CEBU’S hospitality industry is stepping up efforts to curb brain drain and highlight its growing global competitiveness as it prepares for the 4th Cebu Tourism and Hospitality Awards (CTHA) this August, a key initiative seen as both a morale booster and a strategic tool to retain local talent.
With more Filipino hospitality workers leaving for cruise ships and overseas opportunities in the Middle East and Europe, local hotel executives and tourism leaders acknowledge the challenges in talent retention. However, they also see growing momentum in promoting Cebu as a destination that not only produces world-class service professionals but also nurtures them through recognition and career development.
“There has been brain drain, not just in Cebu but across the Philippines,” said Alfred Reyes, vice president of the Hotel, Resort and Restaurant Association of Cebu Inc. (HRRACI) and general manager of Bai Hotel, during the press conference for the CTHA 2025. “We continue to lose skilled workers to higher-paying jobs abroad. But through platforms like the CTHA, we aim to inspire our people to stay, to be proud, and to realize that excellence here can be just as recognized globally.”
Now on its fourth year, the Cebu Tourism and Hospitality Awards (CTHA), organized by HRRACI, was launched in the aftermath of the Covid-19 pandemic to highlight resilience, service excellence, and leadership in the tourism and hospitality sector. This year’s edition, set for August 13 at Ayala Center Cebu, will feature over 55 nominees—up from 32 in its inaugural run.
“These are our real superstars,” said Josef Victor Chiongbian, member of HRRACI’s board of trustees and general manager of Savoy Hotel Mactan Newtown. “They wear a smile every day despite the challenges, they represent the Filipino brand of service and they put Cebu on the global map. This is not just an awards night. It’s a movement to keep our best talents here.”
Award categories for this year’s CTHA include Best Marketing of the Year, Sustainability Champion of the Year, Hotel and Resort Manager of the Year, Front and Heart of the House Employees of the Year, Supervisor of the Year and the Hospitality and Tourism Educator of the year.
“By honoring these individuals, we inspire others to follow a path of excellence. We want to show the country and the world how good our people truly are when it comes to hospitality,” Ron Manalang, CTHA chairman and general manager of Seda Central Bloc, said.
HRRACI president Mia Singson-Leon said they envision CTHA to be a platform that highlights the industry’s high-caliber people who are passionate and dedicated to delivering “true Cebuano hospitality to the world.”
Renewed interest
Reyes said the industry is also seeing renewed interest from younger professionals, particularly those undergoing on-the-job training, who are now realizing the value of face-to-face hospitality work in a post-pandemic setting.
“While work-from-home remains popular, many students who go through OJT rediscover the joy and energy of in-person service,” Reyes said. “They understand that the hospitality industry offers a dynamic career, not just a job.”
He added that hotel properties in Cebu have extended their reach, accepting OJTs even from Cebu’s countryside and neighboring islands of the Visayas and Mindanao.
Moreover, Chiongbian said the awards are also expected to reinforce Cebu’s position as a top-tier Mice (Meetings, Incentives, Conferences and Exhibitions) destination. He said that by recognizing and empowering talent, Cebu becomes even more attractive for high-value international events.
“Cebu is now the Mice destination to watch,” said Chiongbian. “And if we want to compete globally, we must celebrate our people, the ones who make guests come back.”
“To be a world-class Mice destination, we must offer not just beautiful venues but excellent service driven by heart of hospitality,” added Singson-Leon.
Tourism stakeholders remain optimistic.
Despite the outflow of labor, they view the Philippines, particularly Cebu, as a training ground for globally competitive hospitality professionals.
“Yes, we lose some of them to cruise ships and foreign hotels, but that also makes them ambassadors of Filipino service abroad,” said Reyes. “At the same time, awards like the CTHA encourage others to stay and grow here. That’s how we build a more sustainable and future-ready tourism workforce.” / KOC