National Program to Turn Public Markets into Tourist Spots
San Fernando City in La Union selected as pilot site for DOT market tourism initiative.
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PIA reports, the Department of Tourism (DOT) will launch a national pilot program on July 20, 2026, to transform public markets into cultural and culinary destinations to generate economic opportunities for grassroots vendors across three selected sites nationwide.
San Fernando City, La Union has been selected as one of the three pilot areas for this initiative, officially called “Market Tourism: The Palengke Experience Program.” The project will directly benefit more than 1,000 local vendors and micro-entrepreneurs by linking the city’s public market with broader travel experiences.
Under the program, the DOT is partnering with the Philippine Tour Operators Association (PHILTOA), the Philippine Association of Travel Agencies (PATA), and the Philippine Federation of Professional Tour Guide Associations, Inc. (TGFed). Together, they will create tour packages that connect public markets to nearby local attractions, including:
- Local agricultural farms
- Traditional pottery workshops
- Heritage sites showcasing traditional Ilocano food preservation
DOT Ilocos Assistant Regional Director Evangeline Dadat explained that the San Fernando City public market was chosen due to its high standards of cleanliness, organization, and strong representation of Ilocano heritage. To prepare for the arrival of visitors, the DOT and the City Government of San Fernando will conduct customer service workshops and tourism standards training for local sellers.
City Tourism Operations Officer Mark Aquino stated that the training will help vendors improve their businesses and increase sales. The program aims to turn local sellers into tourism ambassadors who can actively promote the culture and products of La Union.
SOURCE: PIA
