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Iloilo City as a Tourist Destination

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ILOILO CITY as a Tourist Destination

I. Executive Summary

Iloilo City which is also one of the major urban centers in the Philippines, is a fast-growing modern city but has kept its old charm and unspoiled environment.
Iloilo’s rich heritage is showcased in many festivals celebrated in the city and various towns of the province. Dubbed as the “Province of Festivals”, Iloilo is proud of its nationally acclaimed Dinagyang Festival.
Iloilo City is indeed a repository of ancient and historical heritage. Every visitor can not miss-out the iconic imagery on the structures found in the city impose on the viewers’ perception. The mixture of its colonial past and western influence is a unique feature of Iloilo City’s line-up of cultural and artistic treasures.
The glorious and colorful history of Iloilo City is more vividly preserved in the monuments of heritage that continue to amaze visitors who come to the city. Written historical records may only possess the informal on of the past but they can never take the place of living heritage as undying testimonies of a people, their struggles, aspirations dreams and their cultural uniqueness. This is the living testimony of Iloilo City’s ancient and historical heritage.
Today, it is a popular convention and meeting destination, with its many first class accommodations and an airport of international standards.
Iloilo also serves as the gateway to the region and a favorite stopover for tourists heading to the beaches of Boracay, Palawan and the nearby provinces of Guimaras, Antique, Capiz, and Aklan.

II. Current Marketing Situation
The Philippine tourist arrival from 2000 to 2003 had decline but bounce back from 2004 and continue to increase up to the present. The Department of Tourism continues to ramp up “It’s more fun in the Philippines”. According to DOTC foreign arrivals increased to 9.56% compared to 2012. In 2013 there were 4.68M foreigners visit the Philippines.
2013 Top Foreign Visitors
Country No. of tourist Arrival
South Korea 1,160,000.00
United States 652,626.00
Japan 412,474.00
China 426,352.00
Australia 213,023.00
Singapore 175,034.00
Taiwan 139,099.00
Canada 131,381.00
Hong Kong 126,008.00
United Kingdom 122,759.00
Malaysia 109,437.00
Germany 70,949.00 Tourism becomes a top foreign exchange generator in the country. The continuous growth of tourism paves the way for local and foreign investment opportunities like new products, facilities and service, land transport and hotel development.
Some of the big projects on tourism investments that cost billions are:

• Hayatt Hotel and Casino Manila
• Eastbay Resort
• Manila Oceans Park
• Modernization of Island Resort Co
Market Situation in Iloilo City

In 2012 Iloilo City registered 526,965 foreign and domestic tourists, a 30.46% increase over the 2011 433,923 arrivals. Iloilo City declared by the DOTC as one of the top tourist destination second to Boracay here in Western Visayas.

To be more tourist friendly, tourist information was being established in Iloilo International Airport and in the malls. According to Dir. Helen Catalbay there were about 3,000 hotel rooms that hosting year-long tourism event in the City.

Dinagyang festival had reached popularity, and even winning hall of fame in Aliwan, likewise performing abroad like Guam and United States.
Iloilo City is also considered as a gastronomic place because of its authentic delicious foods like “Lapaz Batchoy”, “Pancit Molo” and “KBL or Kadios Baboy Langka”.

There are also new and on-going infrastructures that augment its growing tourism like:

• Circumferential and Radial Road
• Iloilo International Airport
• Construction of new hotels
• Road widening and greening of Aquino avenue (Diversion Road)
• Restoration of heritage building in downtown area
• Rehabilitation of Iloilo River
• Iloilo Espalanade
• Biking lanes
• Iloilo central market to be converted to a mix – used commercial building
The entrance of giant developers who will improve the Iloilo City’s infrastructure condition,l the Megaworld, Ayala, Gaisano, Filinvest and SM Prime holdings among the other.

PRODUCT
Iloilo City is located in the southern shores of Panay Island. The city faces Iloilo Strait and Guimaras Island across it, making it a natural harbor and a safe anchorage for ships. The city lies on a flat alluvial plain, reclaimed mostly from the swampy areas due to urbanization and industrialization in the late 19th century until the present. Traversing the city are the rivers of Iloilo, Batiano, Jaro and Dungon Creek. Iloilo River is an estuary that separates the districts of City Proper, Molo and Villa Arevalo from the rest of the city. On the other hand, Jaro River is fed by its tributary rivers, Aganan and Tigum and passes by the flood plains of the Jaro and La Paz districts. Iloilo City is 337.6 nautical miles from Manila. The city has a total land area of 70.3 square kilometers (27.1 sq mi) and is divided into 180 barangays with seven aggregate districts.

COMPETITION
In terms of Iloilo City, the closest cities which is considered as its competitors are Bacolod City and Cebu city. Bacolod City - The biggest tourism asset of the city is the friendly and genuinely hospitable people coupled with their winsome smiles have made Bacolod famous as the CITY OF SMILES! Bacolod City is also known for its festival which is the colorful “Maskara Festival” celebrated in the Month of October every year. There are also several tourist spots the city has to offer like the famous “The Ruins” .
Cebu City known as THE QUEEN CITY OF THE SOUTH! Cebu stands as the country’s top business and tourist destination. Crowned as the Queen City of the South, it is here where business and leisure breathe together with office buildings and beach resorts finding its own place under Cebu’s friendly skies. They also have the “Sinulog Festival” which locals and foreign tourists come to witness every January. But despite all these features the city still has some weaknesses such as its problems in poverty (slums and squatters, limited economic integration), poor water supply and sanitation (flooding), poor water waste management to mention a few.

DISTRIBUTION ACCESSIBILITY
By Land: Iloilo City as an economic growth center continually develops its transportation and communication infrastructures as vital foundation for sustaining growth and development. Currently, mass public transport system includes more than 8,000 public utility jeepneys(PUJ) which serve the entire six districts of the city including the main business district area. The PUJs ply the city starting at 4:00 in the morning up to an average of 11:00 in the evening. Meanwhile, the more than 1,700 duly registered taxi units have at least 80% of their entire fleet rendering 24-hour transport services.

