The Department of Tourism (DOT) has welcomed the opening of NUSTAR Hotel Cebu, the first ultra-luxury Filipino hotel brand, as a major boost to high-end tourism and a strong showcase of the country’s distinct brand of hospitality on the global stage.

DOT Secretary Christina Garcia-Frasco said the launch of NUSTAR Hotel Cebu elevates Filipino hospitality to world-class standards and reinforces the agency’s efforts to attract high-value tourism investments.

Robinsons Land Corporation President and CEO Mybelle Aragon-GoBio said the development reflects the company’s commitment to promoting the country’s beauty and culture through premium accommodations and authentic Filipino service.

“From the very beginning, we envisioned this complex as a tourism landmark—one that would embody the pride, excellence, and heartfelt service that captures the essence of Filipino hospitality,” Aragon-GoBio said during the opening ceremony.

She also highlighted the recent partnership between DOT and Robinsons Hotels and Resorts to provide Muslim-friendly accommodations across its properties, describing it as a step toward making the country more inclusive and welcoming to travelers from diverse cultural backgrounds.

Frasco welcomed the initiative, saying it aligns with the government’s goal of creating inclusive, accessible, and culturally sensitive tourism experiences for all visitors.

The opening of NUSTAR Hotel Cebu follows the 2022 debut of FILI, Robinsons Land’s first five-star Filipino hotel brand, and is expected to further strengthen the country’s position as a competitive destination in the global luxury tourism market.