Cebu, Philippines – In a city where warm smiles and world-class service come naturally, the 4th Cebu Tourism and Hospitality Awards (CTHA) is set to take center stage on August 13, offering more than just accolades—it’s becoming a movement to honor the heart and soul of the industry: its people.
As the global demand for Filipino hospitality talent continues to grow, Cebu’s hospitality leaders are doubling down on efforts to celebrate and retain the exceptional professionals who make the island a standout destination. The awards, organized by the Hotel, Resort and Restaurant Association of Cebu Inc. (HRRACI), will take place at Ayala Center Cebu, spotlighting 55 nominees across a variety of roles and backgrounds.
“There’s no question about the brain drain,” says Alfred Reyes, general manager of Bai Hotel and HRRACI’s vice president. “But these awards remind our people that staying home and excelling here in Cebu can also lead to meaningful, recognized careers.”
Launched in the wake of the pandemic, the CTHA was envisioned as a tribute to resilience and excellence. Today, it stands as a symbol of pride and purpose, uniting hotel staff, educators, marketers, managers, and rising stars under one roof to celebrate what makes Cebu truly unique—its people.
“These are our everyday heroes,” says Josef Victor Chiongbian of Savoy Hotel Mactan Newtown. “They bring soul to service. They represent Filipino hospitality not as a brand, but as a way of life. This night is for them.”
The award categories reflect a broad spectrum of contributions—from Sustainability Champion of the Year to Hospitality and Tourism Educator of the Year, acknowledging the diverse efforts that elevate Cebu as a destination and training ground for hospitality excellence.
CTHA chairman Ron Manalang believes recognition is just the beginning. “By honoring our peers, we create a ripple effect. We show aspiring professionals—especially the younger ones—that this industry is filled with opportunity, pride, and purpose.”
Indeed, the tide appears to be turning. Despite opportunities abroad, many young professionals and students in on-the-job training are rediscovering the energy of in-person service. Reyes notes that the post-pandemic generation is bringing fresh enthusiasm, with hotels even hosting OJTs from Visayas and Mindanao’s countryside.
And there’s more at stake than recognition. For HRRACI president Mia Singson-Leon, empowering talent is central to Cebu’s ambitions of becoming a leading global destination for MICE (Meetings, Incentives, Conferences, Exhibitions). “Beautiful venues can impress, but it’s the people who create unforgettable experiences,” she says.
Chiongbian echoes the sentiment: “When we celebrate our people, we attract the world. The best way to compete globally is to honor those who make guests feel they belong.”
Beyond the glitter of the awards night lies a deeper message: that the Filipino spirit of hospitality, shaped by grace, resilience, and genuine warmth, is more than ready for the world—and worthy of celebration at home.
As Reyes puts it, “Yes, some of our stars go abroad. But many stay, and their stories are the foundation of a stronger, more inspired hospitality future in Cebu.”
