‘Visit Iloilo’ tourism campaign takes off

By Mariela Angella Oladive and Joseph Bernard A. Marzan

In a major stride to establish Iloilo as a top global destination, the city launched its “Visit Iloilo” campaign on Monday, April 15.

The Iloilo Festivals Foundation Inc. (IFFI), in partnership with Megaworld Corporation and backed by local government units, the Department of Tourism of Region 6, the Tourism Promotions Board, the Philippine Chamber of Commerce and Industry of Iloilo (PCCI), and the Iloilo M.I.C.E Alliance, unveiled the initiative at the Iloilo Convention Center.

Attending dignitaries included Iloilo Governor Arthur Defensor Jr., Iloilo City Mayor Jerry Treñas, Philippine Tour Operators Association President Arjun Shroff, and Megaworld Hotels and Resorts Managing Director Cleofe Albiso.

Fifty partners signed a commitment wall, signifying a unified effort to draw tourists and highlight Iloilo’s historical and cultural richness.

Allan Tan, IFFI President, spoke of the campaign’s potential to leave a transformative legacy.

Tan describes the new campaign as an “attempt to further promote Iloilo into becoming one of the premier tourist destinations here in our country.”

“It is an invitation for everyone to immerse themselves in our Ilonggo history, heritage, and hospitality,” Tan said.

Tan added that further activities from the campaign will be unraveled in the next few months, and will also be featured in IFFI events including proposed gastronomy and dragon boat festivals in the city.

“Visit Iloilo is an endeavor to elevate Iloilo as the Philippines’ festival capital,” said Tan. “It’s about delving into our heritage and hospitality.”

Mayor Treñas reiterated the sentiment, pledging full support for the campaign that complements recent urban improvements and private sector growth in tourism. He looks forward to introducing the charms of Iloilo City to a global audience.

“Iloilo City has thrived as a cultural and tourist hub for years in the Philippines. It’s a place where visitors keep on coming back as they are captivated by our lively festivals and rich cultural heritage. However, our ambition is to level up continually,” the mayor said.

“The recent investments in public spaces, alongside private sector initiatives expanding our tourism activities and grander festivals, demonstrate our collective commitment to solidifying Iloilo City as a premier destination. Our prestigious UNESCO Creative City of Gastronomy Award further amplifies this momentum,” he added.

Defensor invited visitors to explore Iloilo’s “Fun, Foodie, Friendly” attractions, aligning with city and provincial branding efforts.

Albiso emphasized the campaign’s inclusive vision, which will feature an e-commerce platform showcasing local businesses, and the importance of unified marketing efforts.

The campaign, she said, is aimed to be inclusive and is not limited to bigger business enterprises.

“We just wanted to have the trigger to gather everybody, to unify our voice, and really amplify it. It’s even evolving. We just wanted to make sure that everyone synergizes. Our efforts are there. We can keep talking about Iloilo and we want to take it to higher platforms,” Albiso said.

Data from the Department of Tourism-Region 6 indicated that the city and province of Iloilo enjoyed a total of 886,283 and 318,535 tourist arrivals last year, translating to P11 billion in tourist receipts.

The Philippines’ gateway to many more destinations in Western Visayas is tapping into all partners from air, land, sea transportation, accommodations, recreation, shopping, destination, and other establishments for an alliance that ties up a well-rounded experience for a variety of guests in search of their next adventure.

From its straightforward title, “Visit Iloilo” gestures the ultimate response for would-be guests to act.

This unified effort serves as the industry’s local arm that will elevate all that is good about the city as it cascades it across channels, platforms, and discussions where buyers are also present.

Along with this is to create consistent digital awareness campaigns and new tour packages, with the goal of boosting tourist receipts and economic gains for the city.

As “Visit Iloilo” sets sail, it proves to be more than just a campaign, but a collective endeavor to showcase the best of Iloilo.

With a shared vision and unwavering commitment, Iloilo looks forward to welcoming travelers from near and far, inviting them to discover, experience, and ultimately, love Iloilo.