I have attended countless fiestas in my lifetime. Having grown up in public service and served as councilor, vice mayor, and now on my third term as mayor, I have witnessed many celebrations across the country. But Iloilo sets a different standard.

Experiencing the Dinagyang Festival for the first time was not simply a cultural immersion. It was a masterclass in governance. It was proof of what is possible when faith, culture, discipline, and leadership move in one direction.

Dinagyang began in 1968 as a religious and cultural celebration in honor of the Santo Niño in Iloilo City. Originally inspired by the Ati-Atihan Festival of Kalibo, Aklan, it was first called the Iloilo Ati-Atihan. Broadcaster Pacifico Sudario later coined the name “Dinagyang” to distinguish it from Kalibo’s festival. The term comes from the Hiligaynon word dagyang, meaning merrymaking.

But Dinagyang is more than merrymaking. It is strategy, planning, and execution.

What began as a local religious event has grown into a major economic engine and an internationally recognized cultural showcase. That transformation did not happen by accident. It is the result of sustained investment, organized leadership, and a community that takes pride in excellence.

To understand Iloilo’s success, one must see the foundation behind the spectacle. I attended the solemn high mass at San Jose Placer Parish Church and witnessed the deep faith that anchors the festival. I observed the Kasadyahan sa Kabanwahanan and the Dinagyang Tribes Competition, where artistry met discipline and organization.

Beyond the performances, I studied the ecosystem that supports the celebration. From local institutions to food establishments such as Roberto’s, Tatoy’s, Kamsukkee and the Iloilo Central Market, the synergy between government and private enterprise is evident. Tourism thrives when public leadership and private initiative move together.

This is public service at its best: learning from cities that deliver results.

I did not travel to Iloilo merely to observe. I came to learn and to build partnerships.

On Jan. 24-25, 2026, San Juan City signed sisterhood agreements with the Province of Iloilo, headed by Governor Arthur Defensor Jr., and with the City of Iloilo, headed by Mayor Raisa Treñas, respectively, focusing on cooperation in tourism, commerce, education, sports, public health, disaster resilience, environmental protection, and cultural development.

These are not ceremonial agreements. They are working frameworks for collaboration and shared growth.

As national president of the League of Cities of the Philippines and the president of the Metro Manila Council, my goal is clear. Every city in the country must be empowered to showcase its culture, attract investments, and create opportunities for its people. Iloilo demonstrates how culture, when managed with professionalism and foresight, becomes a driver of economic growth and civic pride.

Tourism is not a side agenda. It is nation-building. When we promote our local festivals and heritage, we strengthen our national identity. We create jobs. We invite Filipinos to rediscover their own country and share it confidently with the world.

I leave Iloilo not only inspired, but challenged. Challenged to replicate excellence. Challenged to bring home the lessons of coordination, discipline, and pride in execution.

To those who have not yet experienced Dinagyang, I encourage you to see it for yourself. Witness how culture, faith, governance, and commerce can move together in harmony. Experience the warmth of the Ilonggo people and the precision behind every performance.

Dinagyang is more than a festival. It is a model of what Philippine cities can become when leadership is focused and communities are united.

Hala Bira, Iloilo!

Hala Bira, Pilipinas!