La Union has once again solidified its reputation as a leader in sports tourism, with its flagship event, the La Union Surfing Break (LUSB), being inducted into the Hall of Fame at the Association of Tourism Officers of the Philippines (ATOP) Pearl Awards.
The LUSB, which has captivated audiences with its electrifying energy since its debut in 2016, won the coveted Best Sports Tourism title for the fifth consecutive year.
This remarkable achievement reflects the event’s evolution from a simple surfing competition to a major tourism spectacle that draws over 15,000 attendees every October.
“This remarkable achievement is a testament to the collective efforts of the Provincial Government of La Union, our tourism stakeholders, and component local government units,” said La Union Governor Raphaelle Veronica Ortega-David, in a Facebook post.
The LUSB is not only a celebration of surfing prowess but also a testament to La Union’s commitment to environmental and social sustainability.
Further reinforcing the province’s dedication to responsible tourism, La Union’s Green Tourism Enterprises Program (GTEP) won the Best Practices on Sustainable Tourism award.
The GTEP, launched by the provincial government, encourages tourism establishments and stakeholders to adopt green standards and practices.
The awards are a testament to La Union’s flourishing tourism sector, which has witnessed a robust recovery following the pandemic, with an impressive 11% increase in tourist arrivals in 2023 compared to the previous year. This success story is fueled by the region’s dynamic tourism industry, which provides employment to thousands across various sectors, including hotels, restaurants, MSMEs, and the creative industry.
La Union’s triumphs at the ATOP Pearl Awards highlight the region’s commitment to innovation and sustainability, setting a benchmark for responsible tourism development.
The region’s vibrant surf culture, coupled with its commitment to environmental protection and community engagement, makes it a compelling destination for both domestic and international travelers.
The ATOP Pearl Awards annually acknowledge outstanding contributions to the Philippine tourism industry, recognizing individuals, organizations, and local governments for their dedication to promoting and elevating the sector.
La Union’s consistent recognition is a testament to their dedication to fostering a thriving tourism sector.
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