TOUR 203 TOURISM PRODUCT DEVELOPMENT &

MARKETING Reil G. Cruz, PhD

Monika Aliguas Navata – Labaupa
2018-21048 | GDipTDM | UPAIT UPAIT

LINGAYEN PRODUCT
DEVELOPMENT
PLAN
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TABLE OF CONTENTS
Abstract_________________________________________________________3
Introduction _____________________________________________________4
INTRODUCTION _________________________________________________3
Project aims and objectives__________________________________________________3
Methodology and Limitations of the Study _______________________________________3

SITE ANALYSIS__________________________________________________3
Accounts_________________________________________________________________3
Debt_____________________________________________________________________3
Debt_____________________________________________________________________3
Going Concern_____________________________________________________________3
Contingent Liabilities________________________________________________________3
Takeaways________________________________________________________________3

INDEPENDENT AUDITOR’S REPORT________________________________3

Auditor’s Report____________________________________________________________3
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ABSTRACT

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INTRODUCTION
The creation of value in a tourism destination is highly dependent on the quality of its
tourism product. Thus, Tourism Product Development is an important process in
tourism planning and development. Through product development, natural, man-
made and cultural resources are converted into something of value to fit the target
market’s needs and provide livelihood and income opportunities for the destination
host (Cruz, 2016). Product development result to increased number of visits, length
of stay, spending by individual visitors, and increased profitability of tourism business
(Tourism Guidebook, 2017).

Project aims and objectives

The Lingayen Product Development plan provides an overview of proposed areas
that will enable strategic public and private investment in tourism development for
Lingayen. This plan proposes private, government and non-profit tourism partners
collaboration in tourism planning to increase the number of high quality Lingayen
tourism experiences to attract more visitors, encourage them to stay longer and
experience more.

According to the National Tourism Development Plan 2016-2022 (DOT, 2016), the
Philippine aims to take advantage on its tourism resources and markets by
positioning and marketing a tourism product portfolio of nine core products that
include (1) Nature-based, (2) cultural-based, (3) sun and beach, (4) MICE, (5) leisure
entertainment and shopping, (6) diving and marine sports tourism, (7) nautical and
cruise, (8) health, wellness, retirement; and 9) Education tourism. This project will
present tourism resources of Lingayen that are compatible with these core products.

Methodology and Limitations of the project

The data used in this data is mostly based on the Lingayen’s 2017 Comprehensive
Land Use Plan and the generated data from the Tourism Rapid Assessment (TRA) of
Lingayen conducted by the Tourism Services and Promotions Division of the
Provincial Tourism and Cultural Affairs Office (PTCAO) conducted from June to
October 2018. This project covers mostly the tourism areas in Lingayen located in
the Poblacion area and 4 coastal barangays where the Lingayen Bay Walk is located.
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SITE ANALYSIS
Brief History

Spanish Era. Lingayen was founded by the Spaniards in 1572, it became a royal
encomienda and was chosen as the province’s cabecera or capital. Chinese
sangleys or merchants established trade and commerce and their own independent
community called Gremio de Mestizos in the western part of the town, while the
eastern part of the town is called the Gremio de Naturales or where the community of
natives lived. Historians noted that Lingayen started as a Chinese colony because
of the sizeable amount of Chinese residents and Chinese mestizos who were allowed
to have their own local government units by the Spanish government. This
community inhabited the riverbank in what now is the Lingayen poblacion that during
the Spanish era was known as Barraca. Another historical account on the presence
of Chinese in the town is when the Chinese Naval Commander Limahong tried to
capture Manila twice from Spanish authority but failed in 1574. He then established
his fort in Domalandan to ask the support of the Chinese community in Lingayen
From 1897 to present, Lingayen was the center of political and commercial activity
providing shipbuilding facilities and dockyards of cargo ships. It was the first town in
the province to construct buildings of masonry. Thus, government buildings such as
the Casa Real, the Presidencia, convents like the Colegio de Santissimo Rosario, the
Bishop’s Palace and the Church, as well as school buildings and Spanish houses
were built around the town (source, source, source)

American Regime to WWII. During the American regime that started in 1901 brought
about the construction of such edifice as the Capitol Building, the Sison Auditorium,
and the Pangasinan Academic High School. Lingayen became an important of
Philippine history when it became the landing site of General Douglas MacArthur and
the allied forces for the liberation of Luzon from the Japanese invaders during the
World War II. During this time, the town was devastated by the naval bombardment
in January 1945 known as the Lingayen Gulf Landings.
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General Profile of Lingayen

Environment. The municipality of Lingayen is the Province of Pangasinan’s capital

town and government center. This coastal town occupies the northwestern portion of
the vast central plain of Pangasinan along the Lingayen Gulf (about 11.5 km coastline
stretching to 9 coastal barangays), Agno River and Limahong Channel (covering 12
riverine barangays). It is a first-class municipality with an approximate land area of
6,689.68 hectares, subdivided into 32 barangays.

