Accor strengthens foothold in Cebu

·2 min read

ACCOR, one of the leading international operators in the Philippines, is cementing its foothold in Cebu’s hospitality industry.

It recently signed a partnership with Cebu Landmasters Inc. (CLI) to operate a 182-room Mercure Cebu Downtown inside Patria de Cebu, boosting its presence in the Philippine market along with 18 other hotels across the country over the next five years, including the Sofitel Cebu City which was announced in February.

Mercure Cebu Downtown is slated to open in 2024.

Patria de Cebu is a mixed-use development which features an integrated shopping center, offices and central plaza. It will be redeveloped by CLI in partnership with the Archdiocese of Cebu.

In a press release, Accor said Mercure Cebu Downtown seeks to act as a “doorway” to Cebu City, celebrating the rich culture and heritage of the area through its design.

“The signing of Mercure Cebu Downtown demonstrates our confidence in the future of tourism for the Philippines. We know that our internationally renowned brands and extensive experience as a leading hotel operator will enable us to drive performance. We have a vast distribution system and global marketing capabilities, allowing us to generate international awareness for the stunning destinations which can be found in this archipelagic country,” Garth Simmons, chief executive officer of Accor in Southeast Asia, Japan and South Korea, said.

“Authenticity and curiosity are central values of the Mercure brand; it is this attention to providing a localized experience that has made this portfolio of hotels so successful. We look forward to crafting an authentic personality for Mercure Cebu Downtown and welcoming guests to come and enjoy all the hidden secrets around Cebu,” he added.

Faith tourism

Meanwhile, Department of Tourism 7 Director Shahlimar Tamano said the redevelopment of Patria de Cebu is expected to usher in a reinvigorated culture and faith tourism in the country.

He said the project sends a positive signal to the tourism sector amid a depressing business environment.

Faith tourism is a type of travel to gain knowledge of and experience a religious or sacred site or object. It is the oldest form of tourism that often equates with religious pilgrimages and may also involve non-religious tourists. Faith tourism is said to be less prone to economic downturns.

Patria de Cebu is in close proximity to the Cebu Metropolitan Cathedral, Parish of St. Vitalis and of the Immaculate Conception and the Basilica Minore del Sto. Niño.

Tamano said the redevelopment is a big boost to Cebu’s tourism, which now sees spots of tourism recovery in some destinations like Moalboal and Bantayan Island. (JOB)