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| Iloilo City Markets as center of commerce, community and tourism. |
Once known
primarily as centers of trade, Iloilo City’s public markets have evolved into
vibrant hubs of community, tourism, and entrepreneurship through the Iloilo
City Government’s continuing modernization and development initiatives under
Mayor Raisa Treñas’ Rise-To-Action Framework.
Through the
I-Tienda Pa More Program, the Local Economic Enterprise Office (LEEO), together
with its partners and stakeholders, fosters a culture of shared responsibility
and innovation among market vendors, consumers, and government agencies while
strengthening the identity and competitiveness of Iloilo City’s public markets.
The
initiative promotes vendors’ products and services, highlights market activities,
expands the digital presence of public markets, and encourages consumers to
support local enterprises. It also serves as a platform for sharing market
updates, success stories, promotional campaigns, and community events that
showcase the vibrancy of Iloilo City’s public markets.
These
initiatives have so far generated 546,568 reach and engagements, while the
city’s public markets have recorded nearly eight million foot traffic as of
June 2026.
To ensure
that market modernization translates into greater economic opportunities, the
city government has also invested in the development of its vendors. Through
the Uswag Negosyo Academy (UNA) and other entrepreneurship and livelihood
initiatives, hundreds of market vendors have strengthened their entrepreneurial,
business management, and digital skills.
Moreover,
the city’s public markets have also become venues for healthy and active
living. The Iloilo Central Public Market and Iloilo Terminal Public Market
regularly host Zumba saMerkado, while these two facilities, together with three
other district public markets, also serve as venues for the city’s USGwaps
Wellness Program, bringing health and wellness activities closer to market
vendors and residents.
Complementing
these initiatives is the I-Wasto program, which promotes fair and transparent
market transactions by certifying compliant stalls that practice accurate
weighing. Since its launch last year, the program has strengthened consumer
protection and public confidence in the city’s markets. As part of its
implementation, 238 weighing scales were inspected and monitored to ensure
compliance with fair trade standards.
Meantime,
the redeveloped Central and Terminal markets continue to gain recognition as
models of public market modernization through the city’s successful
public-private partnership (PPP) with SM. Along with other redeveloped public
markets of the cities, the modern market facilities and improved operations
have made them preferred destinations for learning and benchmarking.
In the first half of 2026 alone, the city’s redeveloped public markets welcomed benchmarking delegations from the local governments of Iligan City, Polomolok, Dumarao in Capiz, San Jose in Antique, and Cabuyao, Laguna; Compagnie du Ponant, a French cruise company; the Philippine Daily Inquirer; the IRANUN Development Council; FIR Investors; the ASEAN Working Group Committee; and the Baguio Business Club.
The markets likewise hosted benchmarking visits in 2025 from the Municipality
of Tigbauan, the Department of the Interior and Local Government (DILG) Region
VI, the City Government of General Santos, and the City Government of San
Pablo, Laguna.
Further
highlighting the markets’ growing prominence, the facilities have also welcomed
distinguished visitors, including Presidential Communications Office
Undersecretary Claire Castro, veteran broadcast journalist Ces Drilon, and
former Senator Franklin Drilon.
“Our public markets are no longer just places where people buy and sell goods. They have become symbols of innovation, inclusive economic growth, healthy communities, and Ilonggo pride. Through these initiatives, we continue to create markets that are modern, transparent, competitive, and truly serve the needs of our people,” Mayor Raisa said. (Iloilo City/PIO)