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Apr 7 - 13, 2006 / No.1481
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Boosting Luzon links |
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Increased access brings new hope to region’s tourism sector. Reports by Ollie Quiniquini.
Northern Luzon is seeking its share of the tourism limelight, and a new private sector-led campaign could help it achieve greater international prominence.
| Colonial houses in Vigan: each region in Northern Luzon has been given more than
2.8 million pesos for foreign promotions.
Photo by George Tapan
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Northern Luzon has well-known tourist attractions such as Clark, Subic, Banaue, Laoag and Vigan and comprises the Ilocos Region (Region 1), Cagayan Valley (Region 2), Central Luzon (Region 3), and the Cordillera Administrative Region (CAR). But while foreign visitors from North Asia and the US are on the rise, domestic travellers continue to be the top market for the four regions.
The international market however may be hearing more of Northern Luzon this year, as each region has been allocated a 2.8 million-peso (US$54,741) budget for foreign promotions. Also boosting tourism to Northern Luzon is the new marketing programme of the Manila North Tollways Corporation (MNTC) – Rediscover the North.
The MNTC owns and operates the 84km Northern Luzon Expressway (NLEX), which connects Balintawak in Quezon City to Mabalacat in Pampanga while passing through 21 provinces.
Under the campaign, the MNTC will provide seed money to cities and provinces in Northern Luzon that establish visitors or convention and visitors bureaux. These private-sector led entities will then come up with events to stimulate tourism to the north, MNTC director of marketing, Mr Renato Ticzon, said.
The MNTC has already produced Rediscover the North posters featuring various tourism destinations, and intends to put up tourism counters along the NLEX and train its staff on tourist information.
Presidential adviser for Central Luzon, Mr Renato Diaz, stressed the importance of access for the tourism sector to grow. He said: “We are connecting Subic and Clark so that eventually, it will take just 20 to 30 minutes to travel between the two points. An extra 81km of road is being built between Tarlac and La Union. Once this is completed, Baguio will be only three hours from Manila. We must think long term and develop destination clusters in tourism marketing.”
Air links to Northern Luzon have also improved dramatically. The Diosdado Macapagal International Airport in Clark received more than 114,000 passengers last year on regular and low-cost carriers, bringing in tourism receipts of US$38.3 million. The airport services over 40 international flights compared to just three in November 2004.
With the improvement of air and road links to and within Northern Luzon, the four regions are stepping up on product development and marketing. Department of Tourism (DoT) Region III director, Mr Ronnie Tiotuico, has proposed an alliance among them and a cluster-marketing clearing house for the four Northern Luzon regions.
Land of plenty
The strength of the Ilocos Region lies in culture, history, and ecotourism. Attractions include the colonial houses of Vigan, the Hundred Islands National Park and Fort Ilocandia in Laoag.
The rugged topography of Cagayan Valley makes it ideal for special interest and adventure travel. Sites abound for cave explorations, mountaineering, kayaking, whitewater rafting and river trailing. Special interest tours include flora and fauna appreciation and indigenous peoples community immersion. Fast growing in popularity is the Philippines’ northern-most frontier, Batanes.
In Region III, Clark offers casinos, golf and Mt Pinatubo tours. Subic and Zambales capitalise on their beaches and rainforests.
| Mt Pinatubo Spa.
Photo by Ollie Quiniquini
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Nueva Ecija is known for agricultural tourism and pastoral environmental tours; Aurora for surfing, beach-
combing, and whalewatching; and Bataan and Bulacan for history and heritage. New products include the Mt Pinatubo spa and hot springs in Capas, Tarlac; horseback riding in Clark; camping holidays in Sacobia Valley, Pampanga; and riverboat cruises.
Finally, the landlocked mountainous Cordillera Administrative Region is home to the Ifugao Rice Terraces of Banaue, the Sumaguing Cave in Sagada, the cool climes of Baguio, various mountain tribes, whitewater rafting in Kalinga and the centuries-old mummies of Kabayan, Benguet.
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