Cebu City is bracing for one of the most crowded Sinulog seasons in recent years, as travelers rush to secure rooms and plan their festival routes. Early signs point to a tourism boom that pushes the city’s hotels and guest houses close to the limits of their capacity, hinting at a celebration bigger and busier than usual.
Sinulog Surge
Hotel occupancy in Cebu City is now around 90 percent, with some properties fully booked, especially near the Cebu Business Park and downtown districts where many events and processions unfold. Many establishments accepted reservations as early as last year to handle the expected wave of visitors.
Booking Behavior
Most bookings come from domestic travelers eager for the long festival weekend, though interest from foreign guests continues to climb. Rooms across various price ranges, from hostels to business hotels, are filling as Sinulog draws near.
Despite last year’s disruptions brought by an earthquake and a typhoon, demand for Sinulog accommodations stayed firm. While other schedules saw sudden cancellations, the festival weekend maintained healthy bookings similar to the previous year.
Visitor Forecast
Tourism officials in Central Visayas project hotel occupancy to reach between 80 and 100 percent for the entire month of January. The surge is not only tied to Sinulog but also to overseas Filipinos and holiday travelers who begin arriving over the Christmas season.
Festival Impact
Cebu City expects four to five million visitors to enter the city for the week-long festivities, with the peak set on January 18, 2026 during the Fiesta Señor and Sinulog Grand Parade. Tourism and business sectors are preparing for heavy foot traffic and full venues across the city.
Beyond the Festival
Stakeholders predict steady tourism activity beyond Sinulog. The arrival of new direct international flights, upcoming conventions, and the opening of major venues such as the SMX Convention Center and Mactan Expo are expected to support Cebu’s events and business landscape through the first quarter of the year.
With hotels near maximum occupancy and visitor traffic on the rise, Cebu enters the Sinulog season with strong momentum. The festival continues to anchor Cebu’s tourism identity while fueling growth for local businesses, cultural institutions, and future events.
