Tourist arrivals in San Nicolas, Pangasinan surged to 186,628 in 2025, more than double the 90,726 visitors recorded in 2024, according to the town’s Tourism Office on Monday.

Tourism Officer Marc Angelu Victor said in a phone interview that the 106 percent increase was driven by facility upgrades and site development undertaken by the local government, as well as heightened exposure from promotional videos by vloggers and content creators across the country.

Improved accessibility also contributed to the rise in visitors, Victor said, noting that the opening of road networks linking the town to Cagayan Valley made San Nicolas more accessible to travelers.

The Villa Verde Road in Barangay Malico now serves as a key gateway to Nueva Vizcaya and nearby provinces.

Malico emerged as the town’s top destination with 97,932 visitors, followed by Agpay Eco Park with 49,058 and Puyao Picnic Grounds with 39,638.

Malico, known for its cool climate comparable to Baguio City and Benguet, was officially dubbed the “summer capital of Pangasinan” by the provincial government in 2023.

Agpay Eco Park features lush greenery, a natural pool, and a heritage bridge built in 1969.

Victor said the site has been fully developed since it was first visited by Mayor Alicia Primicias Enriquez during her first term in 2019.

Puyao Picnic Grounds, a seasonal attraction popular during summer, draws visitors with its river and cottages.

Victor said both Agpay and Puyao saw heavy foot traffic during Holy Week.

Rehabilitation work is ongoing at Puyao following damage caused by last year’s calamities, but Victor said the site is expected to be fully restored in time for the long holidays in the first quarter of the year.

He added that the town’s Christmas Park also helped attract more tourists in 2025. Starting this year, a PHP20 environmental fee will be collected from visitors to Puyao. (PNA)