Melo Villareal
Palawan Brings Its Tourism Showcase Closer to the Visayas Market
PUERTO PRINCESA CITY, Palawan — Palawan is taking its tourism campaign beyond Metro Manila and closer to one of the Philippines’ biggest travel markets.
Palawan Tourism Expo 2026
The province will bring its tourism industry to Cebu this October for the Palawan World’s Best Island Travel and Trade Expo 2026, marking the first time in 11 years that the event will be held outside Metro Manila.
Set for October 23 to 25 at Ayala Center Cebu, the three-day expo carries the theme “Beyond Paradise: Connecting Islands, Creating Opportunities.” The event aims to put Palawan’s destinations, hotels, resorts, tour experiences, local products, culture, and investment opportunities directly in front of travelers and tourism buyers from the Visayas.
The provincial government is organizing the event with the Palawan Tourism Council (PTC) as part of a broader effort to strengthen Palawan’s position in the domestic and international tourism market.
Bringing Palawan to Where the Travelers Are
For Palawan officials, expanding tourism promotion is essential because the industry remains one of the province’s major economic drivers.
“Tourism and agriculture are what keep this province running, so we have to keep bringing Palawan to where the market is,” Gov. Amy Roa Alvarez said during a press conference.
PTC president Rey Felix “Rix” Rafols said the goal goes beyond attracting more visitors.
“We want tourism that is available to everybody. But also, we want a tourism that benefits every Palaweño,” Rafols said.
The campaign will also highlight the people, history, traditions, and cultural heritage of Palawan. While the province is internationally recognized for its beaches, islands, lagoons, and natural landscapes, tourism officials believe there is still room to tell a broader story of Palawan.
Rafols also emphasized the role of media and content creators in expanding the province’s reach. Travel stories, videos, photographs, and social media posts can introduce Palawan to travelers who may not yet have the destination on their itineraries.
The strategy comes as Palawan continues to post strong tourism numbers.
Provincial tourism data show that Palawan welcomed 2.13 million visitors in 2025, generating around PHP 65.51 billion in tourism receipts and visitor spending. Foreign travelers accounted for about 48 percent of total arrivals.
Alvarez said the visitor mix has also changed significantly since the pandemic, with domestic and international travelers now accounting for roughly equal shares of tourism arrivals.
That makes strengthening the domestic market particularly important.
Why Cebu Is a Strategic Market for Palawan
Cebu was chosen for the expo because of its strong tourism industry, large travel market, and connectivity with Palawan.
Mactan-Cebu International Airport handled about 11.6 million passengers in 2025, while Central Visayas recorded approximately 6.9 million tourist arrivals.
Cebu also offers direct air connections to several key Palawan destinations, including Puerto Princesa, El Nido, and Busuanga, the main gateway to Coron.
The flight from Cebu to Puerto Princesa takes a little over an hour, making Palawan an accessible option for travelers in the Visayas.
The campaign will carry the Cebuano message “Duol ra diay ang Palawan,” which translates roughly to “Palawan is nearer than you think.”
The message captures the central idea behind the Cebu campaign: Palawan may feel like a faraway island paradise, but reaching it from Cebu can be surprisingly convenient.
More Than a Travel Expo
The Palawan World’s Best Island Travel and Trade Expo 2026 will combine consumer promotions with business and investment opportunities.
Visitors can expect direct sales activities featuring Palawan hotels, resorts, tour operators, transport companies, and other tourism businesses.
The event will also include a business-to-business program connecting Palawan tourism suppliers with travel agencies, MICE buyers, corporate clients, and other industry partners.
A tourism investment forum will further showcase opportunities in the province.
Organizers are targeting 8,000 visitors, 60 buyer companies, 250 business appointments, and PHP 25 million in bookings generated during the expo and within 30 days after the event.
For travelers, the event could also be a good opportunity to discover travel packages and promotions that can make a Palawan vacation more accessible.
From Makati to Cebu
The Palawan tourism expo has been building momentum since its introduction in 2015.
The event was held in February 2025 at the Glorietta Activity Center in Makati City, with more than 80 exhibitors participating.
Taking the event to Cebu represents a major strategic shift.
Rather than waiting for travelers and tourism buyers to come to Metro Manila, Palawan is bringing its tourism industry directly to another major travel hub.
The province has also been increasing its international promotional efforts, including activities in South Korea, Germany, and other overseas markets.
Alvarez said the province also recognized the need to strengthen its presence in nearby Southeast Asian markets such as Singapore, Malaysia, and Indonesia after participating in a travel event in Singapore.
To support its long-term tourism positioning, the provincial government has hired a Manila-based company to assist with Palawan’s rebranding and the development of a new tourism campaign, which is targeted for launch next year.
Better Airports, Better Connectivity
Marketing alone, however, will not be enough to sustain Palawan’s tourism growth.
The provincial government is also looking at improving transportation infrastructure, particularly airports.
One major project involves the airport in Coron. Alvarez said the provincial government has been coordinating with the Department of Transportation on plans to extend the runway and build a new terminal.
The project is expected to be completed in the second half of 2027.
A longer runway could allow the airport to accommodate larger Airbus aircraft and potentially support direct international flights. Proposed runway lighting could also allow flights to operate beyond the current 5 p.m. limitation.
Alvarez said she expects additional flights into Palawan in November and December. More flights would give travelers greater flexibility and could help reduce the overall cost of visiting the province.
Taking Palawan Beyond Paradise
Palawan’s tourism campaign is increasingly focused on more than its reputation as one of the world’s most beautiful island destinations.
The province wants travelers to see its communities, culture, heritage, local businesses, and people alongside its beaches and natural attractions.
The Cebu Expo is an important step in that direction.
By connecting Palawan’s tourism businesses with travelers and buyers in the Visayas, the province hopes to create stronger visitor flows, new business opportunities, and more tourism-related livelihoods for local communities.
As Palawan looks to expand its tourism market, its message to Cebuano travelers is simple: “Duol ra diay ang Palawan.”
The paradise many travelers dream about may be much closer than they think.
Follow and subscribe to OutofTownBlog.com on Facebook, Twitter, Instagram, Pinterest, and YouTube for more Travel-related updates.
