Iloilo city: This highly urbanized city is stepping up preparations for the Association of Southeast Asian Nations (ASEAN) Summit and related meetings that will be hosted by the Philippines in 2026. Maria Lea Victoria Lara, director of the Meetings, Incentives, Conferences, and Exhibitions (MICE) Center, revealed that only Iloilo City and Boracay Island in Western Visayas were chosen for some of the meetings. However, details from concerned government agencies are still pending.

According to Philippines News Agency, Lara stated, "We will take the lead on what will be instructed by the host agencies that oversee the meetings," emphasizing the role of Mayor Raisa Tre±as in guiding the preparations. Starting next month, the city will conduct trainings to promote the Filipino Brand of Service Excellence (FBSE) among frontline stakeholders. Scheduled for November 10-11 and November 17-18, these seminars will be held in collaboration with the Department of Tourism, targeting those in the restaurant, tour operations, tour guiding, and transport sectors.

The city will also work with the Iloilo City Local Economic Development and Investment Promotion Office, which runs the Uswag Negosyo Academy. The Academy covers areas such as food handling and service. In addition, efforts to increase activities in Iloilo City include the creation of more circuits for tourism.

Together with Executive Assistant for Medical and Wellness Candice Magdalane Tupas, they have initiated a survey and inventory to develop circuits for food crawls, museums, and innovations, showcasing what Iloilo can offer. Lara highlighted the need for innovations to ensure memorable experiences for guests.

"We have been ready to admit international guests here," Lara said, citing a successful ASEAN subcommittee meeting on culture held last year. The upcoming events are seen as an opportunity for frontliners to gain valuable experience, reinforcing Iloilo City's aspiration to become a premier MICE destination.