Globalization and Heritage Tourism of Iloilo City Central Business Districts

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.

Keywords: Central Business Districts, globalization, urban morphology, heritage

preservation, heritage tourism

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

or collective perceptions of tourist experiences that are usually firmly rooted in

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

promote new areas of interest.

Van den Berg (1995), pointed out that the “old cities have showed evidence of

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

appearance. According to Conzen (1996), explained the origins of the urban

development management and sustainability are intimately connected to the nature and

development of an important part of urban morphology itself.

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.

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.

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

Iloilo City government decided in 2008 to embark on the revitalization of it historic

downtown.

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.

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

and their associated meanings.

Heritage tourism is strongly a visual place. We spend time in advance of local or

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

globalization in the Third World cities.

The Turner and Ash (1975), explained that the third world heritage districts also form

part of “pleasure periphery.” As we can conceptualize our heritage tourism into

Philippine historic or heritage districts as a duality anchored by economic factors at one

end, and cultural capital at the other. Heritage tourism remains a commodity and widely

sold in different markets.

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

heritage more lively than the present.

Globalization of the 1st Queen City of the South

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

in the region, by giving a position of greater importance to the town of Iloilo.

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

merchants in Iloilo to organize a commercial house which “engaged in financing sugar

production, importing sugarcane needs from Sumatra, Indonesia and exporting sugar to

England and Scotland and other foreign countries (Loney, 1864).

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

explained in terms of geographical, demographical, economic and other factors. The

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

by Guimaras Island. The channels of deep water so formed provide excellent

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

embarcacciones de alto en el estrecho que se forma entre su cosa y la de Guimaras.”

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

Arts and Trades which was opened in 1891 (Hernandez, 2008).

From Iloilo Central Business Districts (ICBD) to Heritage Zone

The ICBD that comprises the historic and heritage zones meaning, the Iloilo city is

layered with historical meaning, I evaluated old buildings to describe the urban

morphology of Iloilo City using a considerable number of old photographs available in

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

heritage sustainable management is properly implemented. Whether or not there is a

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

our local property.

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

rediscovered as an important marketing tool to attract those travelers with special

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

an instrument it facilitates harmony and understanding among people, it supports

culture and helps renew tourism.”

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

conservation of natural resources, accurate interpretation of sources, authentic visitor’s

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

understanding the impact of tourism on communities and regions, achieving economic

and social benefits, providing financial resources for protection, as well as marketing

and promotion.” As a result, heritage – tourism can be seen as a blend of education,

entertainment, preservation and profit.

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

revitalization program of the ground.

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,

inadequate garbage collection, easily flooded streets due to clogged drainage,

overcrowded sidewalks caused by too many sidewalk vendors, illegal building

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

historical significant materials that reflect the history, architecture, engineering 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

visitors of Iloilo city.

The development heritage management and sustainability strategy of the city are; First,

the infrastructure, utilities and private establishments must be improved in a manner

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

Iloilo residents and businesses.

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

by commercial buildings, a church, and large residential structures.

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

them were called as S. Villanueva buildings. It considered as local heritage buildings.

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

owners shares in common arcade. Three structures identified have Neo-classical

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

buildings. It considers as local heritage buildings. These structures served as

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

considered in good condition and renovated.

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

character, no existing landscaping and descriptive status of development. There is no

existing parking space for the store owners.

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

arcade with sidewalk.

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

interiors change substantially and without any consistent attention to architectural

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

original design may have been transformed to accommodate the overcrowding.

The habitat of a city reflects the richness of a place, not just some public spaces or

ceremonial government and religious buildings. Everyday residences leave a defining

mark on historic zone. One vernacular design element that distinguishes ICBD from

other historic districts its architectural designs.

Globalization and Heritage Tourism

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

to preserving and promoting their cities heritage has sprung up.

The transformation of ICBD is useful way to understand recent theorization.

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

for domestic and international tourists. Simultaneously, globalization homogenizes these

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

appreciate Western Union, Starbucks, Samsung, Levis, McDonalds, Coca-Cola, and

other chains because they bring employment and captive tourists. How these firms and

travelers are accommodated will determine the economies, lifestyles, and landscapes of

the Iloilo City’s heritage zone.

Heritage tourism is a major world industry. A heritage-oriented tourist is also more

educated. This type of tourist spurs development. The community can be assured that

the environment quality will not be impaired by unplanned developments. It hopes to

encourage sensitive planning which involves preservation and reuse of important

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

landmark can be used in advertising local products.

The antique buildings appreciate in value if the building is well-maintained, the

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

increased the value of heritage buildings. The economic progress resulted in an

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

government supported by the heritage conservation group to realize its conservation

programs. Increasingly, from private-public partnerships who target specific buildings

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

spaces deteriorate and require intervention. Under these difficult economic

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

of Iloilo city’s downtown stakeholders, thus, the city government seriousness in

addressing the Iloilo Central Business districts declining business and provide a strong

catalyst for the revitalization process as former “Queen City of the South.”

Bibliography
Conzen, M.R.G. (1969). Alnwick, Northumberland: A Study in town-plan analysis.
London: Institute of British Geographers.

Funtecha, Henry F. (1997). Iloilo in the 20 th Century : An Economic History. Iloilo City.

Funtecha, Henry F. & Melanie J. Padilla. (1999). Historical Landmarks & Monuments of
Iloilo. Tokyo, Japan: The Toyota Foundation, Inc.

Hernandez, Policarpo F. (2008). Iloilo, the Most Noble City: History and development
1566 – 1898. Quezon City: New Day Publishers.

Iloilo Cultural Heritage Consrvation Council (ICCHCC). (2011). Implementing Rules and
Regulations for the Downtown Central Business Districts (CBD) Heritage Zone. Iloilo
City.

_________________________________. (2011). Downtown Central Business Districts

Catalog.

Nagle, Garrett. (1999). Tourism, Leisure and Recreation. United Kingdom: Thomas
Nelson & Sons Ltd.

Scarpaci, Joseph L. (2005). Plazas and Barrios : Heritage Tourism and Globalization in
the Latin America Centro Historico. Arizona : The University of Arizona Press.