Transport Data
•1,700 - Registered Taxi Units
•80% of taxi units are on a 24-hour service
•8,200 Public Utility Jeepneys (City Loops)
•Several hundreds of motorbike services within villages around the City Districts
To Boracay from Iloilo City:
•Shuttle Van Service - average of 3hrs travel
•Bus - Average of 4-5hrs travel
•Availability of Transport Services: Daily from 3AM - 3PM

(By Air) By plane, travel time takes 55 minutes from Manila, about 25 minutes from Cebu, and 1 hour from Davao. The Iloilo Airport is located approximately 19 kilometers, or 30 minutes from Iloilo City;

Flight Schedules in Iloilo
CEBU PACIFIC
Frequency Estimated Time of Departure Estimated Time of Arrival
MANILA TO ILOILO
Daily 0445 0550
Daily 0835 0950
Daily 1110 1215
Daily 1330 1445
Daily 1605 1715
Daily 1820 1925
Daily 1915 2040
ILOILO TO MANILA
Daily 0445 0550
Daily 0835 0950
Daily 1110 1215
Daily 1330 1445
Daily 1605 1715
Daily 1820 1925
Daily 1915 2040
CEBU TO ILOILO
Daily 1420 1505
ILOILO TO CEBU
Daily 0905 0950
Daily 1525 1610
Daily 1900 1945
ILOILO TO DAVAO
Daily 0805 0910

PHILIPPINE AIRLINES
Frequency Estimated Time of Departure Estimated Time of Arrival
MANILA TO ILOILO
Daily 0500 0610
Daily 0820 0935
Daily 1215 1330
Daily 1735 1850
ILOILO TO MANILA
Daily 0640 0750
Daily 1005 1110
Daily 1400 1510
Daily 1920 2020
CEBU TO ILOILO
Daily 0510 0555
Daily 1400 1445
ILOILO TO CEBU
Daily 0615 0700
Daily 1505 1550

(By Sea) By ferry, it takes 20 hours at most from Iloilo to Manila. From Zamboanga, 16 hours; Cagayan de Oro, 14 hours; Cebu, 12 hours. Bacolod City is a one-hour trip many times daily. To Puerto Princesa City, Palawan, it takes 38 hours, three times a month. Iloilo can also be reached by Roll-on roll-off (RORO) vessels via through President Arroyo’s Strong Republic Nautical Highway.
SHIPPING VESSELS
2GO Express
Day Estimated Time of Departure Day Estimated Time of Arrival
MANILA TO ILOILO
TUE 08:45 AM WED 03:30 AM
ILOILO TO MANILA
SAT 02:15 PM SUN 09:00AM
DAVAO TO ILOILO
THU 11:15 PM SAT 11:30AM
ILOILO TO DAVAO
WED 06:15 AM THU 06:00 PM
GENERAL SANTOS TO ILOILO
FRI 11:15 AM SAT 11:30 AM
ILOILO TO GENERAL SANTOS
WED 06:15 AM THU 06:30 AM

TRANS ASIA
Day Estimated Time of Departure Day Estimated Time of Arrival
CEBU TO ILOILO
MON/WED/FRI 06:00 PM TUE/THU/SAT 08:00 AM
TUE/THU/SAT 06:00 PM WED/FRI/SUN 06:30 AM
ILOILO TO CEBU
SUN/WED/FRI 06:00 PM MON/THU/SAT 06:30 AM
TUE/SAT 06:00 PM WED/SUN 08:00 AM

COKALIONG
Day Estimated Time of Departure Day Estimated Time of Arrival
CEBU TO ILOILO
TUE/THU/SAT 07:00 PM WED/FRI/SUN 07:00 AM

MONTENEGRO
Day Estimated Time of Departure Day Estimated Time of Arrival
CUYO, PALAWAN TO ILOILO
MON/FRI 08:00 AM MON/FRI 04:00 PM
ILOILO TO CUYO, PALAWAN
WED/SAT 08:00 AM WED/SAT 04:00 PM
CEBU TO ILOILO
FRI 04:00 PM SAT 04:00 AM
FERRY BOATS
SUPERCAT
Frequency Estimated Time of Departure Estimated Time of Arrival
BACOLOD TO ILOILO
Daily 06:00 AM 07:00 AM
Daily 07:30 AM 08:30 AM
Daily 09:00 AM 10:00 AM
Daily 10:30 AM 11:30 AM
Daily 12:00 PM 01:00 PM
Daily 01:30 PM 02:30 PM
Daily 03:15 PM 04:15 PM
Daily 05:00 PM 06:00 PM
ILOILO TO BACOLOD
Daily 06:00 AM 07:00 AM
Daily 07:30 AM 08:30 AM
Daily 09:00 AM 10:00 AM
Daily 10:30 AM 11:30 AM
Daily 12:00 PM 01:00 PM
Daily 01:30 PM 02:30 PM
Daily 05:00 PM 06:00 PM

WEESAM EXPRESS
Frequency Estimated Time of Departure Estimated Time of Arrival
BACOLOD TO ILOILO
Daily 06:30 AM 07:30 AM
Daily 08:00 AM 09:00 AM
Daily 09:30 AM 10:30 AM
Daily 11:00 AM 12:00 PM
Daily 01:00 PM 02:00 PM
Daily 02:00 PM 03:00 PM
Daily 04:00 PM 05:00 PM
Daily 05:00 PM 06:00 PM
ILOILO TO BACOLOD
Daily 06:30 AM 07:30 am
Daily 08:00 AM 09:00 am
Daily 09:30 AM 10:30 am
Daily 11:00 AM 12:00 PM
Daily 12:30 PM 01:30 PM
Daily 02:30 PM 03:30 PM
Daily 03:30 PM 04:30 PM
Daily 05:35 PM 06:35 PM

OCEAN JET
Frequency Estimated Time of Departure Estimated Time of Arrival
BACOLOD TO ILOILO
Daily 06:15 AM 07:15 AM
Daily 07:45 AM 08:45 AM
Daily 09:15 AM 10:15 AM
Daily 10:45 AM 11:45 AM
Daily 12:45 PM 01:45 PM
Daily 02:15 PM 03:15 PM
Daily 03:45 PM 04:45 PM
Daily 05:15 PM 06: 15 PM
ILOILO TO BACOLOD
Daily 06:15 AM 07:15 AM
Daily 07:45 AM 08:45 AM
Daily 09:15 AM 10:15 AM
Daily 10:45 AM 11:45 AM
Daily 12:45 PM 01:45 PM
Daily 02:15 PM 03:15 PM
Daily 03:45 PM 04:45 PM
Daily 05:15 PM 06: 15 PM

INTERNATIONAL FLIGHTS
Destination Airlines Duration Frequency
International
Hong Kong Cebu Pacific 2 hours and 30 minutes 2 to 3x weekly
Singapore Cebu Pacific 3 hours and 20 minutes 2 to 3x weekly

MACROENVIRONMENT

Youth Responses!!

