Cebu’s Brilliant Nustar Resort: The Gamechanger for Visayas Market

Why this story matters now

NUSTAR Resort fills that gap. Purpose-built on Kawit Point at South Road Properties (SRP)—the city’s fast-rising waterfront district—NUSTAR threads two luxury hotels, the largest convention center outside Metro Manila, destination dining and retail, and a curated entertainment mix into one seafront campus. The resort has opened in phases since 2022, with the ultra-luxury NUSTAR Hotel formally opening May 8, 2025—cementing Cebu’s claim to top-tier hospitality in the central Philippines.

Cebu has long been the heart of the Visayas—equal parts island paradise, heritage hub, and regional gateway. Yet for all its natural advantages, the province historically sent its largest conventions, luxury incentives, and premium retail moments to Metro Manila or overseas. The missing piece? A genuinely integrated resort with enough on-site rooms, venues, and lifestyle pull to keep visitors staying longer and spending locally.

This guide unpacks what’s inside NUSTAR, how its SRP location and CCLEX connectivity unlock new itineraries, why its MICE muscle changes the math for event planners, and what brands, travelers, and local stakeholders can do to ride the wave.

Where it sits—and why SRP is a cheat code

NUSTAR rises on Kawit Point (formerly Kawit Island) within South Road Properties, Cebu City. SRP is a 300-hectare reclaimed growth corridor that also hosts landmark developments like SM Seaside and new waterfront promenades. What elevates SRP from “nice to have” to “strategic” is the way it plugs into the region’s road network:

• Direct arterial access to Cebu’s city core along Cebu South Coastal Road.
• A quick link to Mactan (and the airport corridor) via the Cebu–Cordova Link Expressway (CCLEX)—the 8.9-km sea-crossing expressway connecting SRP to Cordova on Mactan Island.

NUSTAR’s official guidance pegs the airport-to-resort transfer at roughly 30 minutes via CCLEX under normal conditions, a practical win for conventions with tight arrival windows and for weekenders who want to maximize time on property.

What this means for the Visayas market

• Shorter, simpler transfers make Cebu competitive for 3–4-night MICE programs that previously defaulted to Manila.
• Drive-in visitors from Central/Western Visayas and Northern Mindanao get a one-stop premium campus—no flight to NCR needed.
• City + resort itineraries now feel seamless: heritage sites by day, NUSTAR dining/shopping/shows by night—all without the usual cross-town slog.

What’s inside NUSTAR: the mix that moves the needle

1) Dual-brand luxury: Fili Hotel and NUSTAR Hotel

NUSTAR’s room strategy is cleverly tiered:

• Fili Hotel — billed as the first authentic Filipino 5-star hospitality brand, with 379 rooms and suites that pair warm Filipino service with contemporary finishes. It fits corporate travelers, family getaways, and large room blocks for conventions.
• NUSTAR Hotel — the ultra-luxury flagship (officially opened May 8, 2025) with expansive rooms, elevated materials (think marble baths), skyline/sea views, and butler service targeting high-net-worth guests and C-suite delegations.

The two-brand ladder lets planners run tiered housing (suites for VIPs at NUSTAR Hotel; large blocks at Fili) without diluting brand experience—critical for hybrid incentive + conference weeks. Travel trade coverage and third-party listings further validate the positioning.

2) The MICE powerhouse: NUSTAR Convention Center

Cebu has hosted countless conferences, but venue scale and flexibility historically capped what organizers could bring to town. The NUSTAR Convention Center resets that ceiling:

• ~2,449 sqm interior with ~6 m ceiling height
• Three banquet halls plus lobby, pre-function foyer/hallway, open lounge, and bridal lounge
• Capacity of ~2,000 guests depending on configuration
• Positioned as the largest events venue outside Metro Manila

For event professionals, that translates into:

• Plenary + breakouts in one address, supported by on-site five-star room blocks
• Exhibition-friendly foyers and rigging heights that accommodate ambitious builds
• Short transfer times (SRP arteries + CCLEX) that keep tightly run show schedules on time

The upshot is simple: Cebu can now bid credibly for multi-day association congresses, trade shows, and consumer expos that formerly leapfrogged to the capital.

3) The Mall and destination dining: day-to-night reasons to stay

NUSTAR’s dining and retail play is curated for day-to-night circulation—from chef-driven concepts and steakhouses to Asian fine dining, cafés, and a food hall mix that works for families and social groups. The Mall’s evolving roster reflects an intent to keep guests on property—lunch after a morning session, shopping and spa mid-afternoon, then a celebratory dinner or lounge cocktails before the evening program. (Estate updates, press features, and third-party coverage showcase the foodscape’s ambition.)

