La Union Captures Heart of Visitors, Gains Highly Satisfied Rating

The Province of La Union welcomed the love month with overflowing love from the visitors as it delivered a highly satisfying rating on their tourism experience. This was revealed in the new survey of the La Union Wonders & Adventure, Visitor Experience Survey (LU WAVES) conducted by the Provincial Government of La Union (PGLU) through the La Union Provincial Tourism Office (LUPTO). 

Survey shows that La Union continues to attract young adult tourists who are employed and travel in groups for leisure. Majority of them are millennial and Gen Z with an average travel expenditure of ₱10,311. Most visitors are dominated by female tourists with 60% and male tourists with 40%. 

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

93% of tourists stayed overnight with budget-friendly tourist inns as their preferred accommodation while the other 7% are day tourists. A significant 68% are repeat visitors with an average of five returns.

LUPTO recorded tourists from Metro Manila contribute to the largest number of visitors with 44% followed by visitors from CALABARZON, Cordillera Administrative Region, Central Luzon, Ilocos Region and other regions. 

“The influx of tourists is likely a result of La Union’s road accessibility and popularity as a weekend destination,” Gov. Ortega-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 underscored.

Meanwhile, transportation in La Union is largely dominated by private vehicles, with 72% of visitors using private transport and 28% relying on public transit. Despite the strong dependence on private vehicles, transportation satisfaction in La Union remains high. Gov. Rafy then encouraged the 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,” Gov. Ortega-David remarked. Given the data gathered, La Union remains to be an accessible weekend getaway, particularly on Fridays and Saturdays.