No longer content with being known solely for Bucari’s cool climate and pine-lined hills, the town of Leon in Iloilo is charting a bolder tourism direction with its newly launched slogan: “Leon Beyond Imagination.”
The message is clear—Leon is more than a mountain escape. It is positioning itself as a dynamic rural destination where nature, heritage, agriculture, and enterprise intersect.
Town officials said the rebranding is not merely cosmetic. It is a strategic push to unlock economic opportunities for residents by expanding tourism beyond its highland appeal.
While Bucari remains a flagship attraction, the municipality is now spotlighting farm tourism, ecological adventures, cultural heritage sites, and proudly local products as part of a broader visitor experience.
Tourism Officer-Designate Dr. Rommel Calceña shared that the slogan emerged as the strongest among several proposals because it is concise, aspirational, and forward-looking.
Institutionalized through a municipal ordinance, the branding reflects a long-term development roadmap rather than a seasonal campaign.
From fresh highland vegetables and fruits to native chicken delicacies, the waterfalls of Camandag, handcrafted goods from Barangay Baje, and pilgrimage sites that draw faith-based travelers, Leon is packaging its assets into a cohesive tourism narrative—one rooted in authenticity.
Local leaders believe that the shift responds to a growing market of travelers seeking immersive rural experiences.
By promoting community-based tourism and supporting local producers, the town aims to generate jobs, increase income for farmers, and sustain small enterprises.
With “Leon Beyond Imagination,” the municipality is not simply inviting visitors—it is redefining itself. And in doing so, Leon is betting that its greatest tourism asset is not just its landscape, but the limitless possibilities it offers beyond what most imagine.IMT
