ILOILO City – With the Philippines set to host the Association of Southeast Asian Nations (ASEAN) Summit and related meetings in 2026, Iloilo City is racing ahead to position itself as a premier international venue by upgrading its tourism, service, and event-readiness standards.
The Iloilo City Meetings, Incentives, Conferences, and Exhibitions (MICE) Center announced that the city — alongside Boracay Island — has been selected to host some of the regional meetings. Preparations are now underway to ensure world-class service and seamless coordination.
Maria Lea Victoria Lara, MICE Center director, said the city will align its efforts with national directives and the guidance of Mayor Raisa Treñas.
“We will take the lead on what will be instructed by the host agencies that oversee the meetings and the instructions of Mayor Raisa Treñas on how we will prepare this meeting,” she said.
To ensure top-notch hospitality, the MICE Center will roll out intensive training sessions starting next month under the Filipino Brand of Service Excellence (FBSE) program.
Conducted in partnership with the Department of Tourism (DOT), the seminars are set for November 10–11 and 17–18 and will cover restaurant staff, tour operators, guides, and transport service providers.
Lara said the trainings aim to elevate Iloilo’s hospitality standards. The initiative is also being coordinated with the Iloilo City Local Economic Development and Investment Promotion Office through its Uswag Negosyo Academy, which trains local entrepreneurs on food safety, service quality, and business innovation.
Beyond service improvement, the MICE Center is curating new tourism circuits to enhance visitor experience.
Together with Executive Assistant for Medical and Wellness Candice Magdalane Tupas, the team is mapping out attractions for a “food crawl,” museum tours, and innovation hubs that will highlight Iloilo’s culture, creativity, and cuisine.
“We have been ready to admit international guests here. Last year, we also had an ASEAN subcommittee meeting on culture. We are seeing more of that. It’s a good immersion for our frontliners if we really want to be a premier MICE destination,” Lara added.
Iloilo City aims not only to meet ASEAN’s logistical demands but to make a lasting impression as a hub of warm hospitality and cultural sophistication — solidifying its reputation as one of the Philippines’ most globally competitive cities./PN
