In a world where cities compete not just for investments but for quality of life, Iloilo City has charted a bold course forward. The RISE Iloilo Roadmap—a comprehensive strategic plan that stands for Rising Health and Social Services, Rising Economy, and Rising Livability—represents more than just a collection of government programs. It embodies the city’s commitment to transform itself into one of the Philippines’ top three most competitive highly urbanized cities by 2028.
But what exactly is the RISE Roadmap? How does it work? And more importantly, what does it mean for everyday Ilonggos?
This article breaks down the three pillars of RISE, explores the flagship programs under each pillar, and examines the measurable results that prove this isn’t just another planning document—it’s a living strategy that’s reshaping Iloilo City’s future.
Before diving into the three pillars, it’s essential to understand where RISE came from. The roadmap emerged as an evolution of Iloilo City’s previous WHEELS Program (Welfare, Health, Education, Environment, Livelihood, and Sustainability), which was launched in 2019 under the administration of then-Mayor Jerry Treñas.
WHEELS laid the foundation for inclusive development, but city planners recognized that sustained growth required a more focused, strategic approach. As Velma Jane Lao, head of the Local Economic Development and Investment Promotion Office (LEDIPO), explained during the roadmap’s launch in February 2024: “The development does not stop with us leveling up. We aim to continue going up, and that is why we have come up with RISE, Iloilo City.”
The RISE framework was crafted through the collective effort of department heads and chiefs of offices across the Iloilo City Government. It’s designed to be both aspirational and actionable, with clear goals, measurable outcomes, and specific steps toward achievement. The tagline “Sustaining WHEELS” reflects continuity while signaling evolution—RISE doesn’t replace what came before but amplifies and refines it.
The three pillars—Rising Health and Social Services, Rising Economy, and Rising Livability—work in concert to address the interconnected challenges of urban development: ensuring that economic growth translates to better lives for all residents, that infrastructure supports both business and livability, and that no one gets left behind in the city’s transformation.
The first pillar of the RISE framework centers on an unwavering commitment: that every Ilonggo, regardless of their economic status or location within the city, has access to quality health services, education, and social support systems.
The “Rising Health and Social Services” pillar represents more than expanding government services—it embodies the principle of responsive and inclusive human development. The logo’s design features two hands reaching out, symbolizing the involvement of all stakeholders in improving quality of life through the expansion of social services.
This pillar operates on the belief that a city’s true wealth isn’t measured solely in GDP growth but in the well-being of its people. It recognizes that for economic development to be meaningful, it must be accompanied by robust social safety nets, accessible healthcare, and educational opportunities.
Under current Mayor Raisa Treñas, who assumed office in 2025, the Rising Health and Social Services pillar has been operationalized through several innovative programs:
E-Health Tawag Program
One of the most transformative initiatives is E-Health Tawag, which brings healthcare services directly to residents’ homes. This program recognizes that accessibility isn’t just about building more clinics—it’s about removing barriers that prevent people from seeking care. Whether it’s mobility challenges, time constraints, or lack of transportation, E-Health Tawag ensures that health services reach those who need them most.
RISEMed: Free Medicine Program
Healthcare costs can be a significant burden on families, particularly those with chronic conditions requiring ongoing medication. The RISEMed program provides free medicines to qualified residents, ensuring that financial constraints don’t prevent people from receiving necessary treatment.
RAIS-Sustansya: Nutrition and Food Security
Recognizing the direct link between nutrition and overall health, the RAIS-Sustansya program addresses malnutrition and food insecurity. This initiative goes beyond temporary food distribution—it focuses on sustainable nutrition solutions that help families maintain healthy diets over the long term.
RISEable SPED Center
Inclusivity means ensuring that children with special needs have access to quality education and support services. The RISEable SPED (Special Education) Center opened its doors to provide specialized educational programs, therapy services, and a supportive environment for children who require additional learning support.
Uswag Atipan Center: One-Stop Social Services
Perhaps the most tangible example of the “womb-to-tomb” service philosophy is the Uswag Atipan Center at City Hall. This one-stop hub consolidates multiple services including financial assistance, burial assistance, livelihood support, education aid, health programs, and more. Since its opening, the center has served over 3,000 Ilonggos, dramatically reducing the bureaucratic burden on residents seeking government support.