Access, Gateway and Linkages. Lingayen is also the province’s tourism hub, and has
been identified by the province as one of the key tourism areas in the Provincial
Tourism Development Framework Plan (PTDFP). The Lingayen is strategically
connected to the national, regional and provincial roads. Lingayen’s tourist sites are
generally accessible through well-maintained concreted national/municipal roads
(and some asphalted barangay roads). The distance of Lingayen in major growth
centers are 14.5
kilometers from Dagupan
City, 37 km from Alaminos
City, 139 km from Clark,
Pampanga, 96km from
Baguio City and 196 km
from Manila via Camiling,
Tarlac or 226 km from
Manila via TPLEX.
Lingayen has one feeder
airport although no
commercial flights are Figure 1 The Location of Lingayen in the Province of Pangasinan

available. This landing strip is being rented by a flying school. All means of
transportation are available for hire (bus, jeepneys, car rentals, tricycles, pedicabs
and small motorized boats for beach and river sites). There are two major bus liners
that directly connect to Metro Manila. Figure 1 shows the location of Lingayen in the
Province of Pangasinan.
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INSERT LINGAYEN MAP

Figure 2 Lingayen Map (Google Maps)

Climate and Natural risk factors. The climate in Lingayen is characterized by dry
season from November to April with predominant winds include the northeast
monsoon (amihan) which typically occurs between November and March and the
southwest monsoon (habagat) which is common between June and August. During
the rainy season, the municipality is visited by about 10 to 15 typhoons in a year
between June to October. The natural risk areas in Lingayen are found in the flood
prone areas and erosion prone areas located along the stretch of rivers and creeks
crossing the entire municipality. These risks usually arise during the rainy seasons.
Storm surge is also identified as one of the natural hazards in coastal areas.

People. Lingayen has a total population of 103,278 people according to the Census
of 2015. Majority of the people speak Pangasinan or Pangasinense.

Economy. The agricultural sector makes the greatest contribution to Lingayen’s

economy, with rice as its major crop. This is followed by the productive fisheries and
other aquatic and marine resources. Revenue derived from commerce such as
wholesale and retail trade makes the highest contribution to the governmental
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income in Lingayen. There varied Industrial activities in Lingayen but the most
numerous bagoong or fish sauce manufactures. The bagoong industry in the town
flourished way back in the 40’s. As a tourism hub, Lingayen derives economic
income from tourists’ activities as well. Lingayen has five major hotels and four inns
to cater to the accommodation needs of visitors. For employment, agriculture is the
largest employing sector, followed by those involved in wholesale and retail trade.
Significant employers are those in the tourism or service sector such as hotel and
restaurants. This sector is projected to increase in the future due to plans to
commercialize, industrialize and develop the tourism sector.

General Land and Water Use. The Lingayen Gulf (15km from the shoreline), Agno
River and the smaller streams crisscrossing the municipality cover an area of around
16,895.84 hectares or 73.42% of the municipal area. Most of these bodies of water
are also open fishing activity. Still remaining as a farming community the most
substantial used area in Lingayen is the agriculture area. The thirty-two barangays of
Lingayen cover a total land area of 6,689.68 hectares inhabited by 103,278 people.
8,681 hectares of municipal waters 15 kilometer from the seashore. Around half of
the people of the municipality live in the rural areas. The tourism areas in Lingayen
account for some 52.06 hectares of municipal lands (or only 0.226% of the municipal
area). These include only those areas which have been developed along the
shorelines. Open spaces and idle lands around the municipality which function,
among other things, as areas for development fill up around 291.13 hectares or
around 1.265% of the municipal area. The figure below illustrates the current land
use plan of Lingayen.
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Figure 3. Lingayen General Land Use

Lingayen Tourism Situation

Lingayen plays a significant role as the capital and seat of government of the
province of Pangasinan being dubbed as the “heart, soul and face of the province”.
Being a first class municipality, it has been cited specially as a main location in the
Provincial Physical Framework Plan of Pangasinan (PPTF) pinpointing it as a minor
urban center. The PPFT emphasized the role of Lingayen in the development of
Pangasinan’s Eco-Tourism Zone. Major PPTF projects in the municipality include
various tourism projects such as the Pangasinan Cultural Heritage Program, the
Pangasinan Museum and the Lingayen Gulf Cruise Project (Tri-City).

As a major tourism hub, Lingayen receives a lot of visitors. The most popular tourist
attractions in the locality is the Lingayen Beach and the Capitol Complex. The
provincial Pista’y Dayat (Sea Festival) celebration that is held in Lingayen, as well as
the annual town fiesta and bagoong festival are popular crowd drawers.

Its unparalleled significance is due to its heritage –historical character and at the
same time, it also one of the municipalities in Pangasinan which has the capability to
develop man-made tourism sites. The Hispanic and American edifices built in this
coastal town, and the historical significance and character of Lingayen, makes
Lingayen a one-of-a-kind destination. Furthermore, Lingayen is endowed with the
scenic Lingayen Beach, complemented by the DOT-DPWH Tourism Road
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Infrastructure Project dubbed as the Lingayen Beach Baywalk, along the towns of
coastal barangays of Lingayen extending to the next town, Binmaley.

Tourism Sites

Lingayen Beach is a portion of the 56

kilometer beach of the Lingayen Gulf.
The gulf is framed by the provinces of
Pangasinan and La Union and sits
between the Zambales Mountains and
the Cordillera Central. The Lingayen
area of the beach is a 15-kilometer
long fine gray volcanic sand shoreline. Lingayen Beach is most famous for the
amphibious landing of the American forces led by General Douglas MacArthur and
the Japanese Kamikaze attacks, following a devastating naval bombardment of the
beachhead on January 6 to 9, 1945. Following the landings, Lingayen Gulf was
turned into a vast supply depot for the rest of the war to support the American and
Filipino assaults on Manila and the rest of Luzon, and thence to Okinawa. Today,
this beach is popular to beach goers because of its wide, clean beach front. It is also
the spot for celebrating Pista’y Dayat or sea festival held on the last week of April
until Labor Day. It now feature the DOT-DPWH constructed Baywalk, free picnic
cottage and picnic areas, public bath house, and tourist center and pasalubong
center.