One of the great anti-smoking phenomenon in Iloilo City are schools doing anti-smoking activities on their own - inspired by The Iloilo City Anti-smoking Task Force. Such is the West Visayas College of Science and Technology ISAT-U Lab School Anti-smoking Olympic wherein the creativity, passion, and anti-smoking advocacy as weel as the social media skills of... Enforce

A joint team of the Iloilo City Anti-smoking Taskforce, Molo Police, and Iloilo City Police did inspection rounds 11pm to 1am last October 1, 2014 and issued citation tickets to smoking violators. The target was Boardwalk, Smallville and Iloilo Fish Port Area. Iloilo Fishing Port was subject to inspection after numerous complains of smoking violtions reached... ICAST Poster Making Year 4

INVOLVE THE YOUTH!! Hon. Jed Patrick E. Mabilog directive to ICAST in programs that balance enforcement with advocacy. Poster Making Year 4 for High School Students is a sustained contest held at Robinson's Place Iloilo last September 26, 2014. The output represents discussions and research concerning anti-smoking in the participants school. Dubbed I ...

III. OPPORTUNITY AND ISSUE ANALYSIS Strengths
• Iloilo City has a rich cultural and historical heritage.
• It is a modern capital with a well-developed infrastructure and an active business, cultural and political life.
• It offers good education.
• The distances to its green surrounding areas are uniquely short.
• The City has a close link to its countryside, which has a great potential for nature-based and cultural tourism.
• Iloilo City provides a good base for tourism for Western Visayas Cities.
• The city is still unspoilt by mass tourism.
• It is considered to be safe.
• It has an image of a pleasant, friendly, charming, safe and agreeable tourist destination.
• New players have entered the market.
• Iloilo City is accessible for foreign tourists. From other places in the Philippines and its inbound markets it is easily accessible by road, sea and air.
• Low cost of living.

Weaknesses
There were also several weaknesses pointed out in Iloilo’s potential tourism: • Physical
- Capacity to transport large number of tourist in other places.
- Infrastructure like roads, resorts, and accommodations. • Human
- Skilled human resource • Environmental
- Natural Calamities
- Regional Conflict
- Internal Political Disputes
 Not enough activity is oriented towards creating events which could be a motive for visiting Iloilo City.
 Iloilo City is facing competition from renowned city tourism destinations.
 A number of potential markets would require a more active approach.
 Iloilo City drainage and waste management needs improvement.
 Iloilo electric supply.
 Compared to other cities, Iloilo city traffic management is not so technologically advanced.
 There are not enough road signs pointing to tourist attractions.
 Accommodation capacity is insufficient.
 Tourist destinations are not well developed.
 The awareness Iloilo City as a tourist destination is still low, not well marketed.
 The city lacks a clearly defined and strong identity.
 Transportation is poor especially going to countryside/sub urban areas at night.
 There is a considerable untapped potential in railway services.

OPPORTUNITIES
 The construction of new accommodation facilities could get facility owners to develop additional offerings, raise the quality of their services, seek new collaboration opportunities and take a more active approach to the integration and marketing of services provided across the destination.
 It could become Philippines’s or Asia’s most important tourist centre.
 Iloilo City will be one of the hosts of APEC 2015, the city might benefit from this attracting more tourists to come to the place.
 Accommodation rates are relatively low, which raises the likeness of attracting tourist packages in the holiday market.
 A more investor-friendly environment could be developed.
 Strong new strategic partners could be attracted.
 Specific infrastructure and sites could be developed to provide more exciting visitor experiences.
 Accessibility and recognition
 Iloilo City could become an increasingly popular destination, a friendly and lively city where visitors can enjoy themselves in a safe and pleasant cultural environment.

THREATS
 The city may be unable to cope with the increase in tourism and its negative effects, which could lead to tourism falling into disfavor with local residents.
 Insufficient efforts for tourism offerings may lead to inefficiency and a decrease in the income of tourism providers in Iloilo City,
 Iloilo City may fail to recognize tourism as a sector of high importance for the development of the city and therefore a suitable area for investment.
 Iloilo City may fail to adequately integrate tourism with other sectors of the economy.
 City may face investment in hotel bed space and convention facilities alone rather than investment in the improvement of both basic and supplementary tourism infrastructure and products.
Tourism sector may not be able to cope with demand due to the lack of accommodation facilities and inadequate supplementary infrastructure

IV. OBJECTIVES
• To increase tourist arrival specially the Koreans and Americans by 30% based on their 2013 annual arrival data to Iloilo City by the end of the 2nd quarter of 2015.
• Increase tourism activities and follow up promotional campaign on tourism in the city with in the 6 month period.
• To encourage not only the foreign tourist but also the local tourist like the people from Roxas City, Bacolod City and other places to come in, visit and experience Iloilo City.

V. MARKETING STRATEGY AND ELEMENTS BRANDING : “ILOILO: ONCE IS NOT ENOUGH” MARKETING MIX PRODUCT ILOILO CITY composed of seven districts which are:
1. AREVALO
Villa de Arevalo commonly known as simply Villa or Arevalo is one of the seveb districts of Iloilo City, in the Philippine province of Iloilo. It was originally founded as La Villa Rica de Arévalo by a Spanish official who built his mansion along the coastal settlement in the 16th century. It was absorbed by Iloílo City during the 20th century along with the towns of Mandurriao, La Paz, Molo and the city of Jaro.
Its church possesses the third oldest Santo Niño (Infant Jesus) figurines in the Philippines. Arevalo is sometimes given the title "Flower Capital of Iloilo",where potted plants, flowers, bouquets, wreaths can be bought.[4] Arevalo is also famous for its firecrackers and fireworks. Its prominent attraction is the Villa Beach along the coast which boasts several resorts and an outdoor nightlife such as open air restaurants and bars.
In January, Arevalo celebrates its town fiesta in honor of the Santo Niño. The festivities take place during the month of January, the Fiesta day is held every 3rd Sunday of January. During Fiesta day households open their doors and prepare food for fiesta goers, friends, visitors and distant relatives. A fireworks display contest is one of the highlights of the celebration held on the night of the town fiesta.
Arevalo hosts the annual Paraw Regatta, which is the oldest traditional craft event in Asia, and the largest sailing event in the Philippines. A paraw is a Filipino double-outrigger sailboat much like a pump boat which was used for transportation and fishing and still is in limited areas