A standout initiative under this pillar is the Resilient, Integrated, Sustainable Environment for Agriculture Farming (RISE-A-Farm) program. This all-inclusive and eco-friendly program makes ingenious use of vacant spaces within congested urban settings, transforming them into productive agricultural areas.
RISE-A-Farm represents a convergence of social welfare, health, and nutrition initiatives. It addresses multiple challenges simultaneously:
The program has been so successful that Iloilo City was shortlisted among the top 25 finalists (out of 101 entries) for the national Walang Gutom (No Hunger) Awards, which recognizes local government units with the best anti-hunger initiatives and food security practices.
Beyond basic healthcare, the Rising Health and Social Services pillar includes comprehensive mental health programs and physical rehabilitation services. The city government recognizes that health isn’t merely the absence of disease but encompasses mental, emotional, and physical well-being.
The pillar extends to education through various initiatives supporting students from pre-school through higher education. Programs for pregnant women, solo parents, literacy campaigns, and youth sports all fall under this comprehensive approach to human development.
The results speak for themselves. As of late 2025, Iloilo City has:
While social services ensure that no one is left behind, the Rising Economy pillar focuses on propelling the city forward through job creation, entrepreneurship support, and strategic economic development.
The second pillar envisions developing a dynamic and globally competitive economy by incorporating smart technologies, fostering strategic partnerships with the business sector, and diversifying economic activities. The logo features screw-like elements symbolizing continuous economic development—a fitting metaphor for the city’s steady, engineered approach to growth.
Iloilo City’s economic performance validates the RISE strategy. In 2024, the city posted a 7.1% economic growth rate, making it the fastest-growing economy in Western Visayas. The city’s Gross Domestic Product reached ₱171.57 billion, up from ₱160.20 billion in 2023.
To put this in perspective, Iloilo City contributed 26.7% to the entire Western Visayas regional economy, with a per capita GDP of ₱362,179—representing the estimated average contribution of each individual to the city’s economy. This figure is significantly higher than the provincial average and demonstrates the success of urban-focused economic development strategies.
BPO and IT-BPM Sector: The Growth Engine
The Information Technology and Business Process Management (IT-BPM) industry stands as a cornerstone of Iloilo City’s economic transformation. As of 2024, 118 IT-BPM companies operate in the city, employing 47,200 full-time workers—a remarkable increase from just 15 firms with 11,000 employees in 2014.
The sector’s growth has been nothing short of extraordinary:
Including indirect jobs created by the BPO ecosystem, the industry generated 188,800 jobs in 2024. The sector’s success stems from several factors:
Professional and Business Services
Beyond BPO, professional and business services showed the fastest growth in 2024 at 14.6%. This sector includes consulting firms, legal services, accounting, architecture, engineering, and other specialized business services. This growth indicates that Iloilo City is becoming a regional hub for high-value professional services.
Real Estate and Urban Development
The economic boom has fueled real estate development, with office buildings, condominiums, and mixed-use developments reshaping the city’s skyline. Property developers recognize Iloilo City as a viable investment location, driven by the growing middle class, increasing employment opportunities, and improved infrastructure.
Tourism and Cultural Economy
Iloilo City’s designation as a UNESCO Creative City for Gastronomy has elevated its tourism profile. The Rising Economy pillar includes strategies to capitalize on this recognition through culinary tourism, cultural events like the Dinagyang Festival, and heritage preservation that attracts both domestic and international visitors.
The city government takes an active role in employment generation through several programs:
PESO (Public Employment Service Office) Job Fairs
In 2025 alone, the city has facilitated massive job placement drives. In July 2025, 1,912 jobseekers were successfully hired—1,364 for local placements and 548 for overseas employment. From August to October, nearly 5,000 additional job opportunities were offered, with the BPO sector pledging 3,202 positions.
SIGE Asenso and TLC Livelihood Carts
For entrepreneurs and micro-businesses, programs like SIGE Asenso (Go Ahead, Prosper) and TLC (Tender Loving Care) Livelihood Carts provide capital assistance and business development support. These initiatives recognize that not all residents seek corporate employment—many are natural entrepreneurs who need a helping hand to start or grow their businesses.
RISE MERKADO
The RISE MERKADO program supports vendors and market traders, particularly those affected by market modernization projects. It ensures that economic development doesn’t displace traditional livelihoods but instead creates opportunities for existing businesses to thrive in improved environments.
