The Hotel, Resort & Restaurant Association of Cebu (HRRAC) is gearing up for a vibrant Sinulog Festival in January 2025, buoyed by the return of the grand parade to downtown Cebu City’s traditional route.
Alfred Reyes, president of HRRAC and general manager of bai Hotel, expressed optimism about the upcoming festivities.
“My forecast is that it will be a happy Sinulog, not just for the accommodation sector but also for the restaurant sector,” he said.
Reyes highlighted that the accommodation industry has responded positively to the parade’s relocation back to the old route, contrasting with the previous two years when the festival was held at the South Road Properties (SRP).
“When it was announced that it will be at SRP, of course we were dismayed. Now that it will be back to the old route, the industry suddenly becomes alive. In fact, as early as the first week of December, there are already hotels reporting 70% booked. Unlike before, it was really quiet even if it was already December,” Reyes added.
The return to the traditional parade route, announced by Cebu City Mayor Raymond Alvin Garcia in August, is expected to rejuvenate the local hospitality sector.
Mayor Garcia has urged hotels not to increase room rates during the festival season to maintain affordability for visitors.
In response, Reyes acknowledged the mayor’s appeal but emphasized the association’s limited authority over individual property decisions.
“While we urge the hotels not to spike their room rates during the Sinulog season, we cannot force them to do so. We are not a cartel,” Reyes said.
He noted that internationally managed hotels often have pricing mandates set by their chains, which prioritize maximum revenue and profitability for owners.
“Of course we always ask them not to increase, but it’s up to every property’s prerogative if they would like to increase or not, especially if the demand is there.”
Reyes assured that HRRAC has communicated Mayor Garcia’s request to its members, respecting the mayor’s directives while recognizing the economic challenges faced by the hospitality industry, including inflation and rising manpower costs.
“We always respect the mayor. We will convey the message, which we already did, but it’s up to the property level because it is already beyond the association’s duties,” he added.
In addition to accommodation, the restaurant sector is also expected to benefit from the festival’s return to the city center. Reyes anticipates increased patronage for eateries along the parade route, contributing to overall economic growth during Sinulog.
The HRRAC has reminded its members to adhere to existing city ordinances to ensure a peaceful and orderly festival.
“We always remind our members to ensure that they still follow the rules of the city ordinance to ensure a peaceful Sinulog. Hopefully, everyone will be responsible enough to make sure that the Sinulog is peaceful,” Reyes emphasized.
Sinulog, celebrated annually on the third Sunday of January, honors the Santo Niño (Holy Child) with elaborate street dances, parades, and religious ceremonies that showcase Cebu’s rich cultural heritage. The festival is a major tourist attraction, drawing millions of visitors and providing significant economic benefits to the local community.
CebuLifestyleChannel.ph