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Abstract
The recognition of the historical and architectural significance of the physical fabric of
the old Iloilo city provides us an important basis for an integrated framework for
planning, urban design and urban landscape management. Though much has been
written about the economic development of the Iloilo City Central Business District
(CBD), urban design, physical characteristics, transportation and environmental
management of the areas have not been investigated in depth. Iloilo City has its own
distinct urban landscape and unique atmosphere. Because of its rich historical and
cultural heritage has given the city a unique and distinct identity, manifested in its old
churches, grand ancestral houses and art deco commercial buildings. But rapid
urbanization has taken its toll. The city is undergoing rapid transformation especially in
its central business districts. Majority of historic buildings along central business districts
are decaying. The city’s central core is located in Iznart and Jose Maria Basa (JM Basa)
streets. This CBD is also known as the heritage zone thus, identified by expensive land
values, and high density populations. These two major streets are considered as the
central nucleus of commercial and uses which has a concentration of commercial
establishments, retail stores, and cultural activities. This paper tackles the historical
urban development of Iloilo City Central Business Districts (ICBDs). It focuses on the
structural assessment of the old structures. Integrative heritage planning approach is
required to analyze the context of urban forms; functions, development program and
future tourism potential are discussed in the relation of new city development plan,
which is a concrete representation of heritage city.
Introduction
Old historic buildings, streetscapes, food and bazaar are fundamental to the practice of
heritage tourism. The demand for heritage tourism commonly emanates from individual
associations with particular places, whilst the promotion and marketing of heritage
tourism depends heavily on the information and dissemination of the positive and
attractive images of destination as places. New tourism and heritage area emerge and
unsustainable heritage and tourism development are facing severe negative impacts
caused by an unbalanced and uncontrolled rise of the tourism industry.” The City of
Iloilo is no exception and over the years local scholars studied the urban development
of Iloilo City Central Business Districts in many different ways. They also differ from one
another in terms of the settlement patterns, cultural identities, layout and overall
development management and sustainability are intimately connected to the nature and
Iloilo City has its own distinct urban landscape and unique atmosphere. Because of its
rich historical and cultural heritage has given the city a unique and distinct identity,
manifested in its old churches, grand ancestral houses and art deco commercial
buildings. But rapid urbanization has taken its toll. The city is undergoing rapid
along central business districts are decaying. The city’s central core is located in Iznart
and Jose Maria Basa (JM Basa) streets. This CBD is also known as the heritage zone
thus, identified by expensive land values, and high density populations. These two
major streets are considered as the central nucleus of commercial and uses which has
The recognition of the historical and architectural significance of the physical fabric of
the old Iloilo city provides us an important basis for an integrated framework for
planning, urban design and urban landscape management. Though much has been
written about the economic development of the Iloilo City Central Business District
(CBD), urban design, physical characteristics, transportation and environmental
Alarmed with these conditions, many of old businesses and enterprises in the downtown
area have moved out to the newer shopping malls due to physical conditions of the old
structures were deteriorating or even closing. To address the decline of business, the
downtown.
This paper tackles the historical urban development of Iloilo City Central Business
forms; functions, development program and future tourism potential are discussed in the
city.
Conceptual Framework
The Iloilo City central business district identified as good tourist attraction and located in
the cultural zone of old Iloilo City. According to J. Urry (2000), the spatial pattern of
heritage tourism depends upon how we develop and view the place. In his notion of the
“tourist gaze” help us to understand the processes both in construction of heritage and
tourist places and of their consumption. The metaphor of visualization that is implicit to
his concept “gaze” is the core to understand the modern heritage and tourism practices
international trip attempting to visualize the experience by examining the old structures
and streetscapes and we often spend significant parts of the touring in the act of finding
the significance or the provenance of the structures. As we gaze upon places, people
and artifacts, which are aided by photographs or video footage that we have
consciously taken to act as visible reminders of our visit. We gaze and record places in
the process, we are inventing places to suit our purposes. We gaze upon heritage sites
which partly the product of our social, educational and cultural backgrounds. Hence, it is
very clear potential for marketing and promotional strategies to shape out city.
