Cebu is gearing up for a year filled with concerts, sporting events, and world class productions as SM Prime continues to expand the city’s live entertainment scene. The newly opened SM Seaside Cebu Arena is set to welcome thousands of fans with a lineup that promises something for every generation. From music to family shows, the venue is expected to bring fresh energy to the Queen City of the South. Read on to discover why this new arena is becoming one of the country’s biggest entertainment destinations.
More than 20 events set for the arena
SM Prime Holdings Inc. has confirmed that more than 20 major events are scheduled at SM Seaside Cebu Arena in 2026. The lineup includes performances by Filipino and international artists, live productions, sporting events, and family entertainment, with several acts making their first large scale appearances in the Visayas. Among the confirmed shows are BINI, IV of Spades, TJ Monterde and KZ Tandingan, Yeng Constantino, Hillsong Worship, LANY, and Disney on Ice. The venue is also preparing to host major sporting events, including the 2027 FIBA Women’s Asia Cup.
Entertainment that benefits the local economy
Beyond attracting concertgoers, the growing number of events is expected to create opportunities for businesses across Cebu. Hotels, restaurants, transportation providers, retail stores, and tourism related establishments are likely to benefit as more visitors travel to the city for large scale events. According to SM Prime President Jeffrey C. Lim, the goal is to help Cebu capture a bigger share of the country’s live entertainment market while supporting industries that benefit from increased visitor arrivals. The company sees the arena as more than just a performance venue, but as a driver of tourism and economic activity.
Experience driven demand fuels expansion
SM Prime said the investment reflects changing consumer preferences, particularly among Millennials and Gen Z, who continue to prioritize experiences over material purchases. Live concerts, sporting events, and family attractions have become increasingly popular because they create lasting memories while offering opportunities to connect with others. Easier access to online ticketing and improvements in venue technology have also made attending events more convenient. These trends continue to shape the company’s expansion in the entertainment sector.
Ticketing and technology upgrades
To support its growing entertainment business, SM Prime partnered with Ticketmaster in May to launch SM Ticketmaster. The partnership combines Ticketmaster’s global ticketing platform and fraud prevention technology with SM Prime’s nationwide operating network, replacing the previous SM Tickets system. Inside the arena, visitors can also expect an upgraded viewing experience through what the company describes as the most advanced center hung display in the Visayas. The system is designed to provide clear visuals for concerts, sports competitions, family shows, corporate events, and other large scale productions.
Building a new tourism and events district
SM Seaside Cebu Arena stands within the South Road Properties and is directly connected to SM Seaside City Cebu. The venue will also be linked to the upcoming SMX Convention Center Seaside Cebu, Park Inn by Radisson, and Radisson Hotel, creating an integrated destination for entertainment, business events, and tourism. With its growing calendar of major shows and expanding facilities, the development strengthens Cebu’s position as one of the country’s leading destinations for live events and meetings.
