SAN FERNANDO CITY, La Union – This province earned P1.06 billion from tourism in 2024, three percent higher compared to the P1.03 billion in 2023.

Gov. Raphaelle Veronica “Rafy” Ortega-David lauded the achievement.

TOURISTS swim in a beach in San Juan, La Union. (Photo via LUPTO)

“We are delighted to know that our dear visitors continue to love and enjoy our beloved province of La Union with remarkable growth in our tourism revenue. We thank our visitors for always choosing our province as your preferred destination,” she said.

The Provincial Tourism Office attributed the increase to the 539,824 arrivals despite a two percent decrease compared to 2023 with 550,359.

“The data generated were based on overnight visitors gathered from various La Union tourist accommodation establishments,” said PTO OIC Julius Manabat. "On the brighter side, their average length of stay has increased, which means that the quality time they spend here in the province lasts longer. We can see that the economic impact is higher this year," Manabat added.

The top three most visited destinations by overnight guests were San Juan town with 211,234 visitors; this city with 105,730, and Bauang with 105,527. “The influx of tourists is likely a result of La Union’s road accessibility and popularity as a weekend destination,” David said.

The month of April had the highest number  arrivals with 56,194. “We call this summer peak. Our tourists were spread out to the different beaches, ecotourism sites, and other offerings of our province during this season,” Manabat added.

The visitor satisfaction survey dubbed La Union Wonders and  Adventure Visitor Experience Survey conducted by PTO showed that the province continues to attract young adult tourists who are employed and travel in groups for leisure. 

Majority were millennials and Gen Z with an average travel expenditure of P10,311. Sixty percent were females and 40 percent were males.

“We have innovated on this LU WAVE survey as the PGLU determines our tourists' behavior, experience, and purchase preferences and habits,” said Ortega.

Ninety-three percent stayed overnight with budget-friendly tourist inns as their preferred accommodation. Seven percent were day tourists. Sixty-eight percent were repeat visitors with an average of five returns.

Forty-four percent were from Metro Manila, followed by Calabarzon, Cordillera Administrative Region, Central Luzon, and Ilocos region. Seventy-two percent used private and 28 percent relied on public transport.