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The province’s Green Tourism Enterprises Program also wins the Best Practices on Sustainable Tourism award
ILOCOS NORTE, Philippines – La Union’s flagship tourism event has been inducted into the Hall of Fame at the just-concluded Association of Tourism Officers of the Philippines (ATOP) Pearl Awards.
The La Union Surfing Break (LUSB) triumphed again, winning the Best Sports Tourism title at the 2024 ATOP Pearl Awards, the provincial government said on Sunday, October 13. It has claimed this award for the past five years.
First launched in 2016, LUSB was initially aimed at promoting La Union as the “surfing capital” of the country. Over time, it has evolved into a major tourism event, drawing at least 15,000 attendees every October and solidifying La Union’s reputation as a top destination for beachgoers, surfers, and festival enthusiasts.
La Union Governor Raphaelle Veronica Ortega-David credited the success to the “tireless efforts” of the community, united by a “shared vision for our beloved province.”
The provincial government said that LUSB thrives on La Union’s strong surf culture and supportive community. The event has also embraced environmental and social sustainability.
La Union’s Green Tourism Enterprises Program (GTEP) also won the Best Practices on Sustainable Tourism award.
The GTEP was launched by the provincial government to encourage tourism establishments and stakeholders to adhere to green standards.
Meanwhile, Bangar town won second runner-up in the Best Tourism Souvenirs-Non-Food (municipal level) category.
The tourism sector in La Union has seen a strong recovery, with an 11% increase in tourist arrivals in 2023 compared to 2022, following the COVID-19 pandemic-induced slump.
The region‘s tourism industry has been a strong driver of its economy, providing employment to thousands across various sectors, including hotels, restaurants, micro, small, and medium enterprises (MSMEs), and the creative sector. In 2023, the region welcomed at least 1.8 million overnight visitors, according to data from the Department of Tourism (DOT).
Following the pandemic, the DOT introduced a recovery plan for the region, featuring “new and exciting activities” aimed at creating more opportunities for micro, small, and medium enterprises (MSMEs).
Across the region, Ilocos Norte’s “IN Tourism Passport Brochure” won the grand prize in the Best Tourism Promotions-Brochure Category. The brochure, designed to resemble a passport, encapsulates the essence of exploration and discovery, promoting Ilocos Norte as a must-visit destination.
Other awards bagged by provinces in the region include the following:
Ilocos Norte:
- 2nd Runner-Up: Best Tourism-Oriented LGU
- 2nd Runner-Up: Best Tourism Promotions Video – “Raise Your Flag, Ilocos Norte”
- 2nd Runner-Up: Best Cultural Festival – Tan-ok ni Ilocano
Pangasinan:
- 1st Runner-Up: Best Tourism Souvenirs – Banaan Museum Souvenirs
- 2nd Runner-Up: Best Sports Tourism Event – Philippine Beach Games of Pista’y Dayat
- 2nd Runner-Up: Best International Event Hosting – 2nd International Conference on Pangasinan and Bulosan Studies
Ilocos Sur:
- 1st Runner-Up: Best International Event Hosting (province level)
The ATOP Pearl Awards annually recognize individuals, organizations, and local governments for their exceptional contributions to the growth and promotion of the Philippine tourism industry. – Rappler.com
