This qualitative study aimed to explore the perspectives, values, and emotional bonds that are being created among residents, authorities, and cultural experts in the town of Molo Iloilo City, Philippines. This study investigated the hindrances of Molo district development and the mechanism to sustain the town as an Iloilo City culture, heritage, and tourism destination using phenomenological research as methodology. It was anchored on constructionism as an epistemological framework and interpretivism as the theoretical perspective of informants and their interpretation in consonance with their meaning-making process. To gather the data, an open-ended, semi-structured, researcher-made questionnaire was used as an interview guide. The data was subsequently analyzed and interpreted navigating for emerging themes from the shared-experiences of the informants. The findings of the study showed that the informants claimed that the iconic Molo served as a hub for the community's rich history and customs that invite both local and foreign visitors. They describe Molo as a progressive place that connects to community personal needs. Moreover, the informants also shared the values they built by reminiscing the cultural events held in Molo such as: semana santa, flores de mayo, fiesta minatay, simbang gabi and molo fiesta while serving the pancit molo in every occasion. Likewise, all informants explained that food is a way to build emotional bonds. They, also asserted that Molo residents who sell pancit molo, often know that the cuisine is always accompanied by fresh lumpia and empanada. However, the informants also claimed that the factors which hinder the development of the iconic Molo are the heritage sites that are underappreciated, undervalued, and underprioritized. Likewise, in discussing Molo's sustainability status, the informants asserted that the city government must revisit the laws for historical landmarks as part of the nation's cultural property. Conversely, supporting heritage landmarks by paying entrance fees for tour visits and buying local delicacies of local vendors of Molo is one way to sustain the destinations. Lastly, in case there will be an introduction of new attractions that could add diversity to Molo, the city should undergo an assessment with caution and thorough consideration in striking the balance of modern development and conservation while ensuring the enrichment of the tourist experience without an inch of degradation of cultural heritage.