Every January, the streets of Iloilo come alive with the rhythmic beats of drums, dazzling performances, and a sea of smiling faces. The Dinagyang Festival isn’t just a cultural event; it’s Iloilo’s grand showcase—a moment when the entire nation, and even parts of the world, turns its gaze to our city and province.

But after the last Ati warrior dances off the stage and the final tourist packs their bag, how do we sustain this energy? How do we ensure that Iloilo remains top of mind for tourists and investors—not just in January, but every single month of the year?

Let’s be clear: this isn’t the job of one mayor, agency, or sector. If we want to keep the “Iloilo Fever” alive, every Ilonggo—government, businesses, people’s organizations, the media, and yes, even the everyday citizen—must play their part. Keeping Iloilo exciting, relevant, and welcoming is a shared responsibility, and it starts with a united vision.

The Government: Iloilo’s Cheerleader-in-Chief

The government already does a commendable job promoting Iloilo to the outside world. But what I believe we need now is for our leaders to focus more on firing us up from within. The local government must take the role of Iloilo’s cheerleader-in-chief—reminding every Ilonggo that we are all ambassadors of our city and province.

Imagine if every barangay, every community, and every sector worked together toward a singular goal: making Iloilo the preferred destination for tourists and investors, 365 days a year. The government’s role here isn’t just about policies or infrastructure—it’s about inspiring action. It’s about creating programs that make every Ilonggo feel part of the bigger picture, from community mobilization to advocacy campaigns promoting local pride.

The Business Sector: Curators of the Iloilo Experience

For businesses, keeping the Iloilo Fever alive means going beyond selling products or services—it’s about creating memorable experiences. Whether it’s a restaurant offering unique takes on Ilonggo cuisine, hotels curating authentic cultural tours, or malls featuring local artisans and performers, businesses play a huge role in keeping tourists and investors engaged.

But this also means stepping up to the plate in terms of innovation and quality. Let’s be honest: today’s travelers and investors are spoiled for choice. They don’t just want good food—they want a dining experience. They don’t just want a factory site—they want to know they’re investing in a community that supports them with skilled workers, reliable infrastructure, and a welcoming environment.

Iloilo has all these ingredients: a skilled workforce, a strategic location, and a reputation for hospitality. But we need to better package and promote these strengths. Business leaders, the ball is in your court.

People’s Organizations: Mobilizing Communities

Organizations rooted in the grassroots are key to sustaining Iloilo’s momentum. These groups can empower communities to contribute directly to Iloilo’s brand. For example, farmers can be trained to participate in agri-tourism initiatives, creating farm-to-table experiences that showcase our natural resources. Artists can continue to collaborate on public installations or performances that highlight our rich culture.

Most importantly, people’s organizations can bridge the gap between government programs and local execution. They can ensure that everyone—down to the smallest barangay—feels included in Iloilo’s development story. When communities see themselves as stakeholders in Iloilo’s success, they’re more likely to support and sustain it.

The Everyday Ilonggo: Living the Brand Promise

Here’s the truth: no amount of government programs or media campaigns will succeed if the everyday Ilonggo isn’t part of the effort. If we want to keep the Iloilo Fever alive, we need to live the brand promise of Iloilo—whether we’re welcoming a tourist, serving a customer, or simply going about our daily lives.

This means taking pride in our culture and heritage, supporting local businesses, and always putting our best foot forward. It also means being consistent—maintaining clean streets, providing excellent service, and showing kindness and hospitality to everyone we meet.

When we live by these principles, we don’t just sustain Iloilo’s reputation; we strengthen it.

Ken Lerona is a marketing and communications professional, an advocate for community-driven progress, and a proud Ilonggo.