By: IRENE SINO-CRUZ
Cebu is once again making a strong case as one of Asia’s most sought-after wedding destinations.
Through the upcoming Kasalan 2026 Cebu Wedding Tourism Expo on June 27 to 28 at Ayala Center Cebu, industry stakeholders are rallying together to strengthen Cebu’s position in the growing wedding tourism market and reclaim its place as the region’s leading destination for weddings.
For Maria Thelma Ong, editor-in-chief of Kasal.com and one of the pioneers of wedding expositions in the country, the goal is clear.
“Cebu became the top wedding destination in 2024. We would like to regain that top spot,” Ong said during the event launch.
She noted that Cebu faces increasing competition from destinations such as Vietnam and Indonesia, which have also been aggressively promoting their wedding tourism offerings.
Despite the challenge, Ong believes Cebu has everything couples are looking for—from world-class resorts and historic churches to creative suppliers and warm Cebuano hospitality.
“We wanted to be able to encourage everyone that Cebu is really the top destination—not just in the Visayas, not just in Cebu, but for the rest of the country,” she said. “Say yes, say ‘I do’ in Cebu, and say yes to wedding tourism.”
More Than Just Weddings
For Ong, wedding tourism goes far beyond the ceremony itself.
Every destination wedding generates economic activity that benefits multiple sectors of the local economy. Hotels, resorts, churches, transportation providers, photographers, makeup artists, florists, caterers, souvenir makers, and even neighborhood businesses all gain from the influx of wedding guests.
“It affects almost everyone in the local community,” Ong explained.
She pointed out that wedding tourism creates opportunities for entrepreneurs while encouraging visitors to discover more of Cebu’s attractions.
Guests who travel for weddings often extend their stay, explore local destinations, dine in local restaurants, and eventually return for future vacations.
“When they stay a bit longer, they get to know more of the city and the island. Hopefully they will come back here either to celebrate again or because of that nostalgia,” she said.
This ripple effect makes wedding tourism one of the most resilient segments of the tourism industry.
“It’s recession-proof. It happens all year round and it can take place in any of our islands,” Ong added.
Showcasing Cebu’s Best
Now on its 20th year nationwide, Kasalan has become one of the country’s longest-running wedding tourism roadshows.
The Cebu leg holds special significance. Ong recalled that Kasalan first staged a wedding exposition in Cebu in 2003, making it one of the pioneering wedding fairs in the region.
This year’s expo is expected to bring together Cebu’s leading hotels, resorts, wedding venues, event planners, jewelers, photographers, caterers, and other suppliers under one roof.
Couples will gain access to exclusive discounts, special promotions, food tastings, raffle prizes worth P300,000, and a wide selection of wedding and event services.
Even before the official launch, the event had already attracted more than 400 pre-registered couples.
Ong is optimistic that attendance and business generated during the expo will surpass expectations.
She noted that the Central Luzon leg of the Kasalan roadshow recently recorded its highest sales and visitor traffic ever.
“We hope that Cebu can surpass this number because we do believe that Cebu has more to offer than that region,” she said.
A Platform for Local Businesses
Beyond helping couples plan their dream weddings, Kasalan 2026 serves as a platform for local businesses to showcase their products and services.
Ong emphasized the importance of supporting homegrown enterprises and encouraging consumers to look first at what local communities can offer.
“We always encourage everyone that before you start looking elsewhere, look at what we’ve got here,” she said.
From bridal fashion and jewelry to beauty services, local delicacies, event styling, transportation, accommodations, and tourism experiences, Cebu’s wedding industry continues to create opportunities for thousands of workers and entrepreneurs.
“Cebu got it all for you,” Ong said.
As the province strengthens its tourism recovery and seeks new growth opportunities, organizers believe wedding tourism can play a major role in bringing more visitors to the island while generating economic benefits that reach communities across Cebu.
For couples planning their special day, Kasalan 2026 offers a chance to discover why Cebu remains one of the country’s most romantic destinations.
For the tourism industry, it is an opportunity to remind the world that Cebu is ready to reclaim its place at the top—one wedding at a time.
