Cebu's bold comeback as Asia's next sports tourism powerhouse begins now
Cebu is set to reclaim its position as a major hub for sports tourism after years of inactivity. Philippine Sports Commission (PSC) Chairman John Patrick 'Pato' Gregorio recently highlighted the city's potential, linking sports and tourism in a renewed push for growth. Since 2020, Cebu has not hosted a single international sporting event with participants from across Asia—but that is about to change.
Gregorio visited the Cebu Coliseum, stressing its historical role in the city's sports culture. He noted that despite challenges, Cebu's passion for sports remains strong. The city once thrived as a destination for athletes and spectators, producing champions while showcasing its unique heritage in arnis, boxing, dancesport, and road competitions.
The PSC is now taking concrete steps to revive this legacy. A partnership with UP Cebu will establish the National Academy of Arnis in the region. At the same time, the upcoming SM Seaside Arena, set to open in June 2026, will provide a modern venue for future events. Cebu's calendar is already filling up. The city will host major FIBA games in 2027 and is in talks to stage a WTA 125 or 250 tennis tournament. The biggest draw, however, will be the 2028 Asian Beach Games, expected to bring over 3,000 athletes from across the continent.
With new infrastructure, planned events, and a renewed focus on sports tourism, Cebu is preparing for a comeback. The city's deep-rooted sports culture and strategic partnerships aim to restore its reputation as a top destination for both competition and travel. After years without major international events, the next few years will mark a significant shift.