Globalization brings issues of space, time and territorial organization into the center of
my analysis. This means that a predominant framework of political sociology –the role of
the nation-state as the catalysis of change – it has been theorized and recast into a
secondary role. In its place many actors that ushering in globalization as M Albrow
(2000) identified several core positions about how heritage tourism relates to
The Turner and Ash (1975), explained that the third world heritage districts also form
end, and cultural capital at the other. Heritage tourism remains a commodity and widely
Hewison (1987), argues that the past is a cultural resource which we can serve as an
inspiration for the future generations. The heritage tourism development in Iloilo city is
bonded in the essence that they subvert an in-depth understanding of local history and
tourism heritage. Our history is reselected and written, presenting our past rich cultural
The year 1856 marked the beginning of a change in the relationship between Molo and
Jaro and the growth of Iloilo as an important commercial center. According to Leichter
(1972), Iloilo was designated by the Spanish a port of entry for international vessels.
The result was new commercial activities change the relationship among several towns
The growth of Iloilo cannot be attributed solely to its establishment as a port of entry. As
Iloilo city starting out as a “small and incoherent grouping of fishermen’s hamlets from
the Iloilo River by a large swamp,” after 1855 she became the “Queen City of the
South,” and later given the title of La muy noble ciudad. Leichter (1972), identified other
factors contributed to the development of Iloilo like the presence of people with
entrepreneurial skills, domestic markets for imported goods and lucrative export
products. It was Nicholas Loney, the first British Vice Consul to Iloilo, which he went to a
long way in providing the skills and imagination necessary for taking advantage of
Iloilo’s new potential. He was convinced the great possibilities of sugar industry in the
region. As his effort, N. Loney and his fellow countrymen became the first foreign
production, importing sugarcane needs from Sumatra, Indonesia and exporting sugar to
The firm of Loney and Ker shortly was joined by other foreign entrepreneurs in financing
and expanding the sugar industry and the region and other related commercial
activities. The effect of this economic growth on Iloilo was very significant. The new
wealthy elite began to emerge, and most of them were either Spanish or Chinese
mestizos (Filipinos of Spanish or Chinese ancestry). In addition, the physical
appearance of Iloilo towns underwent important changes. Loney (1864), mentioned that
“the swampy land around the wharf area filled and new pubic and commercial buildings
were constructed.” By the beginning of the American occupation in Iloilo, the province of
Iloilo mentioned by the Rosenstock City Directory (1906) as the second capital of the
Philippines.
Towards 19th century as the commercial and agricultural center in the Visayas can be
most notable geographical feature of Iloilo is its strategic location as a port with a
natural harbor. Its port is situated at the mouth of the Iloilo River facing a strait protected
anchorage shelters the city from the southeast typhoons and provides natural passage
for fish and dolphin runs. As Buzeta (1898) mentioned, “tiene un buen Puerto para
Other important features in Iloilo, is endowed with a very wide plains that are fertile and
suited for intensive agricultural production. A port open to international trade, with very
profitable sugar plantations, beautiful mansions, and grand stores in Calle Real (JM
Basa) selling luxury products from all over the world. At the turn of 20 th century, Iloilo
City was the second to the primate city of Manila, with an agricultural experimental
station established at La Paz in 1888, which is now still called La Granja, and school of
layered with historical meaning, I evaluated old buildings to describe the urban
the archives of Iloilo Cultural Research Foundation. Rose (2001) and Stuart Hall (1997),
argued that using visual images are never innocent and “that they always represents
some bias in how they used and how they will be viewed by the reader.”
The Iloilo City heritage zone requires the physical and mental landscape of the place
and ideas be opened up to a reflexive imagination. The heritage building along the
heritage zone belongs to all of residents of the province. So, it is very important that
political will and the public financing necessary to accomplish the physical tasks of
heritage structures is a large question. The point here is that heritage structures in the
heritage zone are extremely problematic in the context of a modernizing global world. To
preserve historicity, one must protect the value of local historic practices for people
today. But we also have to accept that antiquity has precious little exchange value in the
global supermarket of our common present. So, if the task of preserving history is not
simply to be handed over to those who would profit from establishing a market for local
antique wares then we need to find some other concrete answers to value the past as
Weiler and Hall (2005), discussed culture, heritage and the arts have a long contributed
to appeal of tourist destination. However, in the recent years “culture” has been
interest in heritage and arts. Hollinstead (2000) explained that cultural heritage tourism
as the fastest growing segment of the tourism industry because there is a trend towards
an increase specialization among tourists. This trend is evident in the rise in the volume
of tourists who seek for adventure, culture, history, archaeology and interaction with the
local people. Richards (1996) added that “cultural heritage zone is very important for
tourism industry for various reasons; it has a positive economic and social impact, it
establishes and reinforces identity, it helps preserve the cultural heritage, with culture as
The Iloilo City Committee for Heritage Conservation Council (ICCHCC) has a number of
objectives that must be met within the context of sustainable development such as; the
experience and the simulation of earned revenues of cultural resources. Falmark (1994)
explained that “cultural heritage zone is not only concerned with identification,
management and protection of the heritage values, but it must also involved in
and social benefits, providing financial resources for protection, as well as marketing
The conversion of Iloilo business districts envisions the transformation of downtown into
an exciting and interesting place where businesses want to remain or relocate to, and
where people prefer to work, shop, live and have fun. Given the prevailing
circumstances in the Iloilo city downtown area, especially the absence of any previous
experience with downtown redevelopment among the local heritage development plan.
