SAN FERNANDO City, La Union – Visitors to this province are satisfied with the experience they had during their visit, the La Union Wonders and Adventure Visitor Experience Survey conducted by the Provincial Government of La Union through the La Union Provincial Tourism Office said.

BEACH teeming with guests in La Union.

According to the survey, the province continues to attract young adult tourists who are employed and travel in groups for leisure.

Majority of them are millennials and Gen Z with an average travel expenditure of P10,311. Most visitors are females with 60 percent and males with 40 percent.

“We have innovated on this LU WAVE Survey as the PGLU determines our tourists' behavior, experience, and purchase preferences and habits,” said Gov. Raphaelle Veronica “Rafy” Ortega-David.

“We are delighted to know that our dear visitors continue to love and enjoy our beloved province of La Union. We thank our visitors for always choosing our province as your preferred destination,” David added.

The survey also said that 93 percent of tourists stayed overnight with budget-friendly tourist inns as their preferred accommodation while the remaining seven percent are day tourists. Sixty-eight percent are repeat visitors with an average of five returns.

The largest number of visitors are from Metro Manila at 44 percent, followed by Calabarzon, Cordillera Administrative Region, Central Luzon, and Ilocos region.

“The influx of tourists is likely a result of La Union’s road accessibility and popularity as a weekend destination,” David said. “This is indeed a proud moment for our province as we showcase the soul of La Union including our vibrant culture, natural beauty, and the unstoppable spirit of our La Union Probinsyanihan,” she said.

Majority of visitors use private transport with 72 percent and 28 percent relying on public transit.

Ortega urged visitors and locals to be responsible and practice sustainability. “Our beaches here are also sanctuaries for marine life, including nesting sea turtles. I encourage everyone to embrace responsible tourism and help us protect and ensure that the beauty of La Union’s shores will be here for generations to come.”