The Cebu Provincial Government is shifting its tourism strategy from hosting large tourist groups to engaging international travel buyers, agencies and tour operators.
The Capitol stressed the move would strengthen the province's presence in global markets.
The strategy centers on direct business-to-business engagements with international travel decision-makers who determine which destinations are sold in overseas markets.
The Capitol added tourism prospects from Spain, Portugal and Poland showed strong interest in Cebu, particularly for nature-based tourism offerings, including beaches.
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