The Cebu Chamber of Commerce and Industry (CCCI), together with leaders from government, tourism, business, and the private sector, gathered for the Project Mango Shake Workshop on July 29 at FILI Ballroom 1 & 2, NUSTAR Resort & Casino, reaffirming the value of collaboration in shaping Cebu’s destination branding initiative.
Launched during the MICE Tourism Summit of Cebu Business Month 2026, Project Mango Shake is a collaborative initiative that brings together key stakeholders in developing a unified destination brand for Cebu. The workshop formed part of the project’s continuing consultation process, providing an opportunity for participants to engage in meaningful discussions and contribute to the initiative’s ongoing development.
In his welcome message, CCCI President Regan Rex T. King emphasized that Cebu’s greatest strength lies in the richness of its many stories and the collective effort to bring them together under a shared vision.
“The challenge is not that we lack a story. The challenge is that we have many great stories, and we need to bring them together.”
He noted that building a compelling destination brand requires the participation of everyone who represents Cebu—from government and local communities to tourism enterprises, business organizations, and industry partners. By working together, Cebu can present a stronger and more unified identity that reflects the province’s diverse experiences and world-class offerings.
NUSTAR Resort & Casino hosted the workshop, with Vice President for Commercial Sales Daniel Kipping welcoming participants and expressing the property’s support for collaborative initiatives that contribute to the continued growth of Cebu’s tourism industry. Joining him was NUSTAR Resort & Casino General Manager Udo Wittich, reaffirming the resort’s commitment to supporting efforts that strengthen Cebu’s position as a premier tourism and MICE destination.
The workshop was attended by representatives from the Philippine Chamber of Commerce and Industry (PCCI), Melanie Ng, Regan Rex T. King, President of the Cebu Chamber of Commerce and Industry (CCCI); Bernard Vonn I. Sia, Vice President for Business Mobilization; Anthony Noel, President of PCCI Lapu-Lapu; Mark Ynoc, Immediate Past President of the Mandaue Chamber of Commerce and Industry; and Carl Cabusas, President of the Talisay Chamber of Commerce.
Government partners in attendance included representatives from the Department of Tourism Region VII, the Cebu City Government, Cebu City Tourism Commission, Tourism Board Cebu and the Sinulog Foundation Board, the Lapu-Lapu City Tourism Office, the Mandaue City Government, and the Mandaue Investment Promotions Tourism Action Center.
The tourism sector was likewise represented by Cleofe Albiso, President of the Cebu MICE Alliance and Managing Director of Megaworld Hotels & Resorts together with representatives from the Cebu Alliance of Tour Operation Specialists (CATOS), Cebu Association of Tour Guides, Inc., Cebu Tours and Travel Association, Federation of Tourist Transport Operators Inc. Cebu, and other valued partners from the private sector.
Project Mango Shake underscores the importance of bringing together diverse stakeholders in building a destination brand that reflects Cebu’s unique identity and strengthens its position as a globally competitive tourism and MICE destination. As the initiative moves forward, CCCI remains committed to fostering collaboration among its partners in support of a shared vision for Cebu’s tourism future.
Padayon Cebu!!!
