SANTIAGO, Ilocos Sur — This once-sleepy town in the North is now emerging as a major tourism hub in the Ilocos region, with 82,898 tourists visiting the renowned Santiago Cove last year.

Mayor Michael Miranda told DAILY TRIBUNE that 49,455 local tourists stayed overnight, in addition to 353 foreign visitors who also opted for an overnight stay. Meanwhile, 32,663 local tourists and 427 foreign visitors took day trips to the popular destination.

Dubbed the "Boracay of the North" for its pristine white sand beaches, Santiago’s Sabangan coastline stretches over a kilometer, alongside the scenic Ambucao Beach, both of which offer ideal conditions for swimming and relaxation.

The influx of visitors has spurred business activity, with entrepreneurs and politicians investing in new hotels and resorts. Among them is the Santiago Cove Hotel, owned by the prominent Miranda family. The Mirandas have played a key role in the town’s leadership, with former mayor Rodrigo P. Miranda passing the political torch to his son, incumbent Mayor Michael Miranda.

Currently, a political shift is underway as the father-and-son duo have swapped positions—Boy Miranda is running for mayor once again, while Michael Miranda is seeking the vice mayoral post.

Other major hotels in the area include Vitalis Villas, often referred to as the "Mini Santorini of Ilocos Sur," and Vitalis White Sands, which are widely known to be owned by the Singson family, led by long-time politician and current Candon City Mayor Eric Singson.

Santiago is accessible from Manila by land, with travel times ranging from five to six hours, depending on traffic conditions along the Manila North Road.