By Kathlene Joyce C. Ramones- PIA-La Union

 

SAN FERNANDO CITY, La Union, Philippines — The provincial government of La Union plans to establish a tourism center in San Juan to strengthen the province’s tourism industry and promote its destinations, Governor Mario Eduardo Ortega announced.

The proposed center, located in San Juan’s main tourist area, is envisioned as a hub for showcasing attractions across the province.

“This will be a big investment, but we need it to effectively promote all tourist areas in La Union,” Ortega said.

San Juan remains the province’s top tourist spot, particularly for surfing.

The tourism center aims to encourage visitors to explore destinations beyond the coastline.

“With this center, we can highlight not just San Juan but all other tourist spots in La Union,” the governor added.

The initiative comes amid rising tourist arrivals.

The Department of Tourism reported that more than 300,000 tourists visited La Union as of October 2025.

The provincial government also plans to develop new adventure tourism sites, including camping areas, hiking and cycling trails, and motorized and non-motorized routes.

Ortega noted that many tourists seek activities beyond surfing, creating a need for clearly defined outdoor experiences.

Destinations like Tangadan Falls in San Gabriel and Bulalakaw Falls in Bagulin are expected to enhance visitor experiences while preserving surrounding natural areas.

These developments are intended to support local economic growth while promoting sustainable and responsible tourism.

They are part of a broader strategy to position La Union as a premier destination for adventure, nature, and eco-friendly travel.