Ilocos Norte proved its strength as a premier Philippine tourist destination after generating PHP6.5 million in combined sales during the Philippine Travel Mart last week. The province’s strong performance underscored its growing appeal to both first-time and returning travelers.
The Ilocos Norte Tourism Office confirmed the achievement Wednesday, highlighting that aside from travel agency bookings, the province also earned PHP180,000 in food and non-food sales. The event was held at the SMX Convention Center in Pasay City from September 5 to 7.
Ilocos Norte also received the Best Booth 2nd Runner-Up recognition in the Provincial and Regional Category. The booth showcased the province’s heritage, decorated with garlic, tobacco leaves, handwoven textiles, baskets, and clay pots. Officials said the design reflected everyday Ilocano life while promoting culture and tradition to visitors.
Provincial tourism officer Aianree Raquel said the recognition goes beyond sales figures. He explained that the real value lies in the partnerships and connections established during the exhibition, as well as the insights gained about future market trends.
A recent market survey revealed that 65.7 percent of Ilocos Norte’s visitors are first-time travelers, while 34.2 percent are repeat tourists. Students aged 18 to 24 showed the most interest, followed by travelers between 25 to 34 and 35 to 44 years old.
Most tourists stay for two to three days, with summer being the most popular season for travel. Officials said the data reinforces Ilocos Norte’s growing reputation as a dynamic destination that caters to both younger and older travelers.
The 36th Philippine Travel Mart, hosted by the Philippine Travel Operators Association, remains the country’s largest and longest-running travel trade exhibition. Tourism leaders said the event continues to play a crucial role in strengthening the travel sector, giving provinces like Ilocos Norte the platform to showcase their culture, attractions, and hospitality.
With PHP6.5 million in sales, a booth award, and increasing tourist interest, Ilocos Norte has secured its spot as one of the Philippines’ top travel destinations. Local officials said they remain committed to boosting sustainable tourism, ensuring that the province’s cultural heritage and natural attractions can be enjoyed for generations to come.
The performance at the Philippine Travel Mart not only boosted Ilocos Norte’s visibility but also cemented its reputation as a tourism powerhouse ready to welcome a new wave of travelers.
Jaja Agpalo has a background in journalism and additional studies in international law and business communication. Her career includes editorial roles at leading international media outlets such as Business Times and Celebeat, where she covered business, economy, cryptocurrency, personal finance, gaming, technology, and entertainment. Outside the newsroom, Jaja enjoys discovering new places and cuisines, blending her love for storytelling with a passion for travel and food.
Published on 9/12/2025