Provincial Capitol Building. Designed by Ralph Harrington Doane, Pangasinan’s

Capitol Building is of neo-classical architectural design and is considered as one of
the Architectural Treasures of the Philippines by the National Commission for Culture
and Arts. The construction
began in 1917, was completed
in 1918, and was inaugurated in
1919. It was damaged during
World War II and was
reconstructed in 1949. In 2007,
the building was renovated as
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the initial part of the governor’s project, “dawning of the golden era” of the province.
The edifice features the executive and legislative offices, tree-lined avenues called
the Maramba Boulevard, lush parks and gardens, conference rooms, and parking lot.

Urduja House. One of the main attractions in the Capital Complex of Lingayen,
Urduja House serves as the official residence of the governor. A three-minute walk
away from the Capitol Building, this Balinese, neo-classical inspired house is rich with
the history of the legendary warrior princess
of Pangasinan, Princess Urduja. Upon
entering the house, Romeo Mananquil’s
painting of Princess Urduja greets the guests.
Princess Urduja serves as the symbol of a
heroic Pangasinan woman: brave, principled,
and strong.

Sison Auditorium, also called by the Pangasinenses as the Cultural Center of

Pangasinan (CCP), is a frequent venue for the citywide events of Lingayen. This neo-
classical auditorium showcases the Manaoag Festival, musical concerts, cultural
shows, theater plays, graduation, social and major government functions, and the
renowned ASNA Awards which recognizes
the most outstanding Pangasinenses in
specific fields. Some of the famous ASNA
Awardees are Joyce Bernal, F. Sionil Jose,
Jose De Venecia, and Fidel Ramos.

Veterans Memorial Park. A fun viewing for family

with kids, Veterans Park showcases actual fighter
planes from World War II. The park’s main
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feature, however, is the Lingayen Gulf Landing Shrine, which was built in memory of
the Filipino freedom fighters during the historical Gulf Landing in Lingayen. The park
displays grand dioramas and art pieces that commemorate the events leading to the
Gulf Landing. One of the highlights of these pieces is the replica of the oil in canvas
painting entitled Spirit of ’45 by James Turnbult. It documents the heroic act of a
Filipino guerilla waving an American flag, signalling that the Japanese forces had
retreated and therefore Americans can safely land. Veterans Park was unveiled in
2008 by the 12th Philippine President Fidel V. Ramos.

Abong na Dayew or the Hall of Fame Is the newest

addition to the Capitol Complex attraction and was
inaugurated last April 5, 2018. The building exhibits
the province’s best practices and award winning
programs.

Narciso Ramos Sports and Civic Center. The Narciso Ramos Sports & Civic Center
is the premiere sports and recreation center in Pangasinan. With its international
standard track and field oval, swimming
pool, gymnasium, dormitories, outdoor
courts, lagoon, one-stop sports, civic and
recreation center all in one. Named after
Fidel V Ramos' father who is a native from
Pangasinan.

Fidel V. Ramos House. Built in 1995, this heritage site nestles the replica of the
ancestral house of the Philippine’s 12th President, Fidel V. Ramos. The original
house where the president was raised along with his two sisters was destroyed
during World War II. The current replica of the ancestral house features a number of
family mementos, from old family
portraits to classic photos of the
young president. The home-turned-
museum also showcases
paraphernalia during his post as the
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Philippine president, from meetings with global leaders such as the Clintons and
Queen Elizabeth of London.

Epiphany of Our Lord Parish Church. Built in 1587, Epiphany of Our Lord Parish is
one of the oldest Roman Catholic churches in
Pangasinan. Influenced by the town’s
Christianized Chinese inhabitants during the
Spanish Colonial Period, the church was made
of adobe with an oriental pagoda-like bell
tower. Currently, a replica of the original
“retablo” is displayed inside, while a number of
huge tower bells from the 1800’s are displayed outside the church. Earning its
distinction as one of the best structures in Pangasinan, Epiphany of our Lord Parish
was built by by Augustinian Spanish missionaries and has been in care by different
groups of priests through the decades, from Columban to Filipino missionaries.

Casa Real. Casa Real (Royal House) is one of the oldest public buildings and served
as the provincial seat of government of
Lingayen, Pangasinan in the Philippines
during the Spanish occupation in the
country. It was where the Alcalde Mayor
held office as the Provincial Governor
and the Judge of the Court of First
Instance. It was declared a National
Landmark by the National Historical
Commission of the Philippines and noted it as "an outstanding and unique example of
civil architecture from the Spanish and American colonial periods". Local offices that
were housed by the building abandoned it when Typhoon "Cosme" ripped off its roof
in 2008. The provincial government of Pangasinan has already allotted funds for its
renovation, which will turn it into a museum.

Bengson-Yuson Ancestral House. Donated to the

Pangasinan Government by the descendants of
Antonio Bengson and Soterana Yuson, this
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ancestral house is Lingayen’s oldest standing residential house that was easily
converted into a heritage museum. The house depicts the Spanish architecture of a
typical 18th century Filipino home. It showcases classic furniture pieces, kitchen
utensils, and other home paraphernalia used during the Spanish regime. The
museum also displays various Filipiniana dresses, family portraits of the Bengson-
Yuson families, and grand art pieces by renowned artist Romeo MananQuil, the man
behind the designs of P1,000 and P20 bills, and the endemic tamaraw in the old
Philippine peso coin.