Perhaps the most ambitious economic development project under the RISE framework is the push to position Iloilo as Southeast Asia’s bamboo powerhouse by 2030. This initiative, led by the Iloilo Economic Development Foundation (ILEDF) in partnership with international firms and government agencies, represents strategic economic diversification.
The bamboo industry development plan includes:
This initiative addresses one of the key challenges identified in the city’s economic analysis: the need for manufacturing and export sector growth. Currently, Iloilo City’s economy is 88.3% services-based, with industry accounting for only 9.6% of output. The bamboo industry could help balance this portfolio while promoting environmental sustainability.
The Rising Economy pillar recognizes that economic development requires enabling infrastructure:
Visayas International Container Terminal
The completion of this world-class seaport has opened vast opportunities for manufacturing and export industries. Companies can now ship products directly from Iloilo to international markets without routing through Manila, reducing costs and improving competitiveness.
Strategic Road Networks and Transportation
Improved road infrastructure, including flyovers, expanded highways, and efficient traffic management, reduces transportation costs for businesses and commuting times for workers. The city has also been recognized as one of the “Most Promising Cities for Public Transport and Bicycle-Friendly City.”
Business-Friendly Policies
Iloilo City has consistently been recognized as one of the most business-friendly LGUs in the Philippines, earning awards from the Philippine Chamber of Commerce and Industry (PCCI). Streamlined business registration, responsive government services, and transparent policies make it easier for companies to start and operate in the city.
The economic pillar’s success is evident in the city’s accolades:
These aren’t just awards to display—they represent tangible improvements in Ilonggos’ lives through more job opportunities, higher incomes, and better economic prospects.
Economic growth and social services matter little if the city itself isn’t a pleasant, safe, and sustainable place to live. The Rising Livability pillar addresses the physical environment, community infrastructure, and environmental sustainability that make Iloilo City not just prosperous but genuinely livable.
The third pillar aims to build livable and sustainable green communities through accessible and resilient infrastructure. The logo’s “E” resembles a building, representing the city’s commitment to infrastructure that supports the needs of a growing population. However, livability goes beyond just construction—it encompasses environmental sustainability, disaster preparedness, public spaces, housing, and the overall quality of the urban environment.
Iloilo City takes its environmental responsibilities seriously, implementing eco-friendly practices that position it as a model sustainable city in the Philippines.
Tree Park Network Project
One of the most ambitious environmental initiatives is the Tree Park Network, which will establish interconnected eco-forests across the city:
These tree parks serve multiple purposes:
The city has embarked on massive tree-planting campaigns, with a goal of planting 100,000 trees, especially native species, to boost biodiversity and reduce the city’s carbon footprint. In some areas, concrete along roads has been broken to enable native trees to be planted—a powerful symbol of prioritizing environmental health.
Coastal Protection and Climate Resilience
In November 2025, Iloilo City formalized its partnership with the Zoological Society of London (ZSL) Philippines for mangrove and beach forest rehabilitation and conservation. This collaboration will:
This partnership reflects the city’s understanding that climate resilience isn’t optional—it’s essential for long-term livability.
SunRISE and Renewable Energy
The city actively promotes renewable energy sources. Solar panels have been installed at City Hall and other government facilities, demonstrating leadership in clean energy adoption. The SunRISE program encourages private sector adoption of solar and other renewable energy technologies.
EcoCycle: Waste Management Innovation
Proper waste management is fundamental to livability. The EcoCycle program promotes recycling, proper waste segregation, and plans for waste-to-energy facilities that could transform the city’s waste management approach. The program’s logo incorporates recycling symbols, representing how the cycle of waste life can benefit the environment and future generations.
Housing is a cornerstone of livability, and the Rising Livability pillar includes comprehensive housing programs.
PASIlong Housing Program
The PASIlong (shelter) program is developing more than 2,000 housing units to relocate informal settlers from danger zones to safer, better-serviced areas. This isn’t merely about moving people—it’s about creating genuine communities with:
The Riverplains Subdivision in Jaro exemplifies this approach, providing 1,000 units of low-cost housing with supporting infrastructure and services.
The Rising Livability pillar includes significant health infrastructure investments:
Iloilo City Hospital
A ₱500-million Level 2 hospital with 200 beds and a Medical Arts Building provides comprehensive healthcare services to city residents. This facility reduces the need for residents to travel to other cities for medical care.