2. MOLO
Molo was a separate town before it was absorbed by Iloilo City in 1937. It was originally theparián of Iloilo, the area that all Chinese residents must live.
Molo is the home to the historic Molo Church (St. Anne Parish) which lies in front of the town square. The national high school of the city, Iloilo City National High School and the Iloilo Community College are located in Molo. The Department of Social Welfare and Development (DSWD) and Bureau of Internal Revenue (BIR) are among the government agencies with regional centers located in Molo.
The Philippine National Hero Jose Rizal visited this famous church on his way to Manila from exile in Dapitan. He exclaimed as He saw the church "La iglesia bonita!", acknowledging its beauty. 3. MANDURRIAO
It is bounded by Molo to the south and west, City Proper to the south and east, and La Paz to the north.[2]
The district is one of three major commercial areas in Iloilo City, the others being Molo and Jaro. Alongside the Iloilo City Diversion Road, also known as Ninoy Aquino Avenue, which passes through Mandurriao, one can see many commercial buildings, as well as billboards along the sides of the road. The largest mall in Iloilo City, SM City Iloilo, is located along the Diversion Road. Also on the Diversion Road are many stores and other businesses. The Smallville City, along with Riverside Boardwalk, &, Esplanade Walk is the newest bustling commercial and leisure park in the district filled with upscale restaurants, bars and hotels promising an emergence of a modern nightlife in Iloilo City.
Iloilo City's old domestic airport, Mandurriao Airport, is located in the district, and as such takes its name from it. With the opening of Iloilo International Airport outside of the city, the old airport is set to be converted into a new business development spearheaded by the Megaworld Corporation.[3] Iloilo Business Park,

4. LAPAZ It was formerly known asIlawod or "sea/wet land" together with Jaro which was referred to as Ilaya or "mountain/dry land".[3]
Before it became a district of Iloilo City, La Paz was at different times a separate town and a part of Jaro City, now the district of Jaro.
Its name, which translates from Spanish as "peace", is derived from its patron saint, Nuestra Señora de la Paz y Buen Viaje in Spanish; in English Our Lady of Peace and Good Voyage.
La Paz Batchoy is dish named after the district.

5. LAPUZ
Lapuz was a part of the La Paz district ever since the latter was a town during the Spanish regime. It is common knowledge among the Ilonggos that the name "Lapuz" came from the Hiligaynon word, "lapus" which means "to insert/pass through" because of its location.
After several years of being a part of La Paz, Lapuz finally gained its independence and district status on December 17, 2008 after the Sangguniang Panglungsod (City Council) of Iloilo City passed a resolution for the district to have its own police station and fire station.[2]
The two-time champion of the Dinagyang Festival, Tribu Ilonganon of Jalandoni Memorial National High School, hails from Lapuz.

6. JARO
Jaro is the largest of all districts of Iloilo City. The district of La Paz was a former part of Jaro before it became separated. The Jaro annual Catholic Feast of Nuestra Señora de la Candelaria (Our Lady of the Candles) which is held every February 2 is well known in the Philippines.
Jaro is the cradle of Christian faiths with Roman catholic and Protestant institutions established and founded in the area. The Spanish Catholics established institutions like the Jaro Cathedral and the Archdiocese of Jaro, with the coming of the American Protestants in the early 20th century establishing institutions like the Central Philippine University (the first Baptist and second American University in Asia), Iloilo Mission Hospital (the first American and Protestant hospital in the country and in Asia), the Jaro Evangelical Church (the first Baptist Church in the Philippines), Jaro Adventist Center (the first Adventist Church in the country) and the Convention of Philippine Baptist Churches (the oldest Baptist churches organization in the Philippines) where established.

Other Heritage Structures[
• Archbishop's Palace, the residence of the Archbishop of Jaro. It is located southwest of the Jaro Cathedral and southeast of the Jaro Plaza.
• St. Vincent Ferrer Seminary
• The Lopez Mansion, also known as Nelly Garden
• Casa Montinola y Sanson, the house is reminiscent of the Gaston house in Silay City, Negros Occidental.
• Lizares Mansion, it was once the mansion of the Lizares family but was now turned into a school, Angelicum School Iloilo.
• Central Philippine University was founded by the Baptist missionary Rev. William Orison Valentine in 1905. With more than 40 buildings, it has the biggest library collection in Western Visayas.
• University of San Agustin H.S.

7. CITY PROPER
It received its present name from the province's original Irong-Irong reference. Originally founded as La Punta, it was only inhabited in 1602 when Spanish and Chinese residents from Jaro and Molo expanded their territorial area.
The district is the home to the main government building of the Province of Iloilo, the Iloilo Provicial Capitol and the seat of the City Government, the Iloilo City Hall. Other main agencies of the government is also located at the City Proper. Its main thoroughfares are J.M. Basa St. (Calle Real), Iznart St., Gen. Luna St. and Ledesma St. It has the most service and commercial establishments among all districts.

Foods
The definition of every society is not only best described by its history and culture. The prevailing culinary art and food preferences of its people are essential components that can explain the evolution of such society since food is always associated with historical struggles and cultural development. This presentation is an attempt to educate every traveller who chooses Iloilo City as a destination, of the multitude of great gastronomic recipes and mastery of the kitchen art which are remarkably an illustration of the indigenous Ilonggo culture.

Popular Delicacies

La Paz Batchoy - probably the most famous Ilonggo dish in the national scene which was started in the late 1930’s before World War II broke out. La Paz batchoy is a noodle dish with pork innards, liver and heart served with hot broth and topped with crunchy chicharon, garlic, onion leaves with soy sauce and powdered pepper used to adjust the flavour according to one’s taste.

Pancit Molo - Another famous Ilonggo dish named after a well-known district in Iloilo City, the Molo district. It is an adaptation of Chinese wanton soup which is composed of a mixture of ground pork wrapped in molo wrapper, shredded chicken meat and shrimps topped with some minced green onions and lots of toasted garlic.

Biscocho - derived from the Latin phrase word ‘bis coctus’ which means “twice baked.” It is a popular delicacy in Iloilo City refers to baked bread topped with butter and sugar, or garlic, in some cases. Biscocho is a part of Filipino cuisine originated from Iloilo province and it is also known as perfect match for coffee or hot chocolate drinks.

