05/08/2026
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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 TreΓ±as' 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 sa Merkado, 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.
