This study aimed to determine the challenges, marketability, and sustainability of Iloilo City as a UNESCO Creative City of Gastronomy. A survey – correlational research design was employed, gathering data from 305 tourism stakeholders representing the accommodation, food and beverage, transportation, travel agencies, academe, and local government sectors. Respondents were selected using quota sampling. A researcher – made questionnaire served as the primary data – gathering instrument . D ata were analyzed using d escriptive and inferential statistics at a 0.05 level of significance. Findings revealed that stakeholders generally perceived Iloilo City’s gastronomy – related dimensions , such as urban gastronomy, community involvement, indigenous ingredients, culinary practices and cooking methods, food market and industry, gastronomic festivals and activities, to be environmental sustainability, and its nutrition and biodiversity promotion , as not challenging. The marketability of Iloilo City was assessed “high ” across t he 7Ps of marketing , namely product, price, place, promotion, people, process, and physical evidence, reflecting a strong culinary heritage, effective branding, and a vibrant festival culture. In terms of sustainability, the city was rated highly sustainable across social, economic, and environmental dimensions, with economic sustainability receiving particularly strong support. Moreover, significant relationships were found between selected challenge dimensions, particularly c ulinary practices, food market and industry, and biodiversity promotion, and the perceived marketability and sustainability of the city. These findings indicate that addressing specific structural and operational concerns can further enhance Iloilo City’s competitiveness, strengthen its gastronomic identity, and reinforce its long – term sustainability as the Philippines’ first UNESCO Creativ e City of Gastronomy.

Keywords: challenges, marketability, sustainability, Iloilo City, UNESCO creative city, gastronomy