Colegio de Santisima Del Rosario Ruins. School of Our Lady of the Most Holy
Rosary) was an exclusive school run by Dominican sisters for girls. Constructed in
1890, the school occupied one hectare of land and was composed of a dormitory for
schoolgirls, a clausura for the nuns, and a chapel. From 1912 to 1913, Fray Roque
Ruaño was tasked to design the pavilion for the Colegio del Santissimo Rosario. The
architecture follows Ruaño's design of the University of Santo Tomas in Sampaloc.
The Colegio was used as barracks for two years by the Americans during World War
II, [1] during which the nuns evacuated to Dagupan. In the aftermath of the war, the
Colegio was badly damaged and was never rebuilt. Eventually, the property was
ceded by the Dominican sisters to Bishop
Mariano Madriaga to be used by the
Columban sisters. The ruins gained much
significance following the announcement to
canonize Maria Beatriz del Rosario Arroyo,
founder of the Dominican Sisters of the
Most Holy Rosary of the Philippines and
who lived and taught at the Colegio for five
years.

Bagoong Making Village. Lingayen is famous for

its Bagoong or fish paste, which is produced in
two coastal villages here, is one of the town’s
thriving industries. Lingayen has 56 bagoong
processors. Although bagoong is produced in
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other towns or provinces, it has been associated with Lingayen, the capital town,
along with furniture and “bocayo” (coconut candies).

Limahong Chanel. Limahong, also known as Lim Ah Hong , or Lin Tao Kien was a
Chinese pirate who invaded the northern islands of the Philippines and tried to seize
the City of Manila from the Spanish in 1574. He attacked the Manila in 1574 with 64
ships but failed. However, he was able to kill Martin de Goiti of the first Spanish
expeditionary force and several Filipinos under the leadership of Rajah Lakandula.
He also burned the city. From this unsuccessful attempt, he led his fleet to what is
now Pangasinan. He was trailed by a ship under Governor-General Guido de
Lavezaris, who found him settling a colony in Lingayen, Pangasinan. The people of
Pangasinan became hostages in their own province as Limahong fought against a
seven-month siege by Juan de Salcedo's army. During that time Limahong started a
sort of Kingdom; surrounded by spanish and local forces he fled the province in 1574
and disappeared; according to some sources he gone to Taiwan. The "Limahong
Channel," dug over six months, served as the pirate's escape route. According to
Restituto Basa, author of Footnotes on Pangasinan History and The Story of
Dagupan, Limahong married a certain Princess Kabontatala who helped him dig this
channel. A marker has been placed at the channel commemorating his failed
attempts to occupy Manila.
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Name of Tourism Land Type of Tourist Type of

Site Barangay
Area Attraction Ownership

Libsong West,
Natural (Coasts,
LINGAYEN Poblacion, 5600 Provincial
Landscapes, Sports &
BEACH Maniboc, has Government
Recreation)
Pangapisan North
PROVINCIAL
Poblacion (Capitol 25 Cultural/Historical Provincial
CAPITOL
Complex) has (Architectural Treasure) Government
BUILDING
Poblacion (Capitol 18 Cultural/Historical Provincial
URDUJA HOUSE
Complex) has. (Museum & Exhibition) Government
SISON Poblacion (Capitol Cultural/Historical Provincial
AUDITORIUM Complex) (Architectural Treasure) Government
VETERANS Poblacion (Capitol .0925 Cultural/Historical Provincial
MEMORIAL PARK Complex) ha (Museum & Exhibition) Government
ABONG NA Poblacion (Capitol Cultural/Historical Provincial
DAYEW Complex) (Museum & Exhibition) Government
NARCISO RAMO
Poblacion (Alvear 3.5 Modern (Sports & Provincial
SPORTS AND
St.) has Recreation) Government
CIVIC CENTER
Poblaction Cultural/Historical
FVR HOUSE Private
(Primicias St.) (Museum & Exhibition)
Private –
EPIPHANY OF
Poblacion (town .171 Cultural/Historical Roman
OUR LORD
proper) ha (Religios venues) Catholic
PARISH CHURCH
Church
Poblacion (town Cultural/Historical Provincial
CASA REAL
proper) (Museum & Exhibition) Government
BENGSON-
YUSON Poblacion (town Cultural/Historical Provincial
ANCESTRAL proper) (Architectural Treasure) Government
HOUSE
Cultural/Historical
SANTISIMA DEL Poblacion
(Historic Monuments & Private
ROSARIO RUINS (Avenida West)
Landmarks)
BAGOONG Cultural/Historical
Pangapisan North Private
MAKING VILLAGE (Culinary Activity)
Natural (Coasts,
LIMAHONG 1250 LGU
Domalandan East Landscapes, Sports &
CHANEL has Lingayen
Recreation)
Table 1 Inventory of Lingayen Tourism Sites

Accessibility of Existing Tourism Establishments and Attractions

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The different attractions in Lingayen all have well-maintained concrete roads and are
passable by available transportation such as bus, jeepneys, tricycle, pedicabs,
bicycles and private vehicles.

