By: Steven Scott Somera
Pangasinan, a province in Region 1 brimming with rich history, breathtaking landscapes, and vibrant culture, is rapidly emerging as the must-visit destination in Northern Luzon.
Under the dynamic leadership of Governor Ramon “Mon-mon” V. Guico III, the province is on an exciting path to becoming the region’s top tourism hub, drawing both domestic and international travelers seeking adventure, culture, and relaxation.
Guico has set his sights on transforming Pangasinan into the “tourism mecca” of Northern Luzon in the coming years. With a clear vision and a series of strategic investments, Pangasinan is enhancing its infrastructure, promoting its natural wonders, and celebrating its diverse cultural heritage.
From the revitalization of the salt industry to groundbreaking infrastructure developments like the Pangasinan Link Expressway (PLEX), Pangasinan is poised for a tourism renaissance.
He highlighted this and more during his third State of the Province Address (SOPA) held on the province’s 455th Foundation Day last April 5.
RISING STAR IN NORTHERN LUZON’S TOURISM SCENE
The province is making waves as one of the country’s up-and-coming destinations. In 2024, the province saw a remarkable surge in day visitors, a clear sign that more travelers are discovering its hidden treasures.
Guico is upbeat about this tourism boom, noting the impressive growth in day tourists—a jump from 5.6 million visitors in 2022 to an impressive 8.7 million in 2024. This surge speaks volumes about the province’s growing reputation as the perfect weekend getaway.
While overnight stays have remained steady compared to 2023, he is confident that with ongoing infrastructure developments, the province will soon see even more extended stays. The addition of new accommodation facilities is expected to draw even more tourists, making Pangasinan a prime destination for both short trips and longer vacations.
The peak tourism season in the province is from March to May, coinciding with the summer heat and the lively town fiestas, including the famous Pista’y Dayat. It’s during this vibrant period that the province truly shines, with both overnight and day visitor numbers reaching their peak.
BUILDING ACCESSIBILITY AND CONNECTIVITY
One of the most exciting developments transforming the travel landscape in the region is the Pangasinan Link Expressway (PLEX). This ambitious project is set to redefine how visitors experience the province, making it easier and faster to access some of the region’s most beloved destinations. Once completed, the expressway will seamlessly connect key towns and cities, slashing travel times to iconic spots like the Hundred Islands National Park and the revered Our Lady of Manaoag Church.
Beyond tourism, PLEX is poised to stimulate economic growth by enhancing the flow of goods and services, creating new job opportunities, and raising land values along its route. But that’s not all— Guico’s vision for connectivity goes even further. Plans are in the works for new transportation hubs, including the Bolinao Airport and upgraded ports, which will open up even more access points for travelers.
Aiming to create a more comprehensive travel network, the administration is also exploring the revival of railway systems to complement the expressway and other infrastructure projects. This forward-thinking approach is not only set to boost tourism but will also provide a much-needed economic lift to local industries, making Pangasinan a more vibrant and accessible destination for travelers from near and far.
PROVINCE’S THRIVING ECONOMY
True to its name, which comes from “Asinan” (salt-making), Pangasinan is rediscovering its roots as a leader in salt production—and it’s doing so with a modern twist. Initiatives like Oplan Asin are not only reviving the province’s time-honored salt industry, but are also opening up exciting new possibilities for eco-tourism. With over 400 hectares of salt farms now under production-sharing agreements with national agencies, Pangasinan is positioning itself as a major player in the nation’s food security, while proudly showcasing its unique identity as a salt-producing province. This revitalization has the potential to become a draw for curious travelers looking to explore one of the Philippines’ most fascinating traditional industries.
This salt industry renaissance is part of a larger effort to sustain local livelihoods and create ecotourism opportunities tied to Pangasinan’s agricultural roots. Visitors can soon expect to engage with the heritage of salt production, learning about its history, its impact on local culture, and even experiencing the salt-making process firsthand.
Pangasinan’s forward-thinking approach to tourism and local industry has also earned it recognition. In 2024, the province was named Region 1’s Best Province in Local Tourism Planning at the Region 1 Tourism Summit, a testament to the governor’s commitment to inclusive development. His efforts to engage micro, small, and medium enterprises (MSMEs) as key drivers of economic growth have been instrumental in fostering a thriving tourism ecosystem.
The opening of the Pangasinan Trade Center further supports this vision, providing local businesses with a stage to showcase their products at prestigious events like Manila Fame and the International Food Expo. With this combination of cultural revival, tourism innovation, and economic empowerment, Pangasinan is ready to captivate visitors in a whole new way.
Guico’s vision for Pangasinan goes beyond just economic growth—it’s about ensuring that the province thrives sustainably for future generations. One of the cornerstones of this vision is the development of renewable energy projects, including solar farms that are set to generate a staggering 1,000 megawatts by 2025. These projects not only promise to power the province’s future but also align perfectly with Pangasinan’s tourism growth, ensuring that the natural beauty that attracts visitors remains protected for years to come.
By integrating renewable energy into the province’s infrastructure plans, he is taking proactive steps to safeguard the environment, allowing Pangasinan to flourish as both a vibrant tourist destination and a model for sustainable development. As tourism continues to grow, these green initiatives will help maintain the delicate balance between progress and preservation, ensuring that Pangasinan remains as stunning as ever, for both travelers and locals alike.