Photo courtesy of DOT
Ilocos Norte recorded more than P32 million in actual sales and prospective bookings after participating in the 37th Philippine Travel Mart in Pasay City from Sept. 4 to 6.
The three-day event gave the province an opportunity to market its destinations and travel packages while local businesses promoted Ilocano food and other products at the SMX Convention Center.
Senior tourism operations officer Xavier Ruiz said Monday that the Php 32-million figure covered completed transactions as well as potential hotel reservations and tour bookings generated during the fair.
Local micro, small and medium enterprises separately generated about Php 575,000 from sales of empanadas and other products. Ruiz said visitors showed interest not only in traveling to the province but also in its food and locally made goods.
Provincial tourism officials expect the booking leads to potentially benefit hotels, restaurants, transportation services, tour operators and attractions if they result in actual trips and longer stays in Ilocos Norte.
The Philippine Travel Mart, organized by the Philippine Travel Operators Association, is an annual tourism trade exhibition that connects destinations and tourism businesses with travelers and industry participants.
Apart from its participation in the fair, Ilocos Norte was named a finalist in six categories of the 2026 Pearl Awards of the Department of Tourism and the National Association of Tourism Officers of the Philippines.
Its shortlisted entries included the La Virgen Milagrosa Provincial Fiesta, Artritos Ilocos Norte icon collections and the province’s hosting of the 2025 Palarong Pambansa. Ilocos Norte also earned finalist spots in categories recognizing event hosting and tourism-oriented local governments.