Accessibility of Tourist Attractions in Lingayen

Road Distance of
Road Access Nearest
Condition tourist site from
Tourist Site from the National the nearest service
and tourism service
Road center
accessibility center

TRIP & Municipal Paved – Poblacion town

LINGAYEN BEACH Road Accessible 5.2 kms proper
Municipal/City
Road, Barangay Paved – Poblacion town
URDUJA HOUSE Road Accessible 4.7. kms. proper
Paved – Poblacion town
SISON AUDITORIUM Municipal/City Road Accessible 4.7. kms. proper
Municipal/City
PROVINCIAL Road, Barangay Paved – Poblacion town
CAPITOL BUILDING Road Accessible 4.7. kms. proper
Municipal/City
VETERANS Road, Barangay Paved – Poblacion town
MEMORIAL PARK Road Accessible 4.7. kms. proper
Municipal/City
Road, Barangay Paved – Poblacion town
ABONG NA DAYEW Road Accessible 4.7. kms. proper
Municipal/City
Road, Barangay Paved – Poblacion town
FVR HOUSE Road Accessible 4 kms proper
Municipal/City
Road, Barangay Paved – Poblacion town
CASA REAL Road Accessible 0 km proper
Municipal/City
BENGSON-YUSON Road, Barangay Poblacion town
ANCESTRAL HOUSE Road Paved 0 km proper
Municipal/City
SANTISIMA DEL
Road, Barangay Poblacion town
ROSARIO RUINS
Road Paved 1 km proper
Municipal/City
BAGOONG MAKING Road, Barangay Poblacion town
VILLAGE Road Paved 8 km proper
 18

Municipal/City
Road, Barangay Poblacion town
LIMAHONG CHANEL Road Paved 9.5 kms. proper
Table 2 Accessibility Assessment of Lingayen Tourist Sites

Lingayen Accommodation Establishments

There is a total of 23 accommodation establishments in Lingayen with 426 rooms

which can accommodate a maximum of 1,466 capacity. These establishments
employ a total of 74 employees. (This data is the only recorded tourism related
employment in the town).
NO. OF TOTAL
NAME OF ESTABLISHMENT CLASSIFICATION/ DOT & PTCAO
ROOMS CAPACITY

BERGAMO HOTEL
Non-DOT Accredited 17
Torres Bugallon, Poblacion 38
Hotel
PTCAO Rating: Average

MIKA’S TRANSIENT
Non-DOT Accredited
Torres Bugallon, Poblacion 2 4
Transient House
PTCAO Rating: Fair

THE PRESIDENT HOTEL

Non-DOT Accredited 56
Maramba Boulevard, Lingayen 137
Hotel
PTCAO Rating: Average

EL PUERTO MARINA BEACH RESORT & VACATION

CLUB Non-DOT Accredited 13 49
Lingayen Baywalk - Pangapisan North, Lingayen Beach Resort
PTCAO Rating: Very Good

NARCISO RAMOS SPORTS & CIVIC CENTER

Non-DOT Accredited 18 315
Alvear, Poblacion, Lingayenb
Dormitory
PTCAO Rating: Fair

CAPITOL RESORT HOTEL

Non-DOT Accredited 16 52
Capitol Complex, Lingayen
Resort Hotel
PTCAO Rating: Average

MALIGUEN LODGE INN

Non-DOT Accredited 11 22
Avenida, Poblacion
Tourist Inn
PTCAO Rating: Fair

MALINAC LODGE INN

Non-DOT Accredited 48 96
Alvear St. Alvear
Tourist Inn
PTCAO Rating: Fair

HOTEL CONSUELO RESORT & CHINESE RESTAURANT

DOT Accredited 63 298
Maramba Boulevard, Lingayen
Hotel
PTCAO Rating: Fair

LINGAYEN VILLAGE INN

Non-DOT Accredited 29 72
Capitol Complex, Lingayen
Tourist Inn
PTCAO Rating: Fair

REDONDO INN
Non-DOT Accredited 17 34
Sto. Nino, LIngayen
Tourist Inn
PTCAO Rating: Fair

STAR MONICA HOTEL, RESORT & RESTAURANT

Non-DOT Accredited 8 34
Quibaol, Lingayen
Resort
PTCAO Rating: Good
15 42
PUROK MARCELA RESORT GUEST HOUSE Non-DOT Accredited
 19

NAME OF ESTABLISHMENT CLASSIFICATION/ DOT & PTCAO NO. OF TOTAL

ROOMS CAPACITY
Lingayen Baywalk, Libsong, Lingayen
Resort
PTCAO Rating: Good

CAMILLE’S NIPA HUTS & SHEDS

Non-DOT Accredited 5 27
Lingayen Baywalk, Maniboc, Lingayen
Pension House
PTCAO Rating: Fair

OLD WOOD
Non-DOT Accredited 4 16
Lingayen Baywalk, Libsong, Lingayen
Pension House
PTCAO Rating: Good

CARMINA’S DORM BY THE SEA

Non-DOT Accredited 7
Lingayen Baywalk, Poblacion, Lingayen 18
Transient House
PTCAO Rating: Fair

NIELCAM ROOM FOR RENT

Non-DOT Accredited 2 12
Baywalk Casulming II, Maniboc, Lingayen, Pangasinan
Transient House
PTCAO Rating: Fair

PORTUGUESA BEACH HOUSE

Non-DOT Accredited
Sitio Aliguas, Brgy. Libsong East, Lingayen, Pangasinan
Transient House
PTCAO Rating:Average

