With the Department of Tourism projecting six million international tourist arrivals in 2025, the Philippines is on the cusp of a major tourism rebound. Nowhere is this momentum more visible than in Visayas and Mindanao (VisMin), with Cebu logging over 5.1 million tourist arrivals in 2024—a 37% surge year-on-year. This growth is not only reviving leisure travel but is also reshaping hubs like Cebu and Cagayan de Oro (CDO) as rising centers for MICE (Meetings, Incentives, Conferences, Exhibitions).
One of the most promising trends is the convergence of business and leisure travel, or bleisure–a fast-growing global segment blending work with discovery. At the forefront of this opportunity is Cebu-based premier developer AppleOne Group, positioning VisMin as the Philippines’ next world-class bleisure region.
The Rise of Bleisure: AppleOne Seizes Tourism-MICE Crossover in VisMin
VisMin’s Competitive Edge
Today’s travelers want more than itineraries; they seek purpose-driven experiences. Hybrid work models, digital nomadism, and lifestyle-driven travel have created a new breed of visitors who combine professional engagements with personal enrichment.
Cebu, already renowned for its natural beauty and strong tourism infrastructure, is uniquely positioned to serve this market. As the country’s second-largest urban center with an international airport at its doorstep, Cebu offers unmatched accessibility for both domestic and international tourists. It has one of the most advanced ICT infrastructures outside Metro Manila, supporting the needs of mobile professionals and corporate events alike.
Meanwhile, CDO is quickly emerging as Northern Mindanao’s MICE frontier, backed by its status as a major economic corridor and growing demand for convention-ready venues.
Combined with their world-class resorts, heritage attractions, culinary diversity, and thriving creative scene, the region allows travelers to shift effortlessly between boardrooms and beaches, making it a natural choice for today’s market. For the industry, this means new revenue streams, longer visitor stays, and rising demand for bleisure-ready destinations.
Bridging Business and Leisure
For over 15 years, AppleOne has championed developments that drive both economic growth and community pride. Its portfolio is now perfectly aligned with the rising appetite for bleisure across the VisMin region.
Leading the charge is Mahi Center, the company’s upcoming mixed-use business complex in Lapu-Lapu City. Set to feature office spaces, a boutique mall, and Fairfield by Marriott Cebu Mactan, a premier global business hotel designed to offer an inviting and effortless experience for both vacationers and business travelers.
Mahi Center is envisioned to support Cebu’s thriving business ecosystem while contributing to the vibrancy of local communities. Reflecting AppleOne’s vision for integrated developments, it will offer flexible spaces for meeting spaces, conferences and events, complemented by lifestyle-driven experiences that seamlessly blend work, leisure, and culture.
Meanwhile, Sheraton Cebu Mactan Resort continues to attract executives and corporate travelers seeking an elevated experience. Its beachfront location, airport proximity, and luxury amenities have made it a preferred choice for MICE conventions.
The resort has also set a new benchmark for luxury hospitality in the region, blending international standards with the warmth of Cebuano service. Beyond its beachfront allure, the resort is fast becoming a landmark bleisure venue: hosting executive retreats, networking events, and incentive travel, while elevating Cebu’s profile as a premier destination for both business and leisure.
Further south, the company is expanding its MICE-ready portfolio with the upcoming Radisson Blu Hotel & Residences Cagayan de Oro. Set to become the city’s first five-star hotel and branded residence, the development responds to a growing demand for large-scale events and corporate gatherings in Northern Mindanao, where quality MICE venues remain limited.
Together, these developments underscore AppleOne’s role in reshaping the region’s tourism landscape not just as a leisure destination but as a sophisticated gateway for global bleisure travel.
Growth with Local Impact
What sets AppleOne apart is its commitment to developments that uplifts communities and contribute to regional growth. Through partnerships with global brands like Marriott International, the company brings international standards to the South, while sourcing materials locally and championing homegrown suppliers and artisans.
As the Philippines prepares for a new tourism boom, AppleOne sees this not just as an industry rebound but as a generational opportunity to shape the region’s future.
By building integrated destinations where business, leisure, and local culture intersect, AppleOne continues to expand opportunities for the local workforce and economy, positioning VisMin as a next-generation bleisure hub in both the national and regional tourism landscape.
