31/03/2026
๐ข๐ฃ๐๐ก๐๐ข๐ก | ๐๐ผ๐ถ๐ป๐ด ๐ผ๐๐ฒ๐ฟ, ๐ด๐ผ๐ถ๐ป๐ด ๐๐ป๐ฑ๐ฒ๐ฟ
It is no secret among Elyucanos that La Union relies heavily on tourism, generating as much as 1.06 billion pesos in 2024 alone. Tourist spots, specifically in San Juan, formed the common touristic image of โElyuโ, garnering the same tier of prestige and fame as that of the beaches of Boracay, Palawan, and Siargao.
But the image of the Elyu paradise never remained static. From its humble beginnings as an underrated surfing capital, social media commentaries now brand the coastline as โoverhyped,โ pointing to the disconnect between expectation and realityโwhat should be a serene escape instead feels overcrowded, underwhelming, and, at times, not worth it.
While it is incorrect to generalize a culturally rich province of 19 municipalities and one city into an abysmal experience, the claims are somewhat valid and worth examining. The deficiencies experienced by disappointed tourists are not the unnecessary bashing that people see it as, but are glaring signs on the developmental trajectory of the provinceโs tourism industry.
La Unionโs growth as a tourist destination came from the accessible โpeace and quietโ that Elyu offers for the mainstream Manila pilgrims. Following basic economic logic, rising demand calls for expanded capacityโmore accommodations, more businesses, and more services to match the influx of visitors.
Expansion, however, does not come without consequences. This is where we must begin to consider that the โundeserved hypeโ of the Elyu image stems not from sub-optimal maintenance alone, but from the side effects of the type of expansion that these tourist spots have undertaken. An uptick in commercial activity would also see an almost reflexive increase in tourist engagement as well, the simple principle of supply and demand in action. The rather competitive nature of business and commerce in Elyu would lead to the effects seen as the most common grievances that patrons express.
The question, then, is not whether Elyu is โoverhyped,โ but whether its tourism capacity has been overestimated, and its long-term strategy underestimated.
Given the status quo, three things must be considered. First, La Union must rethink its tourism identity. The provincial governmentโs sustained emphasis on agri-tourism is a perfect example. With the right strategy and mechanisms to redefine social media narrative, the tourist perception of โElyuโ would be able to encompass the actual entirety and scale of the province of La Union.
Second, given that an active culture of environmental conservation exists in the provinceโs coastal areas, the ideals and principles of ecotourism should also be embedded and employed to be able to avoid the challenges that similar tourist spots face. Stronger environmental protections provide the guardrails needed to decrease tensions that come with natural landscapes clashing with commercialization and gentrification.
Lastly, tourism development must remain grounded in the local economy. Catering too much to foreign and outsider demand risks systemic displacement of locals living. Rising prices that are only affordable for high-income customers are often a red flag that must be noted. As much as improving capacity to accommodate incoming demand is needed, this must not come at the cost of infringing on the sense of autonomy and the livelihoods of those who live here.
La Union remains a vast, evolving landscapeโimperfect, yet undeniably real. At the end of the day, we must move on with a clear mind and be able to appreciate La Union with all its beautiful sights, its honest lives, and its ever-growing potential to be a place that welcomes all. #
By Marcus Alimpia
