Pasay city: The Ilocos Norte provincial delegation generated more than PHP32 million in actual sales and potential bookings during the 37th Philippine Travel Mart held at SMX Convention Center in Pasay City on Sept. 4 to 6. Senior tourism operations officer Xavier Ruiz shared the data on Monday, stating that the amount includes prospective hotel accommodations and tour bookings, plus about PHP575,000 in sales of empanadas and other local products from micro, small, and medium entrepreneurs who participated in the annual fair.

According to Philippines News Agency, beyond the immediate financial value, these bookings signal confidence in Ilocos Norte as a tourism destination. Ruiz emphasized that the fair allowed visitors to engage with the province not just through inquiries about destinations and travel packages, but also through the enjoyment of local products like empanadas. This engagement could lead to future arrivals, longer stays, and increased spending across various sectors like hotels, restaurants, transportation, and local attractions.

The Philippine Travel Mart, hosted by the Philippine Travel Operators Association, is recognized as the country's largest and longest-running travel trade exhibition. The success at the event highlights Ilocos Norte's growing appeal as a tourist destination.

In addition to the achievements at the travel fair, Ilocos Norte has been recognized as a finalist in six categories at the Department of Tourism-National Association of Tourism Officers of the Philippines Pearl Awards 2026. These categories include best tourism event, best tourism souvenir, best tourism event hosting (local and international), and best tourism-oriented local government unit, showcasing the province's commitment to excellence in tourism.