Thursday, July 10, 2025
At the bustling Cebu MICE Alliance 2025, optimism filled the air as stakeholders gathered to shape the future of travel and tourism in the Philippines. At the heart of this vibrant scene stood Candice Iyog, Chief Marketing and Customer Experience Officer of Cebu Pacific, offering a glimpse into how the airline is redefining low-cost travel and powering regional tourism.
In an exclusive interview, Candice shared how Cebu Pacific’s journey is rooted in a mission larger than simply filling seats. “Cebu Pacific’s success is grounded on our bigger vision of making air travel more accessible,” she explained. For a country like the Philippines, scattered across thousands of islands, that accessibility is not a luxury—it’s essential.
Lower Fares, Wider Network: The Cebu Pacific Formula
Candice attributed the airline’s growth to two key pillars: affordable fares and an ever-expanding route network. Despite the Philippines being an archipelago where air travel remains the fastest and often only viable option between regions, Candice believes there’s still massive untapped potential.
“We see that in the Philippines, there’s still so much headroom for growth,” she said. Making flights affordable is the first step, but equally crucial is connectivity. By linking more destinations, Cebu Pacific fuels a “virtuous cycle” where growing passenger traffic leads to more flights, which in turn allows prices to drop even further.
Collaboration Key to Unlocking New Routes
The success story, however, isn’t written by Cebu Pacific alone. Collaboration lies at the core of its strategy. “We partner with various stakeholders to promote destinations, routes, and offer the lowest fares,” Candice shared. Whether it’s tourism boards, local governments, or businesses, Cebu Pacific works hand-in-hand to boost traffic and develop new markets.
A prime example is the airline’s Cebu to San Vicente (Port Barton) service launched last year—a route connecting travelers to one of Palawan’s emerging gems. Developing such routes takes time and teamwork, echoing Cebu Pacific’s earlier successes like connecting Cebu to Siargao, which blossomed into a globally recognized surf destination.
From Cebu, the airline now boasts direct connections to seven international destinations, reflecting its growing ambition not only to serve domestic passengers but also to position Cebu as a global MICE destination. As Candice put it, “It’s really something that allows us to support the ambition of Cebu Business Month and the broader tourism agenda.”
Keeping It Simple: A Low-Cost Philosophy
When asked about potential new codeshare agreements or deeper global partnerships, Candice was candid. “We’re a low-cost carrier,” she explained. For Cebu Pacific, simplicity is key. Keeping operations lean avoids unnecessary complexities that could erode its ability to offer low fares.
Instead, the airline’s strategy focuses on scalability and efficiency. More flights, competitive pricing, and better connectivity remain the priorities. “The less complex, the better because it allows us to scale and focus on what’s important,” she emphasized.
Expanding Horizons: New International Routes
Despite avoiding complicated partnerships, Cebu Pacific isn’t standing still. Its recent international expansions are opening new pathways for both Filipino travelers and inbound tourists eager to explore the Philippines.
Last year, the airline launched direct services from Cebu to Osaka, Ho Chi Minh City, and Bangkok. Each destination serves as both a standalone tourist hotspot and a critical gateway. “Bangkok is also an international jump-off point,” Candice noted, highlighting the strategic potential of connecting travelers from Thailand and other Southeast Asian markets directly into Cebu.
This network creates a seamless entry for international visitors to explore Cebu and then branch out across the Philippines. With 24 direct services from Cebu to domestic destinations, the airline is positioning the city as a hub in the middle of the country, making it the ideal launching pad for further exploration.
The Fleet Behind the Mission
No growth story is complete without discussing the tools that make it possible. Cebu Pacific’s fleet reflects its dual mission of driving accessibility and supporting tourism growth.
Candice spoke proudly of their Airbus A330s, wide-body aircraft that enable long-haul operations to places like Dubai, Sydney, and Melbourne. These routes bridge the Philippines with key international markets, fueling both tourism and connections for overseas Filipino workers.
Closer to home, the airline relies heavily on its narrow-body aircraft—the true workhorses of its network. These planes efficiently serve high-frequency routes across the archipelago and regional destinations in Asia.
And then there’s the ATR turboprop fleet, a crucial piece of Cebu Pacific’s puzzle. These smaller aircraft allow the airline to serve developing or lower-demand routes where larger jets wouldn’t be feasible. “It’s how we developed Siargao, for example, as we wait for infrastructure to grow,” Candice explained.
This mix of aircraft types allows Cebu Pacific the flexibility to connect even the most remote parts of the Philippines, fostering tourism and economic opportunities in regions often overlooked by larger carriers.
Supporting National Tourism Goals
Beyond commercial success, Candice highlighted Cebu Pacific’s sense of duty to the nation’s broader tourism agenda. With tourism identified as a critical economic driver, the airline sees itself as a partner in the country’s growth story.
“It is a little complex,” she admitted about balancing the demands of various fleet types and diverse routes. “But I think for the Philippines, it’s necessary for us to do it. And we are actually quite privileged to be in a position to be able to support the tourism agenda of the country.”
A Vision for the Future
As Cebu MICE Alliance 2025 wraps up, the energy surrounding Candice’s words lingers in the air. Cebu Pacific’s story is not just about planes and passengers—it’s about making travel truly accessible for millions and connecting communities that once felt out of reach.
From budget-friendly fares to bold new routes and innovative fleet strategies, Candice Iyog and her team are shaping a future where the Philippines isn’t just a destination but a vibrant hub for travel and business across Asia.
Tags: airline fleet, airline marketing, airline strategy, aviation, Aviation industry, Candice Iyog, Cebu airport, Cebu Business Month, cebu pacific, low-cost airlines, low-cost carrier, mice industry, MICE Tourism, New Air Routes, philippine tourism, travel industry, travel industry news