SAND OF A BEACH
Non-DOT Accredited
Sitio Aliguas, Brgy. Libsong East, Linagyen, Pangasinan
Transient House
PTCAO Rating: Average

CASA MARIA JIMENEZ FAMILY

Non-DOT Accredited
50 Jacoba St. Lingayen, Pangasinan
Apartment/Room for Rent
PTCAO Rating:

MC HOTEL
DOT Accredited 44 78
Solis St. Lingayen, Pangasinan
Hotel
PTCAO Rating: Very Good

LIDSON VILLE INN

Non-DOT Accredited 44 88
Libsong Road, Bry. Tonton, Lingayen, Pangasinan
Tourist Inn
PTCAO Rating: Average

WYCO’S BEACH FRONT RESORT

Non-DOT Accredited
Alvear St. Baywalk, Lingayen, Pangasinan 7 14
Resort
PTCAO Rating: Fair

TOTAL: 426 1,446

Table 3 Inventory of Lingayen Accommodation Establishments

Other Tourism Services. Other facilities and institutions that support tourism is the
presence of many food and beverage restaurants in the town center, convention
facilities, tourist center and pasalubong center. It has one post office, complemented
with private courier and express delivery and money order establishments. Also
present are telephone services, internet connectivity provider, and 2 cable stations.
Banks Public utilities such as are also sufficient. Lingayen is connected through the
road network system consisting of national, provincial, municipal and barangay
roads. Power and potable water is also present in Lingayen.

Cultural and Tourism Activities in Lingayen

Table 4 Cultural and Tourism Events in Lingayen

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EVENT DATE PLACE ORGANIZER

SPECIAL EVENTS/HOLIDAYS
73rd Lingayen Gulf Landings Provincial Tourism &
January 9 Veterans Memorial
Anniversary & 10th Cultural Affairs
Updated Park, Lingayen
Pangasinan Veterans Day Office
FESTIVALS & TOWN FIESTAS
Lingayen Town Fiesta January 2-6 Lingayen
Mayor’s Office
(Feast of the Epiphany of Town Plaza
the Lord ) (District 2)
Lingayen Mayor’s Office
Bagoong Festival January 21-27
Town Plaza
Capitol Complex, Office of the
Semana Santa ed Kapitolyo Holy Week
Lingayen Governor
Agew na Pangasinan Capitol Complex,
April 5 PTCAO
(Pangasinan Charter Day Lingayen
Pista’y Dayat April 5 Capitol Complex,
(Sea Festival of the North) to May 2 Lingayen
Pangasinan Tourism Month September Lingayen
Celebration 1-30

Market Analysis

From 2013 to 2017, Lingayen experienced a steady increase of its tourist arrivals.
Based on Lingayen Accommodation establishments, Lingayen had 72,548 total
tourist arrivals, it grew up to 186,616 arrivals last 2017. Like the rest of the arrivals in
Pangasinan and the Philippines, majority of Lingayen’s visitors are domestic. Its
foreign arrivals relatively increased during this 5 year data that increased from 867 in
2013 to 5,144 in 2017. Lingayen’s top foreign arrivals are from USA, Canada and
Russia. The most visited attractions in Lingayen are the Lingayen Beach and the
Capitol Complex. Tourists often visit Lingayen during the summer season from
March to May and during the November and December where balikbayans and their
guests go home for the holiday seasons.

Tourist Arrivals based on Accommodation Establishments

TOURIST ARRIVALS BASED
ON ACCOMMODATION DOMESTIC FOREIGN TOTAL
2013 72017 867 72548
2014 154725 572 155297
2015 191763 564 192327
2016 396124 7621 403745
2017 181472 5144 186616
Table 5 Lingayen Tourist Arrivals 2013 - 2017
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RANK COUNTRY
1 USA
2 CANADA
3 RUSSIA
4 AUSTRALIA
5 SINGAPORE
Table 6 Lingayen Top Foreign Market

Planning Considerations: Existing and Future Opportunities and Threats

In a very special way, the PPTF emphasizes the role of Lingayen in the development
of Pangasinan’s Eco-Tourism Zone. As far as land use is concerned, Lingayen is
open for build-up since no forest lands have been classified in the municipality. Being
a first class municipality, Lingayen is relied upon for health, education and
institutional services for the whole province. Major PPTF projects in the municipality
include various tourism projects such as the Pangasinan Cultural Heritage Program,
the Pangasinan Museum and the Lingayen Gulf Cruise Project (Tri-City).

Development Constraints. Based on the Lingayen Comprehensive Land Use Plan,

analysis of the town’s situation revealed the following constraints to development.
The topographical features of the town which is mostly flat areas is ideal for
development initiatives. There are no man-made risks in the municipality, but
natural risk areas (i.e flood areas and storm surge areas) pose important planning
demands. The construction of physical improvements in all the sectors concerning
the municipality’s development which should include risk-mitigating infrastructure
particularly in the areas susceptible to flooding, irrigation facilities, recreation
facilities, road network and other support infrastructure facilities are necessary and
they play an important role in forwarding development in Lingayen. All these however
require high investment costs.

Guidelines and Policy Constraints to Development. The development proposals

must conform to the Regional and the Provincial Physical Framework Plans. The
development proposals must also conform to the following legal bases of land use
and development such as the National Integrated Protected Areas System Act or RA
7586, Comprehensive Agrarian Reform Law of 1988, provides for a legal basis in the
 22

conversion of private agricultural lands into nonagricultural uses, R.A.7279 of the

Urban Development and Housing Act of 1992, Environmental Impact Law, and the
Tourism Act of 2009 (RA 9593).