The Iloilo city government acknowledges the need to take the lead in getting the
The city officials, heritage group and private sectors recognized the need to accurately
identify and directly address the problems that were causing the deterioration of the
ICBD. These included heavy traffic congestion, severe lack of parking areas,
extensions and lack of maintenance of most if not all buildings. The city government
pursues and ensures the rationale and conservation of Iloilo City Downtown Central
Business Districts Zone. As such, the ICCHCC (2011) provision to safeguard the
heritage of the city’s central business districts by preserving more buildings, sites or
archaeology of the city. Moreover, to promote use of downtown central business district
heritage zone for education, tourism, pleasure, social welfare of the residents and
The development heritage management and sustainability strategy of the city are; First,
that will make the ICBD are attractive, interesting and convenient. Second, the city’s
historical and cultural heritage assets must be preserved through the conservation of
heritage buildings. These buildings form an integral part of the revitalization of urban
and heritage plan. That makes more attract tourist and fosters pride of the place among
Heritage Buildings
Iloilo City’s natural landscape is mostly coastal floodplain bordered by a strait at its
southern and eastern shores. A substantial part of the city’s built landscapes is
dominated by medium rise buildings with a few emerging high rise structures in the
downtown area and along major thoroughfare. Major infrastructure projects like radial
roads, bridges and a floodway channel from the city’s built environment. Distinguishing
features of the city’s skyline are heritage buildings that reveal the city’s rich cultural and
architectural history. These are complemented by similarly aged district plaza, sounded
The Chinese, Spanish and American influences are preserved in the city’s rich arts and
history. It can be seen in the city’s architecture, food, religious traits, festivals, visual arts
and industries. These are some cultural heritage well preserved and are now part of the
city’s tourism attractions, active local enterprises and the Arc Deco commercial buildings
in downtown Iloilo.
Along Iznart Street they are eight (8) identified heritage structures in the area. Three of
These structures served as commercial buildings during the American years. Four (4) of
them are old and deteriorating and three (3) are considered as old, deteriorated-partly
altered, and only one considered in good condition and renovated. The eight buildings
(8) have 2nd Floors and commercially used. Two (2) were used as a residential and
seven with storage rooms. There is no existing parking space in the area, which all
character. It slightly busy during the day, but moderate traffic of people during the day.
With good concrete road but poor drainage system. In terms of security, police and
tanod are presence in the area. Buildings have setbacks, and with sidewalk arcade.
Along Jose Maria Basa Street (JM Basa) formerly called Calle Real they are sixteen
identified heritage structures in the area. Six of them were called as Villanueva
commercial buildings during the American years. Four (4) of them are old and
deteriorating, there are considered as old, deteriorated-partly altered, and only one
The two buildings are identified owned by Mrs. Lourdes Jalandoni. The earliest building
constructed is dated 1923, followed by 1925, 1927. There is only one built in 1935;
redone in 1948 and renovated in 1995. The rest unknown because its’ owned differently.
