NUSTAR Resort & Casino, on Cebu in the Philippines, is positioning itself as a valuable addition to the tourism offer of the holiday island and the country, so that visitors look beyond the traditional Manila market, says NUSTAR’s chief operating officer (COO), Sean Knights.
The executive told GGRAsia in an interview, that NUSTAR is the first purpose-built Philippine integrated resort (IR) to be located “outside of the Manila market and its surroundings”.
Mr Knights noted: “I think that positions us extremely well, not just within the local market, but in a regional context,” he added. “We add another tourist appeal to the broader market… whether that’s local, regional, or international, it just makes it another reason to come to Cebu.”
NUSTAR Resort & Casino launched in May 2022, with the gaming venue and the 379-room “Fili” hotel brand. In May last year, the complex opened the luxury NUSTAR Hotel tower, with 223 rooms.
The casino complex is owned and operated by Universal Hotels and Resorts Inc, which is a privately-owned company by the Gokongwei Group. The Gokongwei family is at the helm of the Philippines-listed JG Summit Holdings Inc, which controls a number of brands such as Robinsons Land Corp, Universal Robina Corp, and the air carrier Cebu Pacific.
Mr Knights said the scale and quality of NUSTAR’s offering distinguished the property. “The quality of what we offer differentiates us from most of the tourism destinations, particularly for those customers looking for an integrated experience,” he noted.
The executive also highlighted Cebu’s variety of surroundings as a key advantage, noting the island’s ability to offer nature, adventure, and leisure experiences.
“What sets Cebu apart is the wide range of activities aside from beaches and theme parks,” he said. “You can go swimming with whale sharks, or go from there to canyoneering and then swim with sardines, or go hiking. It has such a diverse offer that I think it’s a plus for the destination.”
He added that NUSTAR aims to complement rather than compete with these attractions. “We want to contribute to that and be part of that ecosystem,” he noted.
Developing an international base
The IR concept – combining accommodation, gaming, shopping, dining and entertainment – provides additional scale to Cebu’s largely leisure-driven tourism market, Mr Knights said.
“I think that the breadth of what an IR offers differentiates us. It’s also why IRs are successful, because they don’t just rely on one or two segments of the market,” he noted. “There’s broader appeal, whether it’s a hotel stay, a shopping mall, gaming or food and beverage. That positioning for Cebu is a real positive,” the COO added.
In terms of customer demographics, Mr Knights said the property currently relies on local demand in the different business segments, though Cebu’s population and tourism base already reflect diverse nationalities.
“We do lean heavily into the locals market, but even within Cebu, there’s a diverse cross-section of nationalities,” he said, noting a strong presence of South Korean nationals.
He added that the resort is actively targeting growth in domestic travel beyond Cebu, while continuing to develop international markets amid growing regional competition.
“Internationally, it’s still a developing market, as there’s a lot of competition… but given where we are, how we operate and what we provide, we’re almost a unique proposition,” the executive told GGRAsia.
Mr Knights, who took on the COO role at NUSTAR Resort & Casino in February 2025, described the Cebu market and the complex as offering significant growth potential.
Over the past year, management has prioritised accelerating development of the NUSTAR Hotel tower and refining the resort’s offerings.
“When I arrived, the NUSTAR Hotel was still essentially a work in progress. Accelerating that was critical,” he explained.
The resort will continue enhancing its offerings to attract more visitors and strengthen its position as a tourism anchor in Cebu and the broader Philippines market, Mr Knights noted.
“We continue to refine our offering… to ensure that the products we provide are both fit for purpose, but that we’re also going to be adding value to drive customer visitation,” he stated.
* Disclosure: The GGRAsia reporter was a guest of NUSTAR Resort & Casino.