4) Entertainment & gaming—within a complete resort ecosystem

Like leading integrated resorts worldwide, NUSTAR pairs non-gaming attractions with a regulated gaming floor to maintain year-round footfall. For guests, that means more show nights, lounge acts, and seasonal programming; for planners, it’s a way to offer varied social options without bussing delegations around the city. Always play responsibly and observe age restrictions and local rules.

Ownership, timeline, and an estate still expanding

NUSTAR is developed by Universal Hotels and Resorts, Inc. (UHRI) in partnership with the Cebu City Government at Kawit Point/SRP. The property opened in stages starting 2022, then activated major anchors: NUSTAR Convention Center in 2023 and NUSTAR Hotel in May 2025. Official releases and media notes indicate a multi-year build-out ahead, with retail and experience layers continuing to scale as demand grows.

How NUSTAR rewires the Visayas visitor economy

A. MICE gravity shifts south

Cebu already had flight connectivity and natural appeal. What it lacked was a single campus with enough rooms, venue scale, and high-end dining to keep large events self-contained. With NUSTAR, organizers can now land 1–2K-delegate shows on a scenic seafront, walk to dinners, and schedule spillover activations in The Mall—all without complex cross-city shuttling. Expect more regional and international bids where Cebu is competitive on venue specs, access, and guest experience.

B. A “ladder of luxury” that expands the addressable market

Pairing Fili (authentically Filipino five-star) and NUSTAR Hotel (ultra-luxury) lets the estate address adjacent price tiers under one destination brand. For corporate incentives, that means presidential suites for top performers and premium room blocks for the wider group—logistically tighter and often more cost-efficient than splitting properties across town.

C. Year-round programming beats seasonality

Because NUSTAR combines events, retail, restaurants, and entertainment, it can shoulder-season its calendar: think mid-week conferences, culinary festivals, and brand showcases that keep staff employed and revenue streams steady beyond traditional beach peaks.

D. Connectivity compounds value

The CCLEX-to-SRP combo is more than a pretty bridge—it’s the operational backbone that compresses travel time and keeps programs tight. For VIPs flying in for 48-hour site visits, every minute shaved off transfers increases the likelihood they’ll sign on Cebu vs. another city.

A practical planner’s playbook (save this)

Right-size the venue.

• Use the largest ballroom for plenary (1,000–2,000+) and partition for breakouts. Map pre-function foyers to sponsor lounges and B2B pods.

Tiered rooms without the headache.

• NUSTAR Hotel for C-suite and VIPs; Fili Hotel for general delegates. Quote both in your RFP—on-site, walkable, coherent brand standards.

Program the estate, not just the hall.

• Welcome cocktails at a signature restaurant, dine-around vouchers in The Mall on night two, and an awards gala back at the ballroom. This creates novelty without buses.

Lock transfers early.

• Coordinate airport windows via CCLEX; stagger arrival waves; pre-block coach lay-bys at the convention dock.

Sustainability starts simple.

• Choose local suppliers, print QR-based agendas, and design menus that highlight Visayan produce—great storytelling with a lighter footprint.

A weekend visitor’s loop (48–72 hours)

Day 1: Check-in + sunset
Arrive via CCLEX, check into Fili or NUSTAR Hotel. Walk the estate, then book a steak or Asian fine-dining table. Nightcap at a lounge.

Day 2: Heritage + Mall
Morning visit to Magellan’s Cross and Fort San Pedro (off-property), then back to The Mall for lunch, spa, and shopping. Catch an evening show or curated chef’s dinner.

Day 3: Sea + slow
Half-day on Mactan for snorkeling or island hopping; return for tea, a last-minute shop, and an early dinner before your flight—transfers via CCLEX keep timing predictable.

For brands: how to activate at NUSTAR (and measure it)

• Own a micro-moment. Sponsor the coffee garden outside your session room or a sunset lounge hour with QR-driven sampling.
• Tell the Cebu story. Co-design a chef’s table that pairs your product with Visayan ingredients; capture short-form content for socials.
• Create a discovery trail. Use a digital stamp card across selected boutiques and cafés in The Mall; reward completion with an exclusive tasting or swag.
• Measure beyond impressions. Track scan-to-store, dwell time in your lounge, and offer redemptions; correlate spikes with your speaking slot or evening gala.

