If Iloilo Wants to Win in MICE, It Needs to Win in CX

By Ken Lerona

The rhythmic beating of the drums, the vibrant colors of the streets, and the infectious energy of performers—this year’s Dinagyang Festival once again showcased Iloilo’s unmatched cultural heritage. Visitors left with hearts full of awe, raving about not only the spectacular festivities but also the warm hospitality of the Ilonggos.

Yet, while we celebrate another successful Dinagyang, we must ask ourselves: what comes next? How do we turn these moments of festivity into sustained economic growth? The answer lies in positioning Iloilo as a top-tier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). But to do so, Iloilo must elevate its Customer Experience (CX).

Beyond the Festivities: Iloilo’s MICE Potential

Iloilo is blessed with modern infrastructure, from bustling conference centers to world-class hotels. It boasts rich heritage sites, museums, a thriving gastronomy scene, and scenic tourist spots. The city and province have what it takes to host major MICE events.

However, in the competitive MICE landscape, having the facilities isn’t enough. Winning in MICE means ensuring every delegate, organizer, and visitor feels valued at every touchpoint—from the moment they book their trip until they bid farewell to Iloilo.

Customer experience, in this context, is about creating a seamless, memorable journey for guests. It’s not just about “service with a smile”; it’s about orchestrating an entire ecosystem where every interaction—whether with a security guard, a front-desk clerk, or a waiter—is marked by warmth, professionalism, and consistency.

CX as a Community Task

Elevating CX isn’t the sole responsibility of hotels, restaurants, or event venues. It’s a collective endeavor—a community task.

Businesses and local government units (LGUs) must actively involve the broader community in creating a culture of hospitality. From the taxi driver who ferries tourists to their hotels to the vendor at the market selling Ilonggo delicacies, every interaction shapes a visitor’s perception of Iloilo.

Communities in Cebu and Palawan have exemplified this inclusive approach. In Cebu, MICE guests often commend not just the conference organizers but also the courteous drivers, knowledgeable tour guides, and attentive restaurant staff who contribute to their seamless experience. Palawan, particularly in El Nido, takes pride in training even boat operators and souvenir sellers to engage tourists with professionalism.

Imagine an Iloilo where every community member feels a shared responsibility to treat visitors as honored guests. This unified effort would be transformative, not only for MICE but for Iloilo’s reputation as a destination of choice.

The “Malambing” Gap: Kindness Meets Professionalism

Ilonggos are popularly known to be malambing, our gentleness often leaving a lasting impression on visitors. But kindness, while invaluable, needs to be paired with professional training to meet the standards of a world-class MICE destination.

Many front-liners lack formal customer service training, which can result in inconsistencies that detract from the overall experience. A conference delegate might rave about the city’s charm but express frustration over a disorganized check-in or uncoordinated transport. These seemingly small issues can cast a shadow on Iloilo’s potential to shine in the MICE industry.

To bridge this gap, we must invest in comprehensive training programs across all levels of the tourism and MICE value chain. Senior managers, who set the tone and policies, need to model customer-centric leadership. Front-line staff, from hotel receptionists to store cashiers, must be equipped with skills that go beyond pleasantries—skills that include problem-solving, cultural sensitivity, and anticipating guest needs.

The Roadmap for Iloilo’s CX Transformation

To position Iloilo as a MICE leader, we need a holistic, strategic approach to customer experience. This begins with collaborative training programs where LGUs, business owners, and community leaders join forces to fund and implement regular CX initiatives. These programs should be designed by experienced professionals who understand branded CX and can customize their approach to reflect Iloilo’s unique cultural identity.

Equally important is fostering community engagement through awareness campaigns that inspire pride and a shared sense of responsibility among residents. Every Ilonggo must recognize their role in shaping the city’s reputation, whether as a front-line worker or as a casual interaction in public spaces.

The visitor journey must also be meticulously designed end-to-end, from pre-arrival planning to post-departure feedback. Every touchpoint—be it airport transport, hotel check-ins, or curated tourist activities—should be thoughtfully orchestrated to deliver ease, efficiency, and delight.

Recognizing and rewarding individuals and businesses that excel in CX will help motivate others to raise their standards. By celebrating those who go above and beyond, Iloilo can nurture a culture of excellence and innovation in customer experience.

Winning in MICE, Together

MICE isn’t just about hosting large conferences or exhibitions. It’s about creating an environment where every guest feels welcomed, valued, and inspired to return—not just for work, but for leisure, with friends and family in tow.

If Iloilo is to compete with the likes of Cebu, Palawan, or even Southeast Asia’s renowned destinations, it must commit to CX as a core strategy. This commitment requires investments not only in infrastructure but also in people, training, and a shared vision of hospitality excellence.

Let us come together as one community, building on the foundation of our gentle spirit and transforming it into a professional standard that elevates Iloilo. By doing so, we not only win in MICE—we ensure that every visitor carries the heart of Iloilo with them, wherever they go.

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Ken Lerona is a marketing and branding leader with over 20 years of experience across consumer, telecommunication, real estate, logistics technology, and consumer finance technology industries. He gives talks and workshops for private and government organizations. He is also a consultant of reputational risk management. Find him on LinkedIn at www.linkedin.com/in/kenlerona.