To boost the tourism sector, the Provincial Government of La Union organized the La Union Tourism Summit 2024 last Sept. 25. It took place at the La Union Convention Center in the City of San Fernando.

Taking the lead was the La Union Provincial Tourism Office (LUPTO), in an event that had over 200 tourism stakeholders in the province which comprised hotel and restaurant owners and employees, tour guides, travel and tour agencies, academic institutions, micro small and medium enterprises and different partners and organizations in the tourism sector.

 

Following the theme, “Tourism and Peace,” the gathering coincided with the celebration of National Tourism Month. The summit seeks to equip participants with knowledge on sustainable tourism practices and foster stronger connections among tourism stakeholders, enhancing overall service delivery in the industry.

“Tourism could also be an agent of peace. Globally now, it is now considered that tourism could be aiding in the achievement of peace in the world,” underscored LUPTO officer-in-charge Julius Manabat.  “In this tourism summit, we will reflect on the profound connection between tourism and peace. Let us all learn together to make our industry a vessel and an agent of peace in our province and in our country as a whole.” 

Gov. Raphaelle Veronica Ortega-David mentioned how tourism is a catalyst for promoting peace and harmony. “It is peace that makes our beaches, mountains, and cultural sites a place where both locals and tourists can relax, explore, and appreciate the wonders of our province,” shared the public official.

“Maintaining this peace is a shared responsibility. Every individual in La Union, whether you are a local, a tourist, or a business stakeholder, plays a vital role in preserving peace and order in our communities,” Gov. Ortega-David added.

 

Talks at the event focused on exploring diverse opportunities and innovative strategies to advance the tourism sector. It also emphasized the important role of tourism and culture in promoting peace, inclusivity, and unity by encouraging collaborative and cooperative approaches.

During the event, Dr. John Paolo Rivera discussed the topic of tourism as an agent of peace and inclusivity. “La Union is a growing tourism destination,” stressed Dr. Rivera. “Part of the agenda in the tourism of La Union is to create a tourism destination, a province that can serve as a model of peace and inclusive tourism.” 

Meanwhile, the discussion of Dr. Ramon Benedicto Alampay focused on the role of tourism in uniting communities. Another talk by Ronn Astillas tackled how collaborative approaches and competition can help advance tourism and peace. “When you want tourism to fly it goes beyond collaboration, it has to be inclusive. The collaborative approaches on tourism and peace, you need to link it to identity, people and environment,” shared Astillas. 


Aiming to attract more visitors to the province, LUPTO has intensified its promotional efforts, explored new potential tourist destinations, and provided training to tourism partners and stakeholders. In the first half of this year, La Union welcomed over 237,868 tourist arrivals generating a revenue of around ₱462 million. There is hope that in the provincial government’s continued efforts of amplifying initiatives to bolster the tourism sector, more people will find La Union as a place to visit, invest in, and enjoy.