Responsible travel & play

NUSTAR is a holistic leisure campus; some guests will enjoy the gaming floor, many will not. Either way, build a plan that respects age limits, local laws, and personal budgets. If gaming is not for you, the estate offers plenty of non-gaming draws: restaurants, retail, spa, and special events.

Risks & realities (so you can plan around them)

• Peak-day congestion. Big show days compress transfers. Solution: pre-clear arrival windows, advise delegates to travel light, and publish walking maps for intra-estate movements.
• Weather swings. Cebu is tropical; afternoon squalls happen. Book indoor-first headline programming, then add outdoor options as bonuses.
• Rooms vs. rates. Ultra-luxury suites are premium by design. Mix NUSTAR Hotel (VIP) with Fili (scale) to keep package value compelling.

What’s next (and why momentum matters)

Estate communications and media pieces point to a multi-year pipeline—more retail, dining, and experience layers through the mid-2020s. With the Convention Center already anchoring year-round events and the NUSTAR Hotel completing the luxury stack, Cebu is positioned to draw bigger, more global programs—and to keep them on property.

For the wider Visayas economy, that means jobs and skills across hospitality, culinary, events production, and retail; ancillary businesses (creative studios, logistics providers, AV and staging) getting busier; and destination storytelling that puts Cebu’s culture and cuisine in front of international audiences.

FINAL VERDICT

NUSTAR Resort is Cebu’s first true large-scale integrated resort, positioned to reshape tourism and the MICE (meetings, incentives, conferences, exhibitions) landscape across the Visayas. Built on Kawit Point within South Road Properties (SRP), it consolidates two luxury hotels, the region’s largest off-Manila convention center, destination dining and retail, entertainment, and a regulated gaming floor into one seafront campus. SRP’s arterial roads and the Cebu–Cordova Link Expressway (CCLEX) cut airport transfers to roughly 30 minutes, turning Cebu into a realistic host for 3–4-night conventions and high-end weekend escapes.

Hospitality stack. The resort’s dual-brand strategy covers adjacent luxury tiers: Fili Hotel—touted as the first authentic Filipino 5-star brand with 379 rooms and suites—and the ultra-luxury NUSTAR Hotel (opened May 8, 2025), offering expansive rooms, elevated finishes, and butler service for VIPs and C-suite guests. This “ladder of luxury” lets planners place VIPs in suites while housing larger delegations next door, all within a walkable estate.

Casino-Backed Sportsbooks: Amazing New Bet in the Philippines

MICE engine. The NUSTAR Convention Center delivers ~2,449 sqm of interior space, ~6-meter ceilings, three banquet halls, and flexible pre-function areas for up to ~2,000+ guests, making it the largest events venue outside Metro Manila. The scale and modularity allow plenaries, breakouts, exhibits, and gala dinners without resort-hopping or complex shuttles.

Lifestyle gravity. The Mall at NUSTAR and a growing roster of chef-driven concepts create day-to-night circulation—brunch and shopping, spa time, fine-dining or lounge cocktails, then a show—keeping guests on property and smoothing seasonality with year-round programming. Entertainment and a regulated gaming floor add optionality; non-gaming visitors still have abundant dining, retail, and event choices.

Build-out & impact. Developed by Universal Hotels and Resorts, Inc. (UHRI) with the Cebu City Government, NUSTAR opened in phases starting 2022, activated the convention center in 2023, and launched the NUSTAR Hotel in 2025. Estate communications point to continued retail and experience expansion through the mid-2020s. Economically, the estate drives hospitality, culinary, events, and retail jobs; attracts ancillary businesses (AV, staging, logistics, creative); and elevates Cebu’s destination story.

Why it’s a game-changer. NUSTAR gives Cebu the venue scale, room inventory, and connectivity it previously lacked—shifting MICE gravity south, enabling tiered luxury housing, and compressing logistics via CCLEX. For planners, brands, and travelers, it’s a one-stop, premium campus that finally lets the Visayas host big on its own terms.

Strong call-to-action

Planning a conference or incentive in Cebu? Tell me your target dates, group size, and must-have experiences (e.g., chef’s table, beach half-day, gala with entertainment). I’ll reply with a custom NUSTAR checklist—from room-block strategy (Fili vs. NUSTAR Hotel) to ballroom partition options, AV/rigging notes, and CCLEX transfer plans—so you can pitch (and deliver) with confidence.

FAQs

Cebu has waited for an integrated resort with this level of scale, style, and connectivity. With NUSTAR, the Visayas finally owns a campus that can host the world—on its own terms.