Old World Delicacies Pinasugbo - a native confection made from thinly sliced caramelized native banana sprinkled with sesame seeds. It is also one of the most popular delicacy in Iloilo City and well-loved by children because of its chewy and sweet consistent taste. Barquillos - are thin rolled crisp wafers made from flour, milk and sugar rolled into hollow cylinders. Iloilo is particularly known for its barquillos. They are made by pouring a thin batter is onto a wafer iron (barquillera). Once the wafer is cooked to a light brown it is immediately rolled while still hot and it becomes a crisp rolled cookie when it cools. Barquillos are now available in local flavors like ube and pandan. Sometimes they are filled with polvoron powder to make a sweet called barqueron.
Native Delicacies Baye-Baye - It is a mixture of scraped young coconut meat,sugar and pinipig (pounded rice grains). Some prepare it in simpler ingredients of coconut meat, sugar, grounded sticky rice (pilit or malagkit)or corn grains. So when you’re in Iloilo City, be sure to check out the public markets and other pasalubong centers for this native delicacy that can make your trip more gastronomically satisfying. Ibus - popular in Iloilo City and in the entire Western Visayas, basically made of pilit (glutinous rice) mixed with coconut milk served during breakfast or snacks. In preparing this delicacy, it is still requires variety of artistry, skill and ingenuity in wrapping the ibus with coconut leaf which indicates how rich Ilonggo cuisine is all about.

PRICE

Dining – Batchoy Php 75
Dining - Pancit Molo Php 50
Dining - Biscocho Php 55
Accommodations - Hotel Bed Php 400
Accommodations - Family Room Php 3,000
Accommodations - Resort Room Php 2,000
Transportation - 30 min Boat Ride Php 200
Activities - Museum Entrance - Museo Iloilo Php 25 (adults); 15 (students)
Activities - Molo Church Free
Activities - Casa Mariquit (Old house Tour) Donation
Shopping - Local Trinkets - Native Bags Php 50
Shopping - Beaded Bags php 60 - 1,500
Shopping - Souvenir Tshirt Php 250
Shopping - Miniature Paraw Souvenir Item Php 250

PROMOTION

PLACE
 Iloilo is most known for its old buildings and churches, which are reminders of its rich history, cultural, and affluence. Food is also another thing that Iloilo is known for. Destinations in the City of Iloilo can be conveniently accessed by jeepney, taxi, or private vehicle. Though, most of the sights, especially in the city proper, are just within walking distance from each other.

Things to do when you are in Iloilo City:
1. Visit a church. This province is home to various historical churches with architectural structures dating back from the Spanish colonial era. Go church hopping from north to south but don’t forget to take a closer look at the Miag-ao Fortress Church, which is listed as one of UNESCO’s World Cultural Heritage.
2. Go thrift shopping. Iloilo City is not the fashionable city it is right now without the presence of ukay-ukays everywhere. Its thrift shops, which sell second-hand shirts, sweaters, pants, shorts, dresses, shoes, bags—you name it, they’ve got it—does not only contribute to the city’s newfound “trendy meets vintage” fashion sense but also provides income for its growing number of young fashionistas and entrepreneurs.
3. . Be at the center of the Philippines. Dare step your feet at the center of the Philippine map by standing right beside the flagpole of Central Philippine University. CPU students say that their flagpole is geographically the center of the Philippines. Hmm. Believe it or not. But just the same, posing by the school’s famous landmark merits a Facebook photo update.
4. .Take a stroll along the Esplanade. Give yourself a break from the day’s hard work by bonding with your friends at the Iloilo River Esplanade. It’s not only ideal for jogging and night-time relaxation. It has a modern structure with maroon bricks and a landscaped garden.
5. Have a taste of Ilonggo’s Delicacies. Savor the taste of LaPaz Batchoy, Pancit Molo and have a bite of Iloilo’s famous biscocho and other native delicacies the city has to offer.
6. Have a trip to different districts of Iloilo City . Iloilo City is composed of seven districts with each districts offers different experience from food to historical churches, ancestral houses and many more.
7. Be part of merry Dinagyang Festival. Perhaps you already know that Dinagyang Festival, four-time champ of Aliwan Fiesta, originated from Iloilo. Stay at the province the whole year round and you will find out there are actually more festivals than just the famous Dinagyang.
Dancers dressed up as 'ati' tribesmen in colorful costumes and with soot on their skin, perform on the streets during the Dinagyang Festival, a religious celebration in Iloilo City.
Kasadyahan Festival, held a day before Dinagyang’s Ati Tribe Competition, showcases performances from different festivals in the province. You’ll appreciate how their colorful costumes and graceful body movements let you appreciate heritage and tradition.

VI. ACTION PROGRAM

MARKETING
STRATEGY SPECIFIC
STRATEGY PROGRAM STEP TIME BUDGET/RESOURCES RESPONSIBLE

Promotion and Tourist Awareness

Branding

Promote Iloilo as a great vacation destination

Features Iloilo City not only for a vacation destination but also as a great place to earn a good education

“Iloilo : Once is not Enough” • Social Media Site
• Own Website
• Promotion/Ads through other sites

• Advertisement thru tri- media campaign

• Introduce Iloilo to local and foreign tourist as a second place to home here they could say “ once is not enough”

6 mos.

1st qtr of 2015

6 mos.

P 1,000,000.00

P 800,000.00

P 1,500,000.00
Tourism Development Office

Tourism Office in cooperation of different universities in the City

Tourism Office and other local unit

VII. FINANCIAL PROJECTION

Per pax: Budget
United States of America to Manila Phil. ₱54,805 Manila to Iloilo Iloilo Airport to Iloilo City 50.00 West Town Hotel accom. 1,400.00 Tour Around the city Going around the city jeepney fare 7.50 150.00 Food seafood along Villa District 300.00

Iloilo City to Airport(SM City) 50.00 Iloilo to Manila Manila to USA ₱54,805

Per pax:

South Korea to Manila ₱28,825 Manila to Iloilo Airport Iloilo Airport to Iloilo City 400.00 Hotel del Rio 4,000.00 Tour Around the City Experience the beauty of Iloilo City 1,000.00 Thru its food, people, places etc. 5,000.00 Iloilo City to Airport(SM City) 350.00 Iloilo to Manila Manila to South Korea ₱28,825

Per Pax

From BACOLOD to ILOILO tour package: (rate per person/day) Bacolod to Iloilo City Pier Pier to City Proper Tour around the City – Budget for food and dining City Proper to Pier Iloilo to Bacolod

