CEBU TAKES CENTER STAGE AS "PROVINCE OF CHARM" AT CAEXPO 2026, EYES MORE TRADE AND JOBS
NANNING, CHINA — Cebu is after more than just tourism buzz this time around. As the province takes part in this year's China-ASEAN Expo (CAEXPO) 2026 as the official "Province of Charm," the Provincial Government is banking on the event to open doors to longer-term trade partnerships, investments, and, ultimately, jobs for Cebuanos.
CAEXPO, one of China's biggest international trade events, has given Cebu a major spotlight this year as its featured "Province of Charm" — a platform for the province to show off its products and destinations, while introducing its business and investment potential to companies, investors, and delegations from China and ASEAN.
What the official said
Melanie Ng, Vice President for MSME Development and National Board Director of the Philippine Chamber of Commerce and Industry (PCCI), and Director-Chair of the PCCI MSME Committee, didn't hide her excitement over the recognition.
"It is an exceptionally significant honor for Cebu to be recognized as the Province of Charm at CAEXPO 2026," Ng said. "This recognition places Cebu on an international stage—not only as a world-renowned destination, but as a province rich in culture, creativity, entrepreneurship, innovation, and opportunity."
She added: "As a Cebuana and an advocate for MSME development, I am especially proud that this platform gives us the opportunity to showcase the ingenuity of our local entrepreneurs, the quality of Cebuano products and services, and the warmth and resilience of our people."
Background: Not the first time a province gets the spotlight
The "Province of Charm" tag — previously called "City of Charm" — isn't new to CAEXPO. Every year, one Philippine province gets picked for this special spotlight, giving it the stage to pitch its trade and investment potential straight to Chinese and ASEAN investors.
Past provinces that carried the title include Isabela in 2013 (10th CAEXPO), Aurora in 2017 (14th CAEXPO), and Tarlac in 2018 (15th CAEXPO) — each one using the platform to highlight its agriculture, industrial development, and tourism sectors before foreign investors. Now, at the 23rd edition of CAEXPO in 2026, it's Cebu's turn.
The Center for International Trade Expositions and Missions (CITEM) also reported that 12 Filipino companies that joined CAEXPO 2025 generated more than US$18 million — roughly P1 billion — in total export sales, proof that participation in this expo isn't just ceremonial but actually translates into real business.
What Cebu is hoping to gain
Cebu Governor Pamela S. Baricuatro used the province's participation to pitch investment opportunities directly to international business leaders. At the Philippine Investment Forum held during CAEXPO, she personally presented three province-owned properties as sample investment opportunities, stressing that these represent only a small slice of what Cebu has to offer.
The province is looking at potential partnerships and investments across several sectors — tourism, agriculture, manufacturing, technology, renewable energy, and infrastructure.
Also part of the delegation are Cebuano companies exhibiting at the Commodity Pavilion, giving them a shot at connecting with potential buyers, distributors, and business partners. For the Provincial Government, this whole push for trade, tourism, and investment ties back to a bigger goal — creating opportunities that eventually mean jobs and livelihood for Cebuano communities.
The essentials
Where: Nanning International Convention and Exhibition Center (NICEC), Nanning, Guangxi, China
When: The province's participation runs until September 21, 2026
Sectors in focus: tourism, agriculture, manufacturing, technology, renewable energy, infrastructure
Who's involved: Provincial Government of Cebu, alongside the private-sector delegation and Cebuano MSMEs
Goal: Build trade and investment partnerships that eventually translate into jobs and livelihood for Cebuanos
📌 QUICK SUMMARY
What: Cebu was featured as "Province of Charm" at the China-ASEAN Expo (CAEXPO) 2026, aiming to draw trade, investment, and jobs for Cebuanos
Where: Nanning, Guangxi, China (Nanning International Convention and Exhibition Center)
When: Cebu's participation runs until September 21, 2026
Who benefits: Cebu MSMEs, local businesses, and the Cebuano community through new trade and investment opportunities
Source: Capitol Public Information Office (PIO), Provincial Government of Cebu