In a statement Monday, CEB said it started operating the Tuesday and Saturday services from Cebu to here on Dec 8, 2012.
The maiden flight will leave Cebu at 4.45 pm and arrive here at 8.10pm.
The return flight will depart Cebu at 8.55 pm and arrive at 12.20 am the next day, it said.
It said the year-round fares for this route would start at RM395.
"CEB also flies from here to Manila daily and from Kota Kinabalu to Manila thrice weekly," it said.
CEB vice-president for marketing and distribution, Candice Iyog, said Cebu was well-known for its colourful festivals, diverse marine life, pristine beaches and rich history.
She said CEB was happy to offer travellers from Malaysia even more opportunities to visit the province, especially with its trademark lowest fares and direct flights.
"We look forward to working with our tourism and travel partners for a fruitful direct linkage between Kuala Lumpur and Cebu," she said.
Meanwhile, Malaysia Airports Holdings Bhd general manager of marketing, Mohamed Sallauddin Mat Sah, said MAHB was confident this operation would meet great success with the abundance of tourism opportunities between Malaysia and Philippines. - Bernama