La Union Tourism Revenue Soars to P1.06B in 2024

The Province of La Union continues to make waves in the tourism sector as it earned P1.06 billion in 2024.

The La Union Provincial Tourism Office (LUPTO) said that tourism receipts of the province rose to P1.06 billion last year which was three percent higher compared to the P1.03 billion in 2023.

“We are delighted to know that our dear visitors continue to love and enjoy our beloved province of La Union that made a remarkable growth in our tourism revenue. We thank our visitors for always choosing our province as your preferred destination,” Gov. Raphaelle Veronica “Rafy” Ortega-David said.

LUPTO attributed the increase of tourism receipts to the 539, 824 tourist arrivals recorded in the province in 2024 despite a two percent decrease in tourist arrivals last year compared to the figure in 2023 that reached 550, 359 visitors. 

“The data generated were based on overnight visitors gathered from various La Union tourist accommodation establishments,” LUPTO-OIC Julius Manabat said.

"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.

Among the top three most visited destinations by overnight guests are San Juan town with 211,234 visitors; City of San Fernando with 105,730 visitors; and Bauang with 105,527 visitors.

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

The month of April recorded the highest tourist arrivals with 56, 194 visitors.

“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.

VISITOR’S SATISFACTION

Based on a separate report, the La Union Wonders & Adventure, Visitor Experience Survey (LU WAVES) conducted by the Provincial Government of La Union (PGLU) through LUPTO 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 Gov. Rafy.

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. 

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. 

Given the data gathered, La Union remains to be an accessible weekend getaway, particularly on Fridays and Saturdays. 

LUPTO remarked that they are preparing for the expected influx of tourists for the summer season. This includes the implementation of Oplan Sumvac and thorough inspections of various accommodation establishments to ensure the safety and well-being of visitors.