The fifteen buildings have 2 nd floors, three for 3rd floors and commercially used. Twelve
were used as a residential; eighteen served as commercial and rentable used their
ground floor. Fifteen with storage rooms and three used as offices. Fourteen buildings
without the existing parks but four shared a common public arcade. Fourteen have
directly access the JM Basa road. Ten structures identified have Neo-classical
The existing roads in good concrete condition but poor drainage system. Security police
and tanod presence in the area. Seventeen buildings have setbacks, and used the
Matter of urban heritage preservation, other cultural and socioeconomic factors are at
play. Structures are reconverted from residential to commercial uses, and owners do not
always inform planning authorities of conversions or remodeling in progress. Many
property owners lack of funds to undertake quality restorations. Thus, facades and
authenticity, which is an elusive goal in any preservation project. Inner city tenements in
ICBD take root without any noticeable changes to the exterior of a building. By the time
the researcher realized that multiple tenants occupied a former single residence, the
The habitat of a city reflects the richness of a place, not just some public spaces or
mark on historic zone. One vernacular design element that distinguishes ICBD from
In the global game, nation-states seek for prestige, power and influence. Heritage is an
important resource in this game. Last February and March I visited Laos, Thailand,
Cambodia, Vietnam, Malaysia and Indonesia may be relatively poor, yet because of
their well-preserved temples and public buildings, internationally they project an aura of
respectability. The emergence of pride of place makes the local communities dedicated
Globalization has made communications and immigration more fluid. The cultural and
media influences are widely disseminated. As local and multinational hotel chains
appear, the marketing of ICBD highlights is similar in generic features of the colonial
landscape. With newly opened café centers Mexican color motif and bossa nova music
become evident in the area. Amidst these motifs, the generic features that harmonize
these spaces. Heritage tourism in ICBD will thrive because it affords unique landscapes
landscapes and chips away at the uniqueness of these districts. As tourists come to
expect certain levels of comfort and standardized services and facilities, local hotel
operations will move in to satisfy those demands. Seen from the vantage point of the
logic of market, these local firms perform a function to cater foreign visitors.
If heritage tourism is factored into the globalization agenda, it will likely be classified as
a cultural globalization dilemma. In that category, it will have to compete with linguistic
concerns (example the spread of Korean), and the spread of a global consumer culture
that downplays local culture and authenticity while celebrating foreign models of
consumption. If local residents are to have a say in directing planning and economic
development, they must rely on endogenous resources. The Ilonggo may well
other chains because they bring employment and captive tourists. How these firms and
travelers are accommodated will determine the economies, lifestyles, and landscapes of
educated. This type of tourist spurs development. The community can be assured that
structures, as well as development of new buildings that complement and respect their
surrounding environment.
For the businessmen, a glamorous address and a storied place’s name are important
incentives for investing locally. Like Shanghai and Hanoi are both Communist cities, yet
they renovate beautiful European-style villas that were products of Western imperialism
of the 1900’s – 30, because these attract companies seeking prestigious locations. The
restored districts itself becomes the setting for the celebration and promotion of
traditional festivals of the area, such as Holy Week and fiesta processions. Moreover, in
branding, more businessmen affix brand labels to traditional products like pasalubong
and native stuffs. Some include pictures and information on the heritage of their locality.
One line Panaderia de Molo features the Molo Church on its label. A well known
neighboring or vicinity is also properly maintained, and the infrastructure in the district is
adequate. Like for example, the infrastructure of Vigan was improved, several antique
houses were restored and converted into hotels and restaurants. Meanwhile, NGO’s
launched a publicity campaign regarding Vigan’s uniqueness. This happened once and
the value of both the lots and their heritage buildings went up in less than ten years.
Finally, the steady increase in economic activity and wealth during the past twenty years
expansion in heritage tourism. The gentrification of historic districts, and the renovation
and adaptive reuse of grand old buildings for luxury or middle-income housing shopping
centers, offices and the like. The Philippine Environment Policy (PD. No. 1151)
mandated that the government, in cooperation with concerned private organizations and
entities, use all practicable means and essential considerations in promoting the general
welfare, to the end that the Nation may to preserve important historic and cultural
aspects of the Philippine heritage; attain a rational and orderly balance between
population and resource use and improve the utilization of renewable and non-
renewable resources.
Epilogue
Almost all of the old buildings in the downtown area are privately owned; the private
sector had to be directly involved. Many heritage structure owners are not interested in
repairing or renovating their buildings because of low rental fees. The Iloilo City
government usually spearheaded the preservation and conservation efforts in the ICBD
heritage zones. They consulted always the owners of the of the buildings. The Iloilo City
and projects that have great tasks with enhancing or restoring the structures. There is
also a gradual cycle of phasing in historic preservation work as buildings and public
circumstances, funding heritage projects is difficult. The chosen plan needed to signal,
and creative design can produce results that address the various interest and concerns
addressing the Iloilo Central Business districts declining business and provide a strong
catalyst for the revitalization process as former “Queen City of the South.”
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