Towering amid the rustic charm of this northern town is the centuries-old Paoay Church, its massive buttresses casting shadows that speak of resilience, heritage and faith. Yet beyond its stone façade lies a broader story of community, cultural preservation and the evolving face of sustainable tourism in the region.
Declared a UNESCO World Heritage Site and a National Cultural Treasure, the 18th-century Paoay Church—formally the Saint Augustine Parish Church—remains a beacon not only of colonial-era architecture but of how tourism can be a tool for development and well-being.
“Visiting Paoay is like stepping into a history book,” said Ana Ramos, a local tour guide. “But it’s also about meeting the people who preserve these stories and earn their livelihood from them.”
Tourism here is not confined to sightseeing. Ilocos Norte has diversified its offerings to include heritage tours, local gastronomy, and nature excursions across wind farms, sand dunes and coastal villages. In the process, it has quietly built a model for economic inclusivity, mental wellness and sustainable travel.
A Journey for the Soul
Travel has long been associated with mental health benefits, and domestic destinations like Ilocos Norte offer an accessible respite for many Filipinos. “Just the act of leaving the city and being surrounded by nature and heritage helps me reset,” said Joel Garcia, a tourist from Quezon City.
Places like Paoay Lake and the nearby La Paz Sand Dunes provide not just scenic stops, but spaces for recreation, reflection and relaxation. “There’s a serenity here that clears the mind,” Garcia added.
According to the Department of Health, nature-based travel and cultural immersion can significantly reduce anxiety and stress levels. With shorter flight times and minimal logistical requirements, local travel becomes not only a luxury but a practical health measure.
Getting There and Getting Around
Ilocos Norte is easily accessible via Laoag International Airport, with regular flights from Manila. For land travelers, the province is reachable through well-paved highways via major bus lines such as Partas and Fariñas. Ride-hailing services are limited, but local tricycles, jeepneys and car rentals offer convenient options for exploring rural towns and coastal routes.
Accommodations range from budget-friendly homestays to heritage-themed boutique hotels. Tourism offices, including the Provincial Tourism Office in Laoag, actively assist with itineraries and local guides, making it easier for independent travelers to experience the region.
Tourism That Sustains
One of the most compelling aspects of Ilocos Norte’s tourism sector is its integration with community livelihoods. In Paoay alone, over 50 households participate in tourism by offering crafts, food, or homestay services.
“We’ve seen an increase in income since tourists started coming back post-pandemic,” said Marites Alonzo, who manages a small souvenir stall near the church. “It’s helped put my children through school.”
Programs initiated by the provincial government promote local entrepreneurship by offering skills training and microfinancing for community-based tourism enterprises. At the same time, cultural sites like Paoay Church benefit from restoration efforts that employ local artisans, thereby preserving heritage while creating jobs.
Toward a Greener Future
Sustainable tourism is a core priority in Ilocos Norte. In 2020, conservation work on Paoay Church included the removal of invasive vegetation, retrofitting of stone masonry, and the repair of its historic bell tower using traditional methods.
The provincial government has also implemented eco-tourism guidelines across natural attractions to prevent overcrowding and degradation. These include limiting visitor numbers at sensitive sites and mandating the use of biodegradable materials in tourist zones.
As more travelers seek meaningful and sustainable experiences, places like Paoay offer a blend of heritage, community, and natural beauty—right in our own backyard. For locals and visitors alike, it’s an invitation to slow down, reconnect, and support a more inclusive tourism economy.
