Laoag public market assessed for DOT's national market tourism program

The Department of Tourism (DOT) Region 1 has begun assessing the Laoag City Public Market under a national program that seeks to develop selected public markets into tourism destinations highlighting local culture, cuisine, and community traditions.

The assessment, conducted on 13 July, was carried out in partnership with the DOT Office of Product Development through its Product Planning and Development Division under the Market Tourism: A Philippine Palengke Experience Product Development Program.

According to DOT Region 1, the Laoag City Public Market was identified as one of the priority sites for validation and product development following a nationwide market readiness survey. Other markets included in the initiative are the San Fernando City Public Market in La Union, Taal Public Market in Batangas, and Bankerohan Public Market in Davao City.

The activity opened with a program briefing attended by representatives from the DOT Office of Product Development, the Philippine Tour Operators Association (PHILTOA), the Philippine Travel Agencies Association (PTAA), and the Philippine Federation of Professional Tour Guide Associations Inc. (TGFED), who participated in the validation of the proposed tourism product.

As part of the assessment, the delegation visited Barangay Bacsil, where residents demonstrated the traditional production of sugarcane by-products such as vinegar, basi, and local delicacies, highlighting the community's culinary heritage and tourism potential.

Participants also took part in an Ilocano-style pamamalengke at the Laoag City Public Market, touring the market with local vendors and learning about the selection of fresh seafood, vegetables, meat, and other local ingredients.

The market visit concluded with a market-to-table cooking demonstration led by Chef Pam Aragoza of La Preciosa, who prepared traditional Ilocano dishes using ingredients sourced from the public market to showcase the connection between local producers, regional cuisine, and visitor experiences.

The delegation likewise visited tourism sites in Paoay, including a chichacorn factory, Paoay Church, the Nagbacalan Loom Weaving Center, and the Malacañang of the North to demonstrate how heritage sites, local industries, and culinary attractions can be integrated into tourism itineraries.

F.A.S.T. Travel and Tours and Travel Ilocandia Tours and Travel later presented proposed market tourism packages for La Union and Ilocos Norte. The itineraries featured public markets, local food experiences, cultural attractions, traditional crafts, and community-based enterprises.

Representatives from PHILTOA, PTAA, and TGFED also provided recommendations to further enhance the tour packages, including strengthening storytelling and destination interpretation, improving visitor engagement, and refining tour flow for both domestic and international travelers.

The DOT said the Market Tourism initiative aims to position public markets as cultural and gastronomic destinations, promote community-based tourism, create opportunities for micro, small, and medium enterprises (MSMEs), and help preserve local culinary traditions and cultural heritage while supporting inclusive economic growth.

DOT Region 1 thanked the local governments of Laoag City and Paoay, Barangay Bacsil, tourism stakeholders, partner travel agencies, and members of the tourism industry for supporting the assessment and development of the proposed market tourism experience in Ilocos Norte.