Guimaras Manggahan Festival eyes PHP 100M tourism boost

By Mariela Angella Oladive

The province of Guimaras is aiming to sustain more than PHP 100 million in tourism receipts this year as it rolled out a rebranded and expanded 34th Manggahan Festival highlighting culture, tourism, and the island province’s globally recognized mango industry.

The 10-day festival, which opened May 15 and runs until May 24, carries the new tagline “The Sweetest Festival,” reflecting what officials described as a broader effort to promote not only Guimaras mangoes but also the province’s heritage, communities, and tourism experience.

Gov. Ma. Lucille Nava said this year’s celebration is designed to be “more vibrant, more competitive and more representative” of the stories and identity of Guimarasnons.

“It would be an upgraded, better, more vibrant festival,” Nava said during the opening press conference.

The provincial government allotted PHP 40 million for this year’s celebration, which includes staple events such as the music festival, Miss Guimaras pageant, cultural presentations, and the provincehood anniversary celebration.

A major highlight on May 24 will be the cultural competition featuring the five municipalities of Buenavista, Jordan, Nueva Valencia, San Lorenzo, and Sibunag.

Provincial Tourism Office officer-in-charge Jaypee Kein Entredicho said the rebranding reflects the “vibrant spirit” of Guimarasnons while placing the province’s five municipalities at the center of tourism development.

“The sweetest is not just the taste,” Entredicho said, explaining that the campaign also promotes the overall experience of visiting the island province.

The festival likewise marks the 34th provincehood anniversary of Guimaras, which officially became a province on May 22, 1992, after previously serving as a subprovince of Iloilo.

Provincial Economic Development Officer Francisco Gentoral said officials are optimistic the province can match or exceed last year’s tourism performance despite current economic challenges.

Records from the provincial government showed that the 2025 festival attracted more than 40,000 visitors and generated around PHP 105 million in tourism receipts, with trade fairs, food-related businesses, and tourism activities among the major contributors.

Gentoral said the province hopes the rebranding initiative will encourage repeat visitors and strengthen Guimaras’ tourism identity.

Tourism demand has already surged ahead of the festival’s peak activities, with accommodation establishments across the province reported fully booked during the celebration.

To accommodate the influx of tourists, sea trips between Iloilo City and Guimaras were extended until 2 a.m., while additional trips may be deployed if necessary.

Meanwhile, Provincial Agriculturist Alvin Nava said 18 metric tons of mangoes were prepared for the “Mango Eat-All-You-Can” activity, 5 metric tons higher than last year’s supply.

Festivalgoers may consume unlimited mangoes for PHP 100 within 30 minutes, with operating hours extended until 7 p.m. during weekends.

Congressman JC Rahman Nava also emphasized the province’s continuing efforts to protect the quality and reputation of Guimaras mangoes, the first product in the country to receive a geographical indication seal.

A geographical indication seal identifies goods as originating from a specific place, where a product’s quality, reputation, or other characteristics are linked to its geographical origin.