Resource Opportunities. The CLUP identified as resource opportunities which may

support the development of the municipality. Central location and role assigned to
the municipality by the province Being the capital and seat of government of the
province and a significant historical and heritage site, Lingayen possesses a unique
and specific advantage not available for other municipalities. Thus, Lingayen also
occupies a special posture of service for the province. Lingayen have skilled,
trainable and cooperative human resources. These are main resource which attracts
planning inspirations in Lingayen is the human resource base of the municipality. The
high literacy rate and skills level makes for a labor force with very good potentials. In
addition, past experience has shown that openness of the people of Lingayen to get
organized and get involved in cooperative actions. Lingayen have healthy, safe and
peaceful municipal conditions conducive to economic investments and other social
and cultural endeavors. And finally, the town have sustained and conserved
ecological system that can be harnessed to support development efforts.

Strengths
• Tourism potential of the Municipality
• Historical value of various sites and structures
• It being the capital town of Pangasinan
• Popularity of festivals
• Good road network
• Safe location

Weaknesses
• Tourist bulk are found at the Capitol Area only
• Absence of tourism office and officer primarily focused on tourism
• Lack of tourism marketing strategy

Opportunities
• More beach resorts are being built after the construction of the baywalk
• Lingayen Beach and NRSCC is becoming popular to sports events operator.
 23

• Renewed focus on tourism by the government

• Development of new cultural sites are underway (i.e. Provincial museum)
• DOT support to road development, human resource development

Threats
• Emergence of other activities perceived as more interesting but overshadows
tourism activities.
• Construction of the Rosario, La Union Exit of TPEX, diverting tourists away
from entering the Pangasinan

Strategies
• Development of innovative tourism products
• Development of Marketing plan
• Establishment of a Tourism Assistance Center within the Municipal Hall
• Make festivals and sports event smore colourful to leave a lasting and
memorable impression in the hearts and minds of visitors

Development Strategies
• Cluster strategy. Clustered attractions have better promotional and revenue
impact. Clustered attractions are also more attractive to tourists as it require
less time and effort by the visitor to reach attractions if grouped together.
Furthermore, clustering increases the economic viability of attractions.
• Tourism Circuits. A popular version of the cluster strategy is the tourism
circuit. Attractions within the circuit should not be separated by long distances.
A visitor should be motivated to visit all the places within the circuit. Tourist
circuits are used as a strategy to increase the total number of visits to all the
destinations within the circuit as well as provide tourists with a more rewarding
experience and value for money by providing a mix of attractions and activities
in a destination.
• Product Diversification. This is the improvement or innovation of Lingayen’s
existing products by adding new components. This strategy involves creating
new customer base to expand market potential, develop products focusing on
Lingayen’s cultural, historical, sports and culinary products. This will also
 24

provide tourism stakeholders leverage for funding for product development,

business planning as well as marketing support to better position the products.
 25

SITE DEVELOPMENT
Proposed Tourism Development Areas (TDAs)
This project proposes four (4) attraction complexes. Each cluster is
designated with a proposed theme and below each complex are the usual and
potential tourist activities.

Lingayen Tourism Development Areas (TDAs)

Capitol Complex Industrial District Poblacion District Lingayen Baywalk

1. Provincial Capitol 1. Bagoong Making 1. Epiphany of Our 1. Lingayen Beach

2. Urduja House Village Lord Parish 2. Aquatica Marina
3. Veterans Church Water Park
Memorial Park 2. Casa Real
4. Abong na Dayew 3. Bengson – Yuson
(Hall of Fame) House
5. Sison Auditorium 4. Colegio de
6. FVR House Santisima Del
7. NRSCC Rosario Ruins

Type of Tourist activities

Cultural activities Educational and Cultural activities Sports and

(i.e. festival), culinary tours (festival), Religious recreational
MICE activities, activities, historical activities, sun and
sports and and educational beach activities,
recreational tours water activities
activities, historical
and educational
tours
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The map below illustrates the proposed attraction complexes:

Lingayen Capitol Complex: Capitol

Baywalk Cluster: Building, Sison Auditorium,
Lingayen Beach Veteran’s Park, Abong na
and Aquatica Dayew, Urduja House,
Marina Water NRSCC, FVR House
Park

Industrial Cluster:
Bagoong Making
Village and
Bocayo Making

Poblacion District:
Casa Real,
Epiphany of Our
Lord Church,
Bengson House,
Colegio de
Santisimo
Rosario

PROPOSED TOURISM CIRCUITS

Tourism Circuits are popular versions of the cluster strategy and are used to
increase the total number of visits to all the destinations within the circuit as well as
provide tourists with a more rewarding experience and value for money by providing
a mix of attractions and activities in a destination.
The Lingayen tourism circuit can be done in one to two days. Since Lingayen
is located in the heart of the province, it is easy to pair or mix Lingayen with other
major attractions in Pangasinan. There are 3 possible tourist circuits of Lingayen
mixed with other towns.

