ILOILO CITY — Mayor Raisa S. Treñas is transforming Iloilo’s modern public markets into vibrant tourism hubs by offering rent-free display spaces to producers from across Western Visayas. The initiative invites visitors to discover the region’s best crafts, delicacies, and specialties under one roof.
A Regional Showcase Under One Roof
The Central Market and Jaro Market will soon feature dedicated zones where partner provinces can exhibit their products without paying rental fees. Tourists and locals alike will find native textiles, artisanal foods, and unique handicrafts from Aklan, Antique, Capiz, Guimaras, and Iloilo province. This curated collection turns everyday shopping into a cultural journey.
Mayor Treñas unveiled the plan during the Western Visayas Business Conference & Expo on Wheels, where she served as keynote speaker. She stressed that the scheme strengthens regional partnerships while making Iloilo a gateway to the entire region. By consolidating Western Visayas’ best offerings, the markets become a must‑visit destination for travelers seeking authentic local experiences.
Modern Markets as Tourism Magnets
Iloilo’s public markets have undergone a dramatic transformation. The Central Market and Terminal Market were redeveloped through a public‑private partnership with SM Prime Holdings, while the city government financed the upgrade of Jaro, La Paz, and Arevalo markets. These facilities now boast solar panels, rainwater harvesting, spacious layouts, and improved sanitation.
The revitalized spaces have already attracted benchmarking visits from other local government units and private organizations. Tour guides now include market tours in their itineraries, highlighting the blend of heritage architecture and modern commerce. The rent‑free initiative adds another layer, turning the markets into living galleries of regional craftsmanship.
Empowering MSMEs Without Rent
For micro, small, and medium enterprises, the removal of rental costs is a game‑changer. Many small producers cannot afford commercial booth fees, which limits their reach to local fiestas or occasional trade fairs. By offering free floor space in high‑traffic markets, the city gives these entrepreneurs sustained exposure to both residents and visitors.
The initiative builds on Iloilo’s reputation as a UNESCO Creative City of Gastronomy. Food stalls featuring batchoy, fresh seafood, and native sweets already draw crowds; now, neighboring provinces can share their culinary treasures. A tourist strolling through Central Market can sample Guimaras mangoes, Antique’s woven bags, and Capiz’s dried fish all in one stop.
Strengthening Regional Partnerships
Mayor Treñas, who also chairs the Economic Development Committee of the Regional Development Council 6, emphasized the importance of inter‑province collaboration. The rent‑free spaces are not merely a promotional tool but a strategic effort to link Iloilo with the broader Western Visayas economy. When tourists buy products from Aklan or Capiz, they directly support livelihoods across the region.
The plan also complements the national MSME Month celebration, reinforcing the government’s push to integrate small businesses into the tourism value chain. By making markets a showcase for regional identity, Iloilo City positions itself as the commercial and cultural heart of Western Visayas.
A Model for Market Tourism
The concept of “market tourism” is gaining traction globally, and Iloilo’s approach offers a Philippine blueprint. Instead of sterile souvenir shops, visitors interact with vendors, learn the stories behind the products, and enjoy freshly prepared local dishes. The rent‑free model ensures that the most authentic goods—from heirloom rice to handwoven hablon—reach the public.
As the initiative rolls out, the city expects increased foot traffic and longer visitor stays. The markets are no longer just places to buy groceries; they are destinations where heritage, gastronomy, and commerce converge. Iloilo continues to prove that tourism can be inclusive, sustainable, and deeply rooted in community pride.
