Cebu has long been a go to for beaches, food, and culture. Now, there is a growing push to position it as a prime spot for sports driven travel. That shift opens doors for hotels, event organizers, local governments, and businesses that want to tap into a fast growing travel segment that mixes competition, conferences, and destination marketing.
Why Sports Tourism Is Getting Serious Attention
Destinations that host sporting events do not just attract athletes. They pull in families, fans, corporate groups, and sponsors. These visitors stay longer, spend more, and often return for leisure trips. Many destinations in the Philippines are already seeing this pattern. Clark, Subic, and Puerto Princesa have used sports events to drive arrivals and strengthen their tourism identity.
Cebu has the infrastructure, accessibility, and reputation to compete in this space. The missing piece for many stakeholders is alignment. Sports groups, tourism leaders, hospitality operators, and event planners often work separately. Without collaboration, opportunities are lost and events struggle to reach full potential.
A Forum Built to Connect the Right People
On March 18, 2026, Cebu will host the Sports Tourism Forum, a one day gathering focused on integrating sports into MICE or Meetings, Incentives, Conferences, and Exhibitions. The event is organized by Sports Turismo Alliance with support from the Philippine Sports Commission and the Cebu Chamber of Commerce and Industry.
The forum brings together decision makers who shape sports and tourism in the country. Speakers include Philippine Sports Commission Chairman Pato Gregorio, tourism and hospitality leaders, event organizers, venue operators, and industry advocates. Their goal is simple. Share working strategies that help destinations attract and sustain sports events.
Expect real examples from destinations that have already built strong sports tourism programs. Clark Freeport, Puerto Princesa, and Subic Freeport will present case studies showing how sports events helped drive visitor numbers and investment.
Strong Government Backing Signals Momentum
The national government is also stepping in. Through Administrative Order No. 8, President Ferdinand Marcos Jr. created the National Sports Tourism Inter Agency Committee. The committee aims to strengthen the country’s ability to host sporting events and use them to grow visitor arrivals.
Local leaders in Cebu are part of the conversation. Provincial and city officials including Governor Pamela Baricuatro and mayors from key Cebu cities have been invited to share their plans and support. Their participation shows that Cebu is taking the opportunity seriously.
What Attendees Will Gain
Participants will walk away with clear direction on how to position their organization within the sports tourism space. They will gain insights on:
• How sports events drive tourism demand
• How to integrate sports programs into conferences and corporate gatherings
• How to attract sponsors and partners
• How destinations collaborate to build sustainable sports events
• How to connect with decision makers across sports, tourism, and hospitality
Networking is another major draw. The forum gathers professionals from hotels, resorts, sports organizations, schools, government agencies, corporate sponsors, venue operators, and community groups. These are the people who create and approve sports events.
Why This Matters Right Now
Sports tourism is growing across Asia. Destinations that move early often secure recurring events and long term partnerships. Waiting too long can mean missing contracts, sponsors, and market visibility that competitors may capture first.
For organizations looking to expand their event calendar, increase bookings, or build brand presence in sports, timing plays a big role. This forum offers access to people and ideas that can help turn plans into actual projects.
How to Join
Registration for the Sports Tourism Forum is now open. Slots are limited and accepted on a first come basis. The registration fee is ₱2,500, which includes lunch, snacks, a certificate, and access to networking sessions.
Secure your slot through this link:
https://form.jotform.com/250370552303446
You may also send inquiries through email at arantxa.selrahco@gmail.com.
If your organization is planning events, managing venues, promoting destinations, or supporting sports programs, this forum places you in the same room as leaders shaping the next phase of sports tourism in the Philippines.