Take a trip UP NORTH

With the rehabilitation of the North Luzon Expressway (NLEX), northern Philippines has become much closer and more accessible to the metropolis. The shortened travel time, safer, and smoother trip via the country’s best paved and most modern road system has made the north the best choice for tourists wanting to see more places in just a few hours, at only a fraction of the total cost needed when traveling by plane and ship.

In a bid to boost tourism in the north by bringing in businesses and investments, the Manila North Tollways Corp. (MNTC) and the North Philippines Visitors Bureau (NPVB) tied up on a new campaign that will make the northern region an ideal MICE (meetings, incentives, conferences and events) destination.

Dubbed ‘’Rediscover the North," the campaign primarily aims to draw in various groups like major brands, events management companies, media networks, production houses, film outfits, and associations and organizations to consider and eventually make key areas in the north as venues for events, conventions, company activities and shoot locations.

To make this happen, stakeholders in travel and tourism sector in the northern provinces have banded together and formed the NPVB, an organization responsible for the creation of tourism campaigns to bring forward and highlight what its members have to offer.

"The campaign is set to pave the roads en route to places that have not been developed to their full potential in the past," said Patrick Gregorio, (NPVB) executive director.

CREATING A RIPPLE EFFECT

Gregorio explained that among their main tasks is to create various convention and visitors bureaus (CVB) in tourism potent areas or strategic locations in the region. He said these CVBs will facilitate existing tourism ventures and create in-roads for potential projects that will be brought to them by private sector groups that organize high-profile events.

"In the process of bringing in or running MICE, visitors are brought in – visitors who may come back as tourists and hopefully, even as investors. Tourism is an industry recognized for its multiplier effect. Revenues from tourism businesses trickle down as it generates employment, promotes infrastructure development, and encourages the growth of backyard industries, and so on," Gregorio said.

He stressed that this is the mission of the CVBs – "to create a small ripple that will cause a chain reaction of benefits resulting to a tidal wave."

However, Gregorio clarified that the CVB’s functions do not include the direct promotion of tourist destinations, direct involvement in town fiestas and festivals and in the promotion of a specific hotel, resort or restaurant unless it is a sponsor of an event they are organizing.

"The promotion of destinations is the Department of Tourism’s job while festivals and town fiestas are part of the local government tourism office’s duties. We will only help promote these places through the holding of events and conventions in the area, and will likewise be willing to run a complementary event during a fiesta or festival," he added.

The NPVB, meanwhile, serves as the mother organization of all the CVBs, in charge of orchestrating all activities of the CVBs, training and developing people’s capabilities, and providing networks, communication links and avenues for the benefit of its members.

Already established CVBs include the Greater Clark Visitors Bureau (GCVB), the Greater Subic Bay Tourism Bureau (GSBTB), Pangasinan Visitors Bureau (PVB), Baguio Convention and Visitors Bureau (BCVB), Tarlac Convention and Visitors Bureau (TCVB), Cagayan North Convention and Visitors Bureau (CNCVB), Ilocos Sur Convention and Visitors Bureau (ISCVB), La Union Convention and Visitors Bureau (LUCVB), and the Western Pangasinan Visitors Bureau (WPVB).

MUST-SEES

l Clark boasts of an already fast-developing tourism industry and an international gateway. The home of recreational and technology parks, Clark in Pampanga is also becoming popular for its adventure tourism potentials offering more than the usual sports and activities like parachuting, off-road motorcycling, and microlight flying. Every February, it also gains media exposure through the holding of the annual Hot-Air Balloon Fiesta with balloonists and aviation enthusiasts from all over the world as its participants.

l Subic, the first CVB to organize, is located in Zambales’ world-class Freeport that abounds with multinational investments as well as natural resources from its waters to the rainforests. Ocean Adventure and Zoobic Safari are among its major attractions. Its modern facilities for conventions have made it a favorite venue for the Advertising Congress, which will incidentally be held in the Freeport again this year.

l Tarlac draws hordes of local and foreign travelers to the Mt. Pinatubo volcano, the effects of its eruption years ago has now been turned into viable business ventures. Off-road riding or treks up the Volcano as well as a Korean-run Sulphur Spa at its foot are among these. The province is likewise popular for wedding receptions and for playing golf at the Luisita Golf and Country Club.

l Unknown to many, Pangasinan has a burgeoning arts and culture tourism industry. Aside from an abundance of islets in the Hundred Islands National Park and the beaches of Bolinao, the place is also teeming with historical and religious attractions including the miraculous Our Lady of Manaoag. Visitors should also not miss its Bangus festival and a visit to the bagoong-making factories.

l Baguio, the country’s summer capital is becoming a year-round vacation destination. Many corporations are already starting to hold their events in the area to take advantage of its modern facilities as well as its cool climate. It is most crowded with city dwellers and tourists in February during the much-celebrated Panagbenga Flower Festival.

l The quaint province of La Union is fast attracting international exposure for its beaches which are a surfing paradise and its surfers which are among the best in the country.

l Cagayan is basking in its rich natural resources which offer great potential for ecological and adventure tourism. Among its activities include spelunking in the famed Callao Caves that has a chapel in one of its chambers, trekking, river-rafting and game-fishing.

l Finally, Ilocos Sur is home to two UNESCO (United Nations Educational, Scientific, Cultural Organization) world-heritage sites Vigan and Paoay Church; one of the Philippines’ best beaches, Pagudpud; and is the center of tobacco production in the region.