Pasay city: The province of Ilocos Norte continued to carve its place as one of the country's premier tourist destinations after it generated PHP6.5 million combined sales in last week's Philippine Travel Mart. The event was held at the SMX Convention Center in Pasay City from September 5 to 7.

According to Philippines News Agency, the Ilocos Norte Tourism Office (INTO) confirmed that aside from sales in travel agencies, the province also posted a total of PHP180,000 in food and non-food sales during the event. The Ilocos Norte booth, which captured the essence of Ilocano life and heritage with displays of native garlic, tobacco leaves, handwoven textiles, native baskets, and clay pots, was awarded Best Booth 2nd Runner-Up in the Provincial/Regional Category.

Provincial tourism officer Aianree Raquel emphasized that the real value of the province's participation in the event lies beyond the numbers and recognition. Raquel highlighted the opportunities it opened, such as strengthening partnerships, building new connections, and gaining a deeper understanding of the market to guide future initiatives.

Based on the latest market survey, the majority of visitors to Ilocos Norte, 65.7 percent, are first-time visitors, while 34.2 percent are returning. The survey also revealed that students aged 18 to 24 years are the most interested in exploring the province, followed by the 25 to 34 and 35 to 44 age groups. Tourists typically stay in the province for two to three days, mostly during the summer vacation.

Now in its 36th year, the Philippine Travel Mart, hosted by the Philippine Travel Operators Association, is the country's biggest and longest-running travel trade exhibition.