launch next year.

Alvarez said tourism infrastructure must keep pace with demand. The province is discussing with the Department of Transportation plans to extend the runway and build a new terminal in Coron, with completion expected in the second half of 2027.

She also expects more flights into Palawan in November and December, giving travelers more options and potentially lowering travel costs.