Dialysis Centers
The city has established multiple dialysis centers, providing accessible and affordable treatment for residents with kidney disease—a condition that requires regular, ongoing care.
Molecular Laboratory
Established during the COVID-19 pandemic, the city’s molecular laboratory demonstrated the importance of local testing capacity for public health emergencies.
Livability requires safety, and the Rising Livability pillar includes comprehensive disaster risk reduction and management:
Expanded Command Center
The Iloilo City Action and Response Command Center has been expanded with satellite units throughout the city, ensuring faster emergency response times regardless of where an incident occurs.
Flood Control Infrastructure
The city has invested heavily in flood control systems, including drainage improvements, pumping stations, and river management. The effectiveness of these systems was demonstrated during Typhoon Tino in late 2025, when Iloilo City experienced significantly less flooding than in previous major weather events.
Earthquake Preparedness
Following seismic activity in the region, the city has conducted comprehensive earthquake drills and strengthened building codes to ensure structures can withstand seismic events. These drills have revealed areas for improvement while demonstrating growing disaster readiness among city employees and residents.
Livability also means having spaces where communities can gather, celebrate, and connect:
Plaza and Park Revitalization
The city has revitalized public plazas and parks, transforming them into safe, attractive spaces where people can interact, relax, and enjoy cultural events. These spaces promote mental health, physical activity, and community cohesion.
Heritage Preservation
The city has spruced up heritage buildings, landmarks, churches, and museums, recognizing that cultural identity is part of what makes a city truly livable. This effort contributed to Iloilo City’s UNESCO Creative City for Gastronomy designation and enhances the city’s character and appeal.
Iloilo River Esplanade
The River Esplanade, lined with mangrove trees, has become an iconic example of sustainable urban planning. It provides a promenade for walking, cycling, and recreation while serving ecological functions like water quality improvement and habitat provision.
Bicycle Infrastructure
The city has developed an extensive bike lane network stretching over 19 kilometers, connecting major areas and promoting sustainable, healthy transportation. Iloilo City was recognized as the “Most Bike-Friendly City” in the Philippines in 2018, and it continues to expand this infrastructure.
Recognizing resource constraints, the city actively pursues Public-Private Partnerships (PPP) for high-impact livability projects:
These partnerships leverage private sector expertise and capital while ensuring projects align with public interest and the RISE framework’s goals.
The Rising Livability pillar’s success has earned Iloilo City international recognition:
The true power of the RISE framework lies not in the individual pillars but in how they integrate and reinforce each other:
Social Services Enable Economic Participation
When residents have access to healthcare, education, and social support, they can more effectively participate in the economy. A healthy, educated workforce attracts businesses and drives innovation.
Economic Growth Funds Social Services
The city’s economic expansion has increased tax revenues, providing resources to expand social services. In 2024, the city’s budget grew to ₱3.6 billion—21.88% higher than the previous year—partially due to economic growth and improved tax collection.
Livability Attracts Talent and Investment
Companies increasingly consider quality of life when deciding where to locate operations. Iloilo City’s livability makes it easier to recruit and retain talented employees, which in turn attracts more businesses, creating a virtuous cycle.
Environmental Sustainability Protects Long-term Prosperity
Investments in environmental protection and climate resilience ensure that economic growth doesn’t come at the expense of future generations. The bamboo industry initiative perfectly exemplifies this integration—it promises economic diversification, environmental benefits, and livelihood opportunities.
Inclusive Development Ensures Stability
By ensuring that economic growth benefits all residents, not just the wealthy, the RISE framework promotes social cohesion and stability—prerequisites for sustained development.
The RISE framework isn’t just aspirational—it includes concrete, measurable goals. The overarching objective is for Iloilo City to become one of the Top 3 Most Competitive Highly Urbanized Cities in the Philippines by 2028.
As of 2025, Iloilo City is well on its way to achieving this goal:
Economic Indicators:
Social Development Indicators:
Livability Indicators:
National Recognition:
While progress has been impressive, challenges remain:
Beyond the statistics and programs, what does RISE mean for everyday Ilonggos?
For Students:
RISE means better educational support, from scholarship programs to the RISEable SPED Center for those with special needs. It means graduating into a job market with thousands of opportunities in growing sectors like BPO, technology, and emerging industries like engineered bamboo.
For Young Professionals:
RISE means career opportunities that don’t require leaving for Manila or working overseas. It means living in a city with growing cultural amenities, green spaces, and recreational facilities—a city where you can build both a career and a fulfilling life.
