La Union’s tourism industry generated PHP1.06 billion in 2024, marking a 3 percent increase from PHP1.03 billion in 2023, data from the La Union Tourism Office showed.

Despite a 2 percent decline in tourist arrivals, from 550,359 visitors in 2023 to 539,824 in 2024, officials noted an increase in spending per visitor.

The average length of stay also slightly grew from 1.33 days to 1.39 days, indicating that while fewer tourists arrived, they stayed longer and spent more.

“This indicates a move toward higher-value tourism where visitors are spending more per trip which ultimately offsets the decline in arrivals,” the La Union Provincial Information Office stated on Monday.

The tourism office recorded that guests from Metro Manila made up 44 percent of visitors.

The three localities that emerged as the top three destinations were San Juan, San Fernando City and Bauang.

Records showed that San Juan received 211,234 visitors last year while San Fernando has 105,730, and Bauang 105, 527.

La Union Governor Raphaelle David attributed the steady tourism growth to the province’s accessibility and reputation as a weekend getaway.

She highlighted the strong dependence on private vehicles, with 72 percent of visitors using private transport, while 28 percent relied on public transit.

Despite this, transportation satisfaction remained high among tourists.

“We are grateful that visitors continue to choose La Union as their preferred destination,” David said.

She encouraged visitors and locals to be responsible and practice sustainability.

“Our beaches here are also sanctuaries for marine life, including nesting sea turtles. I encourage everyone to embrace responsible tourism and help us protect and ensure that the beauty of La Union’s shores will be here for generations to come,” she added. (PNA)