*round trip ticket in SM Bacolod’s Traveller’s Trap for Php290, promo rate.
* From the Pier, we rode a jeep going to Iloilo Capitol Building Php7.50; Adjacent to the capitol building is the beautifully manicured Museo Iloilo:P10.00 (entrance fee)
* For just 10 minutes jeep ride you will reach Jaro District where you can see old century houses and the famous Jaro Church. In front of the Jaro Church is the plaza where you can buy the Iloilo Bibingka for Php10. (jeep fare:P7.50)
* continue to visit and experience the well-known La Paz Batchoy P49.00 (jeep fare:P7.50)

destination particular Extimated time Price/amount
Bacolod pier – Iloilo pier Fast Craft / Ocean jet 45-60mins Php290
Iloilo pier – Iloilo Capitol Bldg. jeepney Php7.50
Museo Iloilo Entrance Fee P10.00
Museo Iloilo – Jaro District jeepney Php7.50 Iloilo Bibingka Php10
Biscocho House pasalubong Php 500-1000
Jaro – La Paz jeepney Php7.50 La Paz Batchoy P49.00 WHAT YOU CAN FIND
COMPETITION

DISTRIBUTION

MACROENVIRONMENT

“I am ILOILO, Proud to be ILONGGO”

Weaknesses
BACOLOD CITY
 Cost of power for industrial sales
 Number of Banks
 Number of internet services
 Linkages and Accessibility
CEBU CITY
 Poverty (slums and squatters, limited economic integration)
 Poor water supply and sanitation (flooding)
 Poor waste management
 Poor Transport Infra.

LACKING DISTRIBUTION AND MACROENVIRONMENT !

III. OPPORTUNITY AND ISSUE ANALYSIS Strengths
• Iloilo City has a rich cultural and historical heritage.
• It is a modern capital with a well-developed infrastructure and an active business, cultural and political life.
• It offers good education.
• The distances to its green surrounding areas are uniquely short.
• The City has a close link to its countryside, which has a great potential for nature-based and cultural tourism.
• Iloilo City provides a good base for tourism for Western Visayas Cities.
• The city is still unspoilt by mass tourism.
• It is considered to be safe.
• It has an image of a pleasant, friendly, charming, safe and agreeable tourist destination.
• New players have entered the market.
• Iloilo City is accessible for foreign tourists. From other places in the Philippines and its inbound markets it is easily accessible by road, sea and air.
• Low cost of living.

Weaknesses
There were also several weaknesses pointed out in Iloilo’s potential tourism: • Physical
- Capacity to transport large number of tourist in other places.
- Infrastructure like roads, resorts, and accommodations. • Human
- Skilled human resource • Environmental
- Natural Calamities
- Regional Conflict
- Internal Political Disputes
 Not enough activity is oriented towards creating events which could be a motive for visiting Iloilo City.
 Iloilo City is facing competition from renowned city tourism destinations.
 A number of potential markets would require a more active approach.
 Iloilo City drainage and waste management needs improvement.
 Iloilo electric supply.
 Compared to other cities, Iloilo city traffic management is not so technologically advanced.
 There are not enough road signs pointing to tourist attractions.
 Accommodation capacity is insufficient.
 Tourist destinations are not well developed.
 The awareness Iloilo City as a tourist destination is still low, not well marketed.
 The city lacks a clearly defined and strong identity.
 Transportation is poor especially going to countryside/sub urban areas at night.
 There is a considerable untapped potential in railway services.

OPPORTUNITIES
 The construction of new accommodation facilities could get facility owners to develop additional offerings, raise the quality of their services, seek new collaboration opportunities and take a more active approach to the integration and marketing of services provided across the destination.
 It could become Philippines’s or Asia’s most important tourist centre.
 Iloilo City will be one of the hosts of APEC 2014, the city might benefit from this attracting more tourists to come to the place.
 Accommodation rates are relatively low, which raises the likeness of attracting tourist packages in the holiday market.
 A more investor-friendly environment could be developed.
 Strong new strategic partners could be attracted.
 Specific infrastructure and sites could be developed to provide more exciting visitor experiences.
 Accessibility and recognition
 Iloilo City could become an increasingly popular destination, a friendly and lively city where visitors can enjoy themselves in a safe and pleasant cultural environment.

THREATS
 The city may be unable to cope with the increase in tourism and its negative effects, which could lead to tourism falling into disfavor with local residents.
 Insufficient efforts for tourism offerings may lead to inefficiency and a decrease in the income of tourism providers in Iloilo City,
 Iloilo City may fail to recognize tourism as a sector of high importance for the development of the city and therefore a suitable area for investment.
 Iloilo City may fail to adequately integrate tourism with other sectors of the economy.
 City may face investment in hotel bed space and convention facilities alone rather than investment in the improvement of both basic and supplementary tourism infrastructure and products.
 Tourism sector may not be able to cope with demand due to the lack of accommodation facilities and inadequate supplementary infrastructure.

OBJECTIVES

MARKETING STRATEGY

BRANDING “Iloilo City: Once is not enough!”