For Entrepreneurs:
RISE means accessible support through programs like SIGE Asenso and RISE MERKADO. It means a government that understands business challenges and works to streamline processes, reduce bureaucracy, and create enabling policies.
For Families:
RISE means access to quality healthcare through programs like E-Health Tawag and RISEMed. It means affordable housing through PASIlong. It means safe neighborhoods, good schools, and public spaces where children can play and families can gather.
For Senior Citizens:
RISE means comprehensive social services through the Uswag Atipan Center, accessible dialysis facilities, and a city that values and respects its elders through various programs designed specifically for senior citizens’ needs.
For the Environment:
RISE means a generation of Ilonggos growing up with green spaces, tree parks, and a strong environmental ethic. It means a city that balances development with sustainability, ensuring that future generations inherit a livable, thriving city.
A critical aspect of the RISE framework is that it isn’t solely a government-led initiative—it requires community participation. The logo’s design deliberately features hands reaching out, symbolizing that transformation requires everyone’s involvement.
In Health and Social Services:
In Economic Development:
In Livability:
In Governance:
The RISE Iloilo Roadmap represents more than a four-year plan—it’s a framework for continuous improvement that can evolve beyond 2028. The focus on three integrated pillars provides flexibility to adapt to changing circumstances while maintaining core principles.
For RISE to succeed long-term, several factors are essential:
Political Continuity:
While individual leaders change, maintaining commitment to the RISE framework across administrations ensures that progress continues. Mayor Raisa Treñas has explicitly committed to sustaining and building upon the RISE foundation, stating her intention to “continue what she called the ‘next chapter of the Iloilo Miracle.'”
Measurable Accountability:
Regular monitoring, transparent reporting, and accountability for outcomes ensure that the RISE framework remains a living strategy rather than a forgotten document.
Adaptive Implementation:
While maintaining core principles, specific programs must adapt to changing conditions, new technologies, and evolving needs. The framework should be flexible enough to incorporate innovation while staying true to its fundamental goals.
Regional Cooperation:
Iloilo City doesn’t exist in isolation. Cooperation with Iloilo Province, neighboring municipalities, and regional partners amplifies impact and addresses challenges that cross administrative boundaries.
International Partnerships:
Partnerships with organizations like ICLEI, ZSL Philippines, and international development agencies bring best practices, technical expertise, and resources that accelerate progress.
Iloilo City has come a long way from its “Queen City of the South” days. Through strategic planning, good governance, and inclusive development, the city is writing a new chapter—one where economic prosperity, social inclusion, and environmental sustainability aren’t competing interests but integrated components of a compelling vision.
The RISE framework—with its three pillars of Rising Health and Social Services, Rising Economy, and Rising Livability—provides the roadmap for this transformation. It’s concrete yet aspirational, comprehensive yet focused, ambitious yet achievable.
But perhaps most importantly, RISE is motivational. It tells every Ilonggo that their city isn’t content with past glories or present achievements. Iloilo City is rising—toward becoming one of the Philippines’ top cities, toward greater prosperity and inclusion, toward a sustainable future.
As Mayor Raisa Treñas emphasized in her State of the City Address, using words that resonate deeply with Ilonggos: “Subong, updanay kita nga tumanon ini. Padayon kita sa Pag-Uswag. Padayon kita sa pag-Rise to Action. Together, we will write the next chapter of the Iloilo Miracle — an enduring legacy for our children and for all who will inherit tomorrow.”
[Translation: “Now, let us come together to fulfill this. Let us continue towards progress. Let us continue to rise to action. Together, we will write the next chapter of the Iloilo Miracle — an enduring legacy for our children and for all who will inherit tomorrow.”]
The three pillars of RISE aren’t just government programs—they’re a promise to every Ilonggo that their city will continue to rise, bringing everyone along on the journey toward a more prosperous, inclusive, and sustainable future.
Understanding RISE:
Pillar 1: Rising Health and Social Services
Pillar 2: Rising Economy
Pillar 3: Rising Livability
Integration and Impact:
The RISE Iloilo Roadmap demonstrates that with strategic planning, good governance, and inclusive implementation, cities can achieve transformative development that benefits all residents while preserving environmental sustainability for future generations. Iloilo City’s journey offers valuable lessons for other cities aspiring to similar transformation.
Last Updated: November 2025
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