San Fernando City, La Union – This city and two other coastal towns in the province recorded over half a million tourist arrivals last year, generating more than ₱1 billion in tourism revenue.

According to Governor Raphaelle Veronica "Rafy" Ortega-David, La Union continues to attract both local and international tourists, with 539,824 recorded arrivals in 2024.

John Martin, La Union’s press relations officer, reported that the top three most-visited destinations by overnight guests were San Juan (211,234 visitors), San Fernando City (105,730 visitors), and Bauang (105,527 visitors).

Martin noted that La Union's tourism industry earned ₱1.06 billion in 2024, marking a 3% increase from ₱1.03 billion in 2023.

Governor Ortega-David expressed gratitude for the continued support of tourists, stating, "We are delighted that our visitors continue to love and enjoy La Union, which has led to remarkable growth in our tourism revenue. We thank everyone for choosing our province as their preferred destination."

The La Union Provincial Tourism Office (LUPTO) attributed the revenue increase to the 539,824 tourist arrivals, despite a 2% decrease compared to 550,359 visitors in 2023.

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

Manabat added, "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."

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.

April recorded the highest number of 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 explained.

Visitor 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 found that La Union continues to attract young adult tourists who are employed and travel in groups for leisure. 

Millennials and Gen Z accounted for the majority of visitors, with an average travel expenditure of ₱10,311. Female tourists made up 60%, while male visitors comprised 40%.

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

The survey found that 93% of tourists stayed overnight, primarily choosing budget-friendly inns, while 7% were day visitors. A significant 68% were repeat travelers, with an average of five visits.

Visitors from Metro Manila accounted for 44% of tourists, followed by CALABARZON, the Cordillera Administrative Region, Central Luzon, and Ilocos Region.

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.

Governor Ortega-David encouraged visitors to practice responsible and sustainable tourism.

Fridays and Saturdays remain peak days for tourist arrivals, solidifying La Union’s status as a prime weekend getaway.

LUPTO is preparing for the summer influx of tourists through Oplan Sumvac, ensuring strict inspections of accommodation establishments to prioritize visitor safety.