PRODUCT
PRICE
PROMOTION
PLACE

ACTION PROGRAM

MARKETING PLAN
For the Enchanted Vineyard Bed & Breakfast
(Visit www.mplans.com for more similar examples.)
Executive Summary
The Enchanted Vineyard is a charming Bed & Breakfast located in the Lorane Valley, outside of Eugene, Oregon. The valley is well known for its beauty and concentration of vineyards and wineries. The B&B will be run by Missy Stewart in the Stewart's newly renovated home. The Inn itself is a work of art. Each of the five guest rooms has walls that are 65% glass providing a breathtaking view of the valley. In addition to the views, the Inn offers a huge patio and vineyard for the guests to explore.
The Enchanted Vineyard Bed & Breakfast has two competitive advantages that will ensure profitability. The first is Missy's unrelentless attention to personal service. Missy recognizes that her most important job is to pamper the guests, allowing them to have an excellent stay. The other sustainable competitive advantage is the facilities, handcrafted and simply beautiful. The house and adjoining land are magnificent.
Missy will turn leads into customers through attention to callers on the phone and through the use of a comprehensive website with all details of the bed & breakfast experience listed therein. The Enchanted Vineyard Bed & Breakfast will begin to make a profit by month nine and will grow steadily from month to month.
Situation Analysis
The Enchanted Vineyard Bed & Breakfast is a start-up business. Marketing is critical to its success and future profitability. The B&B offers an exquisite country setting B&B, just a few minutes outside of Eugene in the Lorane River Valley. The basic market need is a delightful B&B serving the Eugene area. The physical structure that houses the B&B has been specially engineered to please the most discriminating travelers.
Market Summary
The Enchanted Vineyard Bed & Breakfast possesses good information about the market and knows a great deal about the common attributes of the most prized and loyal customers. The Enchanted Vineyard Bed & Breakfast will leverage this information to better understand who is served, their specific needs, and how The Enchanted Vineyard can better communicate with them. Market Demographics
Geographics
One target group is the geographic target of the city of Eugene with a population of 130,000 people. Another target population is travelers that typically come from the United States, however; approximately 10% are from other countries.
Demographics
Male and Female
Ages 35-55
College or graduate education
An income over $50,000
Behavior Factors
Enjoys traveling for the sake of seeing new things and meeting people. Tend to use B&Bs when traveling instead of hotels. Enjoy meals at restaurants once a week.
Market Needs
The Enchanted Vineyard Bed & Breakfast provides its customers with a beautiful, relaxing, luxurious, country setting bed & breakfast. The Enchanted Vineyard Bed & Breakfast seeks to fulfill the following benefits that are important to their customers:
Selection: The Enchanted Vineyard has several different rooms, each with its own unique, breathtaking view of the countryside, some facing the B&B's vineyard.
Accessibility: The B&B is located within 10 minutes of the city of Eugene, providing accessibility for people from Eugene, travelers in the Willamette River Valley, and guests of the University of Oregon.
Customer Service: The customers will be impressed with the level of attention that they receive.
Competitive Pricing: All rooms will be competitively priced relative to similar B&Bs.
Market Trends
The market trend for B&Bs is an increase in occupancy seen on a national scale. For years, B&Bs existed underneath the radar of the general population. When most people went on vacation, they would tend to make reservations at a hotel or motel. Within the last two years, people have begun to discover B&Bs and appreciate the additional services that they offer relative to traditional accommodations.
The industry has seen an increase in occupancy, from out-of-state or out-of-region travelers, as well as and more importantly, local people that are looking for a place to escape from their homes. Market Growth
In 1999, the national B&B market reached $543 million dollars. Sales are expected to grow by 9% for the next few years. This growth can be attributed to a couple of factors. The first factor is an appreciation for the services that a B&B provides.
Another factor driving market growth is the increase in airfare that makes non-local vacations less practical and cost effective. People are turning to B&Bs in unique locations as vacation spots instead of flying.
Lastly, as the number of work hours Americans perform has increased in the last few years, people are relying on weekend getaways as a way to distance themselves, albeit briefly, from their workweek. B&Bs provide people this option, and this has been a user group that has gotten larger in the last few years.
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing The Enchanted Vineyard.
Strengths:
Great location
Fantastic facilities
Owners who are passionate about their work
Weaknesses:
Brand visibility
Limited number of rooms means limited amount of sales
The struggle with taking care of everything with low labor overhead
Opportunities:
Growing market with a significant percentage still not aware of The Enchanted Vineyard
Increase in sales from university-related events
The ability to become more efficient as the learning curve steepens over time
Threats:
Competition from new B&B entrants
The introduction of a B&B-style hotel that understands the basic market need
A slump in the economy, decreasing people's discretionary income
Competition
Competition comes in several forms:
Other B&Bs:
Typically B&Bs have a set of unique features, something that makes them stand out. Some B&Bs will create uniqueness down to the level of different rooms within the B&B. The size of a B&B ranges from one to two rooms (traditionally called a home stay) to a country inn with more than 30 rooms. On average, most B&Bs have only four to six rooms and are often booked up in advance. Particularly during special events, demand outstrips supply. B&Bs differentiate themselves by personal service offerings and the general ambiance. Finally, B&Bs usually have a nice sit down breakfast for their guests. This is not a simple continental breakfast of juice, coffee, and a bagel, but an elaborate spread of gourmet food such as quiche with portabella mushrooms, fresh roasted garlic and sun dried tomato omelets, or some sort of fresh smoked fish. Guests of B&Bs are not just looking for a room to sleep in but a whole experience in staying in a lovely setting, with interesting people to chat with, and people present to pamper them in any way possible.
Hotels/motels:
These facilities are generally much more sterile in character relative to B&Bs. The rooms are typically the same throughout the facility (unlike B&Bs where each room is typically quite different). The guests of hotels generally use the hotel as a place to stay at night. The operator will usually see the guest when they check in and when they check out. This differs from a B&B where the guests are encouraged to spend time in communal rooms and socialize with the operators and other guests. Breakfast, if included at all in hotels, is sparse.
Services
The Enchanted Vineyard Bed & Breakfast is a small, attractive B&B that offers travelers a relaxed setting for weekend getaways, change of scenery, sports or cultural events, family occasions, University of Oregon events, etc. The Enchanted Vineyard Bed & Breakfast has a large central gathering room that allows travelers to socialize. The customers will receive the personal attention of the Stewarts who will meet any need a traveler has (within reason of course!).
The Enchanted Vineyard Bed & Breakfast provides a wonderful breakfast feast and can meet any dietary restriction. The B&B is centrally located about 15 minutes from downtown Eugene in the heart of Lorane Valley wine country. In fact, The Enchanted Vineyard Bed & Breakfast has their own vineyard which grows grapes for local wineries and the clients are encouraged to explore The Enchanted Vineyard Bed & Breakfast's ten acres of land.
Keys to Success
The key to success will be based on customer attention. The facilities for the Enchanted Vineyard are already complete and are far nicer than anything around. The key is then to treat the customer properly so they are amazed at the level of attention that they receive. The Enchanted Vineyard will generate repeat business and increase the length of stay per customer.
Critical Issues
The Enchanted Vineyard is still in the speculative stage as a B&B. Its critical issues are:
Continue to build brand awareness, which will drive new customers to The Enchanted Vineyard
Gain operating efficiencies
Develop a strong relationship with the University of Oregon
Marketing Strategy
The Enchanted Vineyard Bed & Breakfast has a three-pronged strategy:
Association membership and advertising:
A large number of visitors will look to regional B&B associations for information about the different B&B's in the area. Most associations publish a guide to the local B&B's and The Enchanted Vineyard Bed & Breakfast wants to be in this guide. One of the other perks of membership is visibility on the association's website with a link to ours. Additionally, we will be a member of the chamber of commerce because people typically inquire with the local Chamber when planning a vacation.
Website:
The Enchanted Vineyard Bed & Breakfast will have a full-service website that allows the visitor to view the B&B, read details about what it has to offer, provide information on regional activities, even allow the visitor to book a reservation. With the growing use of the Internet, the Web has become an indispensable tool people have for planning vacation to areas that are not close enough to check out in person.
Strategic relationship with the University of Oregon:
The Enchanted Vineyard Bed & Breakfast will develop a partnership with the university so when the school is in need of finding rooms for guests they will use The Enchanted Vineyard Bed & Breakfast. We will also be advertising with the university so when students are searching for places for their parents to stay, they will come across The Enchanted Vineyard Bed & Breakfast in school-related publications and feel more comfortable with booking a reservation sight unseen because of the trust bond they have formed with the university.
Mission
The mission of The Enchanted Vineyard Bed & Breakfast is to provide the finest B&B experience. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
Marketing Objectives
Maintain positive, steady growth each quarter
Experience a growth in new customers who are turned into long-term customers.
Realize an increase in occupancy each subsequent year
Financial Objectives
A double-digit growth rate for each future year
Reduce the variable costs per guest
Continue to decrease the fixed costs
Target Marketing
Our customers can be broadly divided into three groups (please note that it is possible to divide the customers into much smaller groups, but we have chosen not to):
Weekend getaway customers: These people are from the region and are looking to get away so they come to The Enchanted Vineyard Bed & Breakfast to be pampered and escape.
Travelers: These people are passing through Eugene and prefer to stay in a B&B instead of a hotel or motel.
University of Oregon travelers: The University brings a large number of people through Eugene, and The Enchanted Vineyard Bed & Breakfast believes that a good portion of their business will be from the university. Occasions include parents weekend, orientation, parents visiting, and graduation. Lastly, the university will often set up rooms for administrative visitors.
Positioning
The Enchanted Vineyard Bed & Breakfast will position itself as an upscale B&B with a gorgeous facility and unmatched customer attention.
The Enchanted Vineyard Bed & Breakfast will leverage their competitive edge:
Attention to Personalized Service
While anyone at a B&B should reasonably expect good service, there are ways of setting yourself apart from this already high level of service. This will be done through the unrelenting pursuit of personal attention. In the Eugene area there are several larger (more than six room) B&B's that offer outstanding service, but it is not personal. What is meant by that is that the service is provided by employees, not the owner. At The Enchanted Vineyard Bed & Breakfast all interactions with the customer will be with Missy or John who see it as their duty to do whatever it takes to make the customer feel at home. The feeling of personal attention, or more accurately defined as a sense of personal concern, not just mere personal attention, really adds a very positive dimension to the B&B experience. Not only will the Stewarts be offering personal concern, but they will also be providing the concern, not some employee.
Uniqueness and Beauty of the Facility
The Enchanted Vineyard Bed & Breakfast will be housed in the Stewart's home. The Stewart's will be renovating their farmhouse to accommodate their new guests. They will be building two more bedrooms with private baths, building a patio, and enlarging the common area. One unique aspect of The Enchanted Vineyard Bed & Breakfast is the setting within the Lorane Valley region, known for its outstanding wine production, housing both vineyards and wineries. To complement this setting, The Enchanted Vineyard Bed & Breakfast will have a large outside patio allowing guests to spend time relaxing outside with a nice view of the valley. The guests also have the option to wander through The Enchanted Vineyard Bed & Breakfast's own vineyard. Each room in the B&B is 65% glass, overlooking the hillside and vineyard. Basically there is not a room in the house that doesn't have a breathtaking view.
Strategy Pyramids
The single objective is to position The Enchanted Vineyard Bed & Breakfast as the upscale B&B located in Eugene, reaching generally full occupancy within the first three years. The marketing strategy will seek to first create customer awareness regarding the services offered, develop that customer base, and work building customer loyalty and strategic relationships with the university.
The message that The Enchanted Vineyard Bed & Breakfast will seek to communicate is that The Enchanted Vineyard is the premier B&B in the Eugene area with the finest facilities. The message will be communicated through a variety of methods. The first will be advertising in the B&B association newsletter. The next method will be a robust website with a comprehensive amount of information. The last method will be developing strategic relationships with the university. While this will require a budget for assorted activities, these activities are basically networking activities, taking people out to lunch and schmoozing.
Marketing Mix
The Enchanted Vineyard Bed & Breakfast's marketing mix is comprised of the following approach to pricing, distribution, advertising and promotion, and customer service.
Pricing: The pricing scheme is based on a room rate. The rate is arrived at in terms of by its market value.
Distribution: All services will be provided at the B&B.
Advertising and Promotion: The most successful traditional advertising will be with the B&B association. Developing strategic alliances with the university is a non-traditional method of marketing, but it will be quite efficient. The website will also be used in marketing activities.
Customer Service: Obsessive customer attention is the mantra. The Enchanted Vineyard's philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long run, this investment will pay off with fierce customer loyalty.
Marketing Research
During the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of B&B patrons. These focus groups provided useful information into the decision-making processes of consumers.
An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements that patrons are asked to rate in terms of a given scale. There are also several open-ended questions that allow the customer to freely offer constructive criticism or praise. The Enchanted Vineyard will work hard to implement reasonable suggestions in order to improve their services as well as show their commitment to the customer in that their suggestions are valued.

