By Chester Carlo M. Trinidad

 

LA UNION, Philippines (PIA) — The province of La Union recorded 518,937 tourist arrivals in 2025, reflecting the growing impact of sustainable tourism on local economies and communities.

The La Union Provincial Tourism Office said the strong turnout highlights the province’s efforts to promote responsible travel—balancing visitor growth with environmental protection and cultural preservation.

Tourism remained a key economic driver, generating an estimated P1.02 billion in receipts, benefiting local businesses, workers, and community-based enterprises.

The province’s approach aligns with the broader push for sustainable tourism development in the Philippines.

The municipality of San Juan, known for its surfing industry, recorded the highest number of visitors at 184,762.

It was followed by San Fernando City, with 134,181 arrivals, and Bauang, with 81,146.

These areas continue to attract tourists due to their accessibility, established accommodations, and diverse tourism activities.

Visitor arrivals peaked from March to May, driven by the summer season and school breaks.

To spread tourism gains beyond major hubs, the provincial government is promoting emerging destinations such as the waterfalls of San Gabriel and Pugo, as well as cultural and heritage sites across inland towns.

Tourists are also encouraged to explore local traditions, including the Abel weaving in Bangar and historical landmarks, such as the Baluarte Watch Tower in Luna.

Officials said expanding tourism destinations helps distribute economic opportunities while reducing pressure on heavily visited areas.

With its sustained growth, La Union is positioning itself as a model for inclusive and sustainable tourism development, supporting national efforts to strengthen the tourism sector while protecting natural and cultural resources. (AMB/CCMT, PIA La Union)