The CBM 2012, with its theme SOAR HIGHER CEBU!, aims to propel Cebu businesses to attain the highest achievement in terms of growth, profitability and long-term sustainability in as many industries possible. The month-long celebration is expected to sustain projects and developments in Tourism, ICT-BPO, Entrepreneurship and Emerging Industries. The Governor encouraged CCCI to establish relevant, attainable and viable activities relevant to the current needs of the local business community, particularly to the micro, small and medium enterprises (MSMEs).

In support to the Governor's provincial tourism programs, the Chamber will initiate Serbisyo Eskwela Turismo (SET), an immersion project in partnership with the Province of Cebu and the academe. The SET will complement the countryside program of the Province of Cebu called the Suroy-Suroy Sugbu which accelerated the number of tourists in the countryside. The Governor said that there is a need to come up with a clear master plan and guide to establish a standard of tourism infrastructure and services which includes marketing and branding a community tour package, addressing basic needs and services of tourists and ensuring the sustainability of Cebu's attractions.

The highlights in the 2012 CBM are the Tourism Congress, Tourism Congress Night, 2012 CBM Expo, Region 7 MSME Conference and the launching of the ASEAN ICT Awards and the national e-Gov Awards during the Cebu ICT & BPO Conference 2012.

The CBM 2012 will continue to consistently promote Cebu as an investment and tourism hub in the Asia-Pacific Region. With the unwavering support of the Province and City of Cebu, the celebration of the 2012 Cebu Business Month will definitely be a great success.