Top International Flight
Asia (one way fare)
Flights to/from Singapore ₱3,446
Flights to/from Hong Kong ₱5,009
Flights to/from Kuala Lumpur ₱4,798
Flights to/from Bangkok ₱6,870
Flights to/from Seoul ₱8,124
Flights to/from Macau (Macao) ₱4,051
Flights to/from Tokyo ₱21,213
Flights to/from Jakarta ₱8,676
Flights to/from Beijing (Peking) ₱13,785

North America (one way fare)
Flights to/from New York ₱40,688
Flights to/from Los Angeles ₱44,246
Flights to/from Toronto ₱51,996
Flights to/from San Francisco ₱45,937
Flights to/from Edmonton ₱67,000
Flights to/from Vancouver ₱35,784
Flights to/from Washington ₱104,555
Flights to/from Chicago ₱55,224
Flights to/from Honolulu ₱42,835

*International Flight from South Korea (via Incheon Int’l Airport) to Iloilo*

Depart: ICN - ILO Return: ILO – ICN FARE (2way) ₱28,825
Multiple Airlines 2+ stops 17h 50m Multiple Airlines 2+ stops 22h 5m View Deals
8:30 pm ILO - 3:20 pm (+1) ICN 4:20 pm ICN - 1:25 pm (+1) ILO ebookers.com

*international flight from United States (via J F Kennedy Int’l Airport) to Iloilo*

Depart:JFK – ILO Return:ILO - JFK FARE (2way) ₱54,805
Multiple Airlines 2+ stops 1d 4h 10m Multiple Airlines 2+ stops 1d 2h 30m View Deals
12:50 am JFK - 6:00 pm (+1) ILO 8:30 pm ILO - 10:00 am (+1) JFK cheapoair.com

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