Palawan will bring its tourism industry to Cebu in October for a three-day trade expo, the first time in 11 years that the province is holding the event outside Metro Manila, as it works to place its destinations directly in front of Visayas travelers and buyers.
The Palawan World’s Best Island Travel and Trade Expo 2026 will run from Oct. 23 to 25 at Ayala Center Cebu under the theme “Beyond Paradise: Connecting Islands, Creating Opportunities.”
The provincial government is mounting the expo with the Palawan Tourism Council (PTC) to bring the province’s destinations, products, culture and other offerings to travelers and businesses in the Visayas.
Palawan Governor Amy Roa Alvarez
In a press conference Wednesday afternoon, Gov. Amy Roa Alvarez said promotion has to be stepped up because tourism is among the main economic drivers of the province.
“Tourism and agriculture are what keep this province running, so we have to keep bringing Palawan to where the market is,” Alvarez said.
Palawan Tourism Council President Rey Felix Rafols
“We want a tourism that is available for everybody. But also, we want a tourism that benefits every Palaweño,” PTC president Rey Felix “Rix” Rafols said.
Rafols said the council and the provincial government want Palawan known for its people, history, and cultural heritage as much as for its natural attractions.
He said that while Palawan is recognized as one of the most beautiful islands in the world, it is still not the first destination many foreign travelers think of when they consider the Philippines.
Media and content creators help close that gap, he said, since every news report, social media post and video reaches more potential visitors.
Palawan recorded 2.13 million visitor arrivals in 2025, generating P65.51 billion in tourism receipts and visitor spending, according to provincial tourism data. Foreign travelers accounted for 48 percent of arrivals.
Alvarez said domestic and foreign travelers now make up roughly equal shares of visitors, a shift from the pre-pandemic pattern when foreign tourists dominated. That balance is part of the reason the province is taking the expo to a large domestic market.
Why Cebu
Mactan-Cebu International Airport handled 11.6 million passengers in 2025, while Central Visayas recorded about 6.9 million tourist arrivals.
Cebu also has direct flights to Puerto Princesa, El Nido, and Busuanga, the gateway to Coron, which allows travelers to add Palawan to multi-destination trips. The Puerto Princesa leg takes a little over an hour.
The campaign in Cebu will carry the Cebuano line “Duol ra diay ang Palawan,” or Palawan is nearer than you think.
The expo will feature direct consumer sales, a business-to-business program, and a tourism investment forum. Palawan hotels, resorts, tour operators, and transport providers will meet travel agencies, MICE buyers, corporate clients, and walk-in shoppers.
Organizers are targeting 8,000 visitors, 60 buyer companies, 250 business appointments, and P25 million in on-site and 30-day bookings.
The expo was first held in 2015 and revived in February 2025 at the Glorietta Activity Center in Makati City, drawing more than 80 exhibitors.
The PTC and the provincial government have also run promotional activities in South Korea, Germany, and other countries. Alvarez said the province found, after joining a travel event in Singapore, that Palawan is still building its name in nearby markets such as Singapore, Malaysia, and Indonesia.
She said the provincial government hired a Manila-based company to help rebrand Palawan and build a new campaign, now targeted for launch next year.
Airport upgrades
Alvarez said tourism infrastructure has to be expanded alongside the marketing push, particularly the airports.
The provincial government has talked with the Department of Transportation about extending the runway and building a new terminal in Coron, a project she expects to be completed in the second half of 2027. A longer runway would allow Airbus aircraft and direct international flights, while runway lights would let flights operate past 5 pm, she said.
Alvarez said she expects more flights into the province by November and December, and that added capacity would give travelers more options and help bring down the cost of a Palawan trip.
The officers of the Palawan Tourism Council led by Rey Felix Rafols (seated) together with Governor Amy Roa Alvarez
The provincial government will keep working with the PTC, businesses, local government units and other agencies to widen the tourism market and provide livelihood for Palaweños, she said.
Photo credit: Palawan Tourism Council