Iloilo City MICE Tourism: An Assessment of Readiness, Challenges and Destination Image

This study investigates the readiness, challenges, and destination image of Iloilo City, Philippines, as a competitive Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism destination. Utilizing a quantitative, survey-correlational design, data were collected from 240 stakeholders representing 12 key sectors of the Iloilo MICE Alliance. Results reveal Iloilo City’s high level of MICE readiness, particularly in accommodation, catering, and safety, with consistently excellent ratings across major service domains. The city's destination image was evaluated as “outstanding” in cognitive, affective, and conative dimensions, reflecting stakeholders’ confidence in its infrastructure, hospitality, and appeal. However, moderate challenges persist in infrastructure development, business climate, and destination branding, with stakeholders identifying the need for improved transportation systems, cost-effective incentives, and cohesive promotional strategies. Correlational analyses show a strong positive relationship between readiness and destination image, and a negative association between challenges and both readiness and image. The findings highlight the interdependence of readiness, perceived challenges, and destination image in shaping MICE tourism success. Strategic recommendations include strengthening stakeholder collaboration, investing in digital infrastructure, and launching unified branding efforts to position Iloilo City as a premier MICE hub in the Philippines and Southeast Asia.