Ilocos Norte sees shift toward ‘value for money’ travel, emerging destinations during Holy Week tourism surge
Published on: April 23, 2025By: EJ DeusIlocos Norte welcomed almost 350,000 day visitors during Holy Week, maintaining a strong tourism performance over the past three years.
Major attractions such as St. Augustine’s Church in Paoay, Saud Beach in Pagudpud, and the Kapurpurawan Rock Formation in Burgos continued to draw large crowds. However, this year's data indicates a noticeable shift, with more travelers exploring new destinations and opting for more budget-friendly travel experiences.
The Ilocos Norte Tourism Office highlighted the growing interest in emerging areas such as the Coastal Boulevard in Currimao, Sentinella Hill in Bangui, and the upland towns of Adams and Dumalneg, which saw increased foot traffic from visitors seeking alternatives.
“We saw a significant increase in tourist arrivals in Adams and Dumalneg this Holy Week compared to last year,” said Mr. Michael Figuerras and Ms. Mavie Cadiz, Tourism Officers of the towns.
Accommodation data revealed high average occupancy rates across the province during Holy Week, with Pagudpud leading at 97%, followed by Currimao at 75%, and Laoag at 60%. Notably, establishments reported being fully booked from Holy Thursday to Black Saturday. This distribution reflects a growing preference for nature-based stays, particularly during the peak days of the holiday period.
“We are so happy [with the turnout of tourists]. We hope it will get better and better,” remarked Ms. Nelly Cristobal, owner of Casa Victoria, underscoring the continued value of Pagudpud-based accommodations during peak travel periods.
Local businesses reported increased activity, with many visitors opting for value-based choices. Restaurants and food stalls served a steady stream of customers.
At La Preciosa, one of Ilocos Norte’s most popular restaurants, both Good Friday and Easter Sunday were fully booked. Meanwhile, Mr. Chris Stolk of Smoke noted a similar uptick in customer volume, with a 13% increase in guest count compared to last year.
“However, our overall sales dipped slightly by around 2%, and the average spend per guest was down by approximately 14% from last year’s Holy Week,” he said.
The surge in visitors also led to the emergence of new vendors and entrepreneurs in key locations, expanding the tourism economy.
In some newer destinations, especially those still developing basic tourism infrastructure, visitors primarily came to sightsee and take photos. As these areas continue to develop, the Ilocos Norte Tourism Office sees opportunities to create more engaging experiences that not only attract tourists but also support local communities.
Despite the evolving trends in travel preferences, local tourism stakeholders remain optimistic. The Provincial Government is preparing to align its tourism programs with these new trends, focusing on improving services in high-growth areas, assisting small businesses in adapting to demand, and promoting the full range of travel experiences available in Ilocos Norte.
With its robust tourism growth and evolving landscape, Ilocos Norte continues to position itself as a premier destination for both seasoned travelers and first-time visitors alike.
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