Ilocos Norte Town Poised To Be A Leading Tourist Destination

It may be the second-smallest town in Ilocos Norte, but San Nicolas is poised to be a giant in drawing tourists to its destinations, which are rich in history and culture. 

A study from the University of Santo Tomas showed that San Nicolas could lead the province in tourism due to its “rich cultural and historical heritage.” 

“The town boasts a treasure trove of historical landmarks that serve as testament to the captivating narrative of San Nicolas' unique identity and this combination of historical significance and cultural richness presents an alluring proposition for tourists seeking an authentic and immersive experience,” the study read. 

The latest available data where San Nicolas reported its visitor statistics to the Department of Tourism showed that it accounted for 37,222 visits out of over 500,000 tourists that visited Ilocos Norte, who may have opted to visit the coastal destinations of Pagudpud and Laoag City. 

Of the number, 1,326 were foreign visitors while 35,896 were domestic travelers.

While it was the third most visited destination in the province in 2019, the small town is poised to be a “leading” tourist destination due to its bolstered tourism advantages in culture, heritage, education, creatives, shopping, economic growth and sustainability.

While landlocked, the town attracts visitors from diverse backgrounds – from cultural enthusiasts, history buffs, heritage travelers and religious pilgrims. 

The study – which made use of observation forms, in-depth interviews, surveys and focus group discussions – examined the culture, practices and experience in what the town considers six of its crown jewels: Balay San Nicolas, Museo San Nicoleno - BuaboBuabo, Rangcapan Pottery Shop, San Nicolas Public Market, Diocesan Shrine and Parish of San Nicolás de Tolentino, and Valdez Center. 

Declared an Important Cultural Property by the National Museum in 2015 for its exceptional cultural significance, Balay San Nicolen~o is considered the town’s most important among its many heritage houses. 

Believed to have been built in the early 1800s, it has served as a residence of one of the town’s most prominent families, a town hall and a headquarters for the Japanese army during World War II. Now, it is open to the public as a museum with a rich collection of artifacts and artworks. 

“More than just a museum, Balay San Nicolas is a living legacy of the Ilocano people. It is a place where visitors can learn about the past, experience the living culture of the Ilocanos, and appreciate the beauty of traditional Ilocano architecture,” the study read. 

Museo San Nicolen~o or Buabo-Buabo, highly reputed for its rich collection, is also known for engaging surrounding communities in promoting the local heritage to visitors, the highlight of which is featured through local student tour guides “who follow a curriculum centered around local art, specifically, the Damili (Pottery) Industry.” 

“The contributions of student guides serve as a key for deeper connection as it substantially introduces the tourists to the history of the place and connects the community with their culture and history,” the study read. 

“Additional findings include the study site’s strengths being the use of natural and recyclable materials, strategic location in San Nicolas, student museum guides as a unique trademark of the museum and affordable entrance fees for maintenance,” it added. 

Meanwhile, the Diocesan Shrine and Parish of San Nicolas de Tolentino was also lauded in the study for its historical and cultural significance. 

Pottery (Damili) is the best-known traditional industry in San Nicolas and is celebrated in a town-wide festival every Dec. 26. The study featured the Rangcapan Pottery Shop, one of the leading establishments for damili pottery making in town, whose products “set themselves apart from others through meticulous attention to detail such as innovative molding techniques, precise cooking methods, and choice of clay.”

Meanwhile, the study also highlighted how shopping and leisure tourism are bolstered by two local establishments: the San Nicolas Public Market and the Valdez Center. 

Overall, the study expresses a rosy outlook for San Nicolas’ tourism, touting it as one of the country’s contributors to “the revitalization of tourism quality in the Philippines through an evident practice of the Filipino brand of service excellence.” 

“With a relatively low population accompanied by a low cost of living in the area, the destination is also ideal for budget-conscious travelers and those seeking a less crowded destination and a more authentic and intimate experience of the Ilocano life and culture,” the study read. 

The descriptive-qualitative study was conducted by Tourism Management students of the University of Santo Tomas taking up Tourism Policy, Planning and Development course. The event was organized by the class taking up the Meetings, Incentives, Conferences and Events (MICE) Management course called Silakbo Studios.