Content Writer: Janice Chew • Thursday, 26/02/2026 - 09:31:09 - AM
China’s Ambassador to the Philippines, Huang Xilian, has called for the launch of a direct air route between Cebu and Xiamen to further strengthen economic and people-to-people ties between the two countries.
The proposed Cebu–Xiamen connection is seen as a strategic move to enhance tourism, trade and investment flows, particularly as both governments work to stabilise and deepen bilateral relations. Cebu, a major tourism and business hub in the central Philippines, would benefit from improved connectivity to China’s Fujian province — a region with strong commercial links to Southeast Asia.
For the broader travel and gaming sectors, expanded air access is a critical growth driver. Direct routes typically stimulate inbound tourism, benefiting hotels, integrated resorts and retail segments across host destinations.
As regional aviation capacity continues to recover, route diplomacy is once again becoming a key lever in Asia’s tourism and investment strategy.