Cebu advances sports tourism agenda at 2026 forum

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Industry leaders and stakeholders gathered at NUSTAR Resort Cebu for the Sports Tourism Forum 2026, marking a significant step in the Philippines’ push to elevate sports tourism as a key pillar of tourism growth.

The forum brought together speakers and panelists from across the sports and tourism sectors and underscored growing alignment on the role of sports tourism in driving visitor arrivals, investment and regional development.

Discussions highlighted a broader shift in global travel patterns, with more travelers seeking immersive, experience-driven trips built around shared interests such as sports.

Charles Lim, president and chief operating officer of Sports Turismo Alliance Inc., said sport-motivated travel is gaining ground as more travelers plan trips around sporting events and activities.

The Philippines is positioning itself to capitalize on that momentum as it seeks to strengthen its standing as a sports tourism destination in the region.

In his keynote message, Philippine Sports Commission Chairman Patrick Gregorio cited the country’s natural advantages, including a strong sports culture, diverse destinations and the ability to host events year-round.

Gregorio also pointed to efforts to better align government initiatives through a unified interagency approach under the National Sports Tourism Inter-Agency Committee.

Sports tourism has increasingly been viewed as more than event hosting, with destinations using it to boost tourism receipts, extend visitor stays and generate repeat travel through year-round competitions and related activities.

Cebu emerged during the forum as one of the country’s promising sports tourism hubs because of its mix of natural attractions, accessibility and venues capable of hosting major events.

Speakers said sporting events can serve as powerful economic drivers, particularly when they attract not only participants but also families, support teams and other accompanying visitors who spend on accommodations, food, transport and leisure activities.

Princess Galura, president and general manager of Sunrise Events, said sporting events create fresh economic activity that directly benefits host communities.

Department of Tourism Central Visayas officer-in-charge Regional Director Dr. Gelena Asis-Dimpas said the value of sports tourism goes beyond competition because it also creates meaningful visitor experiences tied to the host destination.

A recurring theme throughout the forum was collaboration among government agencies, event organizers, tourism stakeholders and local communities.

Lim said building a sustainable sports tourism industry will also require continued investment in infrastructure and event capabilities so destinations can meet the demands of large-scale, world-class competitions.

The forum drew participants not only from across the Philippines but also from Thailand, the United Kingdom, Turkey, Malaysia, Germany and South Korea.

The event was supported by NUSTAR Resort and Casino Cebu, the Department of Tourism Central Visayas, the Province of Cebu, the Philippine Sports Commission, The Freeman and Islands Souvenirs.

The forum was professionally managed by Selrahco for Sports Turismo Alliance Inc.