In a remarkable display of resilience and appeal, La Union’s tourism sector has achieved a significant milestone by generating PHP1.06 billion in 2024, a 3 percent increase from the previous year’s PHP1.03 billion. This growth comes despite a slight dip in tourist numbers, with arrivals dropping by 2 percent from 550,359 in 2023 to 539,824 in 2024, according to the La Union Tourism Office.
The key to this financial uptick lies in the increased spending per visitor and a slight rise in the average length of stay, from 1.33 days to 1.39 days. This shift suggests a trend towards higher-value tourism, where fewer visitors are spending more and staying longer, effectively offsetting the decline in arrivals.
Metro Manila residents made up a significant portion of the visitors, accounting for 44 percent of the total. The top three destinations within La Union were San Juan, which welcomed 211,234 visitors, followed by San Fernando City with 105,730, and Bauang with 105,527.
Governor Raphaelle David credits the province’s consistent tourism growth to its accessibility and reputation as a prime weekend getaway spot. She noted that a substantial 72 percent of visitors arrived by private vehicle, while 28 percent used public transportation. Despite the reliance on private transport, satisfaction with transportation options remained high among tourists.
Governor David expressed gratitude for the continued preference of visitors for La Union and urged both tourists and locals to embrace responsible tourism. She emphasized the importance of preserving the province’s beaches, which serve as sanctuaries for marine life, including nesting sea turtles, to ensure their beauty endures for future generations.