Baguio City and La Union Establish Tourism Governance Partnership with "Breathe Love" Initiative

October 17, 2024 | San Fernando City, La Union – A momentous partnership between the Province of La Union and Baguio City was formalized today through the "Breathe Love" initiative, marking the start of a strategic alliance to enhance tourism governance and promote sustainable tourism practices between Baguio and La Union. The ceremonial signing of the Memorandum of Understanding (MOU) took place at the iconic Halo Halo de iLoko, symbolizing a collaborative effort to strengthen the tourism sectors of both La Union and Baguio City.

The event, titled "Breathe Love: Breathe Baguio, Love La Union," was headed by La Union Governor Raphaelle Veronica Ortega-David, with Board Member Geraldine Joy R. Ortega (1st District) accompanying her. Baguio City was represented by Mayor Benjamin B. Magalong, alongside Councilor Leah Fariñas, Baguio Tourism Council Chair Gladys Vergara, Assistant Baguio Supervising Tourism Officer Joma Rivera, and members of the Baguio City Tourism Office. Also in attendance were representatives from the Baguio City Creative Council, reflecting the city’s commitment to promoting both tourism and the creative sector.

The MOU outlines a cooperative framework that aims to align Baguio City and La Union’s tourism governance strategies, focusing on sustainable tourism development, crisis management, and the promotion of local culture and enterprises. With Baguio City’s scenic mountain landscapes and cultural heritage complementing La Union’s famous coastal destinations, the partnership is expected to provide a richer and more diversified experience for visitors.

Governor Ortega-David expressed her excitement about the partnership, stating, "The 'Breathe Love' initiative showcases our shared vision of a dynamic, sustainable tourism industry that benefits both La Union and Baguio. By working together, we can strengthen our ties, promote mutual growth, and protect our natural and cultural heritage."

Mayor Magalong echoed her sentiments, saying, "This partnership is an excellent opportunity to unite our strengths—Baguio’s cool mountain allure and La Union’s warm beach destinations—to create a truly holistic experience for tourists. Together, we can take our tourism to new heights, benefiting not only our visitors but also our communities."

Baguio Tourism Council Chair Gladys Vergara added, "This collaboration reflects the spirit of unity between our city and La Union. By joining forces, we can create sustainable tourism models that will protect our environment and uplift our local economies."

The Breathe Love initiative is expected to bring forth joint marketing campaigns, knowledge-sharing in tourism governance, and coordinated crisis response strategies to ensure resilience in times of natural or economic disruptions. Both regions are committed to fostering sustainable tourism growth that will benefit local communities, protect cultural assets, and offer visitors a seamless travel experience that showcases the best of the highlands and the coast.

The event concluded with the ceremonial signing of the MOU, officially marking the beginning of a shared journey toward sustainable tourism governance and mutual development between La Union and Baguio City.