Lingayen Heritage Circuit

This circuit includes the Capitol Complex, the Industrial District and the
Poblacion District. From the gateway, tourists may proceed to the Capitol Complex
and can get a glimpse of the stately Provincial Capitol Building which was built in
1918. It is surrounded by a lush park while the compound greatly represents the
architectural state during the American regime. Aside from its iconic government
structures, Lingayen is noted for its historical landmarks such as the Lingayen
 27

Landing Gulf Marker, as Lingayen Gulf was a strategically important theatre of war
between American and Japanese forces. Since bagoong industries are well-
celebrated in the municipality in Lingayen, tourists can visit one of the bagoong
making factories and learn how this popular condiment is made. This circuit may end
at the Poblacion District passing by the Colegio de Santisima ruins which is located at
the town’s old parian site then visit the Epiphany of our Lord Parish Church. Soon,
the town will open the Provincial Museum to be housed at the old Casa Real, one of
the oldest standing casa reals (or royal court) in the Philippines that was renovated
by the aid of the National Historical Commission of the Philippines (NHCP). Tourist
may opt to stay in one of the beach resorts located along the Lingayen Baywalk.

Lingayen – Alaminos (Hundred Islands) Circuit

The Hundred Islands National Park is located at Alaminos City is one of the
major tourist attractions in Pangasinan. It is 45 minutes to 1 hour away from
Lingayen via a scenic country view along the National highway. When paired with
Alaminos City, tourists can finish the Lingayen Heritage tour in 2 hours and then
proceed to Alaminos City for a Hundred Islands Adventure. Tourist activities may
include island hopping, helmet diving, kayaking and snorkelling and other fun water
activities.

Lingayen – Manaoag (Pilgrimage) Circuit

Another major tourist hub in Pangasinan is the Minor Basilica of Our Lady of
Manaoag located at Manaoag, Pangasinan. It is one and a half hour travel time via
national roads. Tourist coming from Lingayen can enjoy the scenic view of the rivers
and fishponds along the way and may even stop for lunch at road side ihaw-ihaw
restaurants. Once at Manaoag, tourist can attend one of the hourly mass at the
church, visit its museum and buy religious items at the pasalubong centers.

Lingayen – Mangatarem (Farm) Circuit

A new attraction in Pangasinan is the YlangYlang plantation and the Our Farm
Republic in Mangatarem, Pangasinan. Mangatarem is 45 minutes away from
Lingayen via a scenic national highway. These tourism farms showcase the best
practices in organic farming. Our Farm Republic offers a unique variety of farm
activities for tourists to learn and have fun.
 28

The Map below illustrates the recommended tourism circuits for Lingayen.

Lingayen -Manaoag

Lingayen -Alaminos

Lingayen -Mangatarem
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Proposed Tourism Themes and products per TDAs/Cluster

Lingayen Baywalk. Lingayen Baywalk is ideal for

Sports and recreational activities, sun and beach
activities, water activities. At present it features a
high grade concrete highway constructed by the
DOT-DPWD Tourism Road and Infrastructure
Development Product. The baywalk occupies 4
barangays (Poblacion or Capitol Complex at the
center, Libsong East at east, Maniboc and
Pangapisan North at the west). The highlight of
this area is found at the Capitol Complex area
where it is equipped with solar lights, free picnic
sheds, lifeguards, security guards, public
bathhouse, tourist information center, pasalubong
center and other tourist amenities. After the construction of the baywalk, more beach
resorts along the baywalk started to be developed.
Destination Developments: The major goal of developing this area is to spread out
the bulk of the tourists at the Capitol Complex to other 3 barangays by improving the
softscapes of the baywalk.
• Mass planting of low growing coastal native species to provide both visual appeal
and green area to the baywalk
• Lighting with solar lights
• Lifeguard Posts
• Car and Bus parking space.
• Signage. Putting up way-
finding signage and safety &
security warnings signage
• Provision of life guards and
security guards in these
areas.
 30

Capitol Complex. This area features the built heritage left by the American period
and is considered a most popular tourist
site next to the Lingayen Beach.

Destination Development. This area is

well developed and maintained by the
Provincial Government of Pangasinan.
Since this area is the major tourist
drawer in the town, development of other
sites in Lingayen should complement the
complex. Thus, LGU Lingayen should add some enhancement on areas not within
the provincial capitol complex such as the FVR House and the roads leading to the
Narciso Ramos Sports and Civic Center.
• Signage leading to FVR House
• Signage leading to the NRSCC
•

INDUSTRIAL DISTRICT. Barangays Maniboc and Pangapisan North are both

bagoong making villages. These area are often frequented by visitors to buy this
unique condiment, but no developments has been made to provide a more touristy
appeal.
Destination Development. The goal is to put tourist facilities in these villages to
attract more tourists.
• Traditional Bagoong Making Center. A small museum that tells the story of
the traditional bagoong making and displays traditional bagoong making
implements that are starting to be replaced by modern implements.
• Signage. Putting up way-finding signage and safety warnings signage .
• Capacity Building. Training of local tour guides.
• Tourist friendly tricycle drivers. Training of drivers to make them more tourist
friendly.
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POBLACION DISTRICT. This area is also Lingayen’s service center and tourism
center. The district features the Spanish influence in the town because of the
presence of the church, casa real, convent and old houses built during this period.
Destination Development. Major developments in
the Lingayen Plaza area is highly recommended so
that it would complement the theme of the district
and to bring back the old glory of the Lingayen
town plaza. The plaza which is supposed to be the
highlight of the town proper, has been reduced to
become a parking lot when not utilized during
special events.
• Major Renovation of the Lingayen Plaza
• Construction of public toilet