Prepared by:

MUNICIPAL GOVERNMENT OF LA TRINIDAD

Province of Benguet

Valred E. Olsim
Tourism Officer / Local Economics and Investments Promotion Officer

December 2020
1.1. B rie f H is to ry & G e o g ra p h y
B rief H istory. During the Spanish era, the valley of La Trinidad was originally
called “valle de Benguet” from the local term “Benget,” which means the stench
emitted by the muddy swamp area. For centuries, the whole Gran Cordillera went
undiscovered, not until the Spaniards heard about the gold-rich Igorots trading with
lowlanders. The earliest recorded Spanish visits to the La Trinidad area were as
early as 1620s by Captain Garcia de Aldana and Don Alonso M. Quirante.
Although the District of Benguet was established in La Trinidad by 1846, it was only
in April 21, 1874, under Commandant Manuel Scheidnagel, that “Valle de Benguet”
was renamed “Valle de La Trinidad” (La Trinidad Valley). Despite popular tradition
that it was so named as “a fitting tribute to Galvey’s wife, Doña Trinidad de Galvey”,
Scheidnagel is believed to have been inspired by the area’s three small visible hills
(in effect, a Trinity: a religious icon of the Christian campaign) overlooking the
Poblacion church, where the seat of the Cabecera was established. After the
Revolutionary period in 1900, La Trinidad became the supplier of vegetables via
the Trinidad Farm School (now the Benguet State University).
Several socio-economic changes occurred, and the concepts of freedom of
religion, titling of lands, formal education, and democratic elections of leaders were
introduced. Paid labor and money became an important feature in the economic
lives of the people. World War II and the Japanese occupation in 1941-1945,
however, made life more difficult for the La Trinidad people. Many residents were
imprisoned and pitilessly tortured. Young men joined the guerilla war and, the
mothers with babies and children fled into the mountains. After liberation day, on
June 16, 1950, La Trinidad became a regular municipality by virtue of RA No. 531.
The planting of temperate-growing vegetables were introduced right after the war.
For this, the municipality came to be widely-known as the Salad Bowl of the
Philippines. Strawberries first introduced by the Americans also became the town’s
main product, which was marketed in Baguio City, garnering for itself the title
“Strawberry Capital of the Philippines” in the late 1980s.
By the 1980s, farmers were prodded to venture into cutflower production.
With the establishment of the La Trinidad Vegetable Trading Post, La Trinidad
became Benguet’s marketing hub. During the 1990s, many barangays in La
Trinidad were growing chrysanthemums, r oses, and a variety of flowers.
Barangay Bahong, a major flower farming community, was named “The Rose
Capital of the Philippines”. By the turn of the century, migration and urbanization
steadily crept in, bringing with it a colorful tapestry of people not only from the
different Cordillera provinces, but from the whole country.
G e n e ral L o c a tio n . The capital town of Benguet Province, the Municipality of
La Trinidad is located 256 kilometers north of Metro Manila. It is bounded on the
north by the Municipality of Tublay, on the south by the city of Baguio, on the west
by the Municipalities of Sablan and Tuba. Its lies on geographical coordinates 16
degrees, 21 minutes north latitude and 120 degrees and 35 minutes east longitude.
L a n d A re a & P o litica l S u b d ivis io n s .
The municipality’s land area is
measured at 8,079.5152 hectares. This makes La Trinidad the smallest of all the
13 municipalities of the province of Benguet. It comprises only less than three
percent of the total provincial land area.
The municipality has 16 barangays, equally divided into urban and rural. The total
urban area is 2,740.68 hectares or 34 percent of the total municipal land area. The
major urban areas are Pico, Betag, Balili and Poblacion—the barangays occupying
the valley floor of La Trinidad. The rural barangays cover an aggregate area of
5,338.82 hectares or 66 percent of the municipal land area.
T o p o g ra p h y. Amidst mountain peaks and steep terrain that characterize the
municipality, a 350-hectare valley is formed. The valley, located at the center of
La Trinidad, is surrounded by cliffs and mountains of limestone. The valley floor
has an elevation of 1,300 meters above sea level. The highest barangay is Beckel
with an elevation of 1,700 masl. The lowest in elevation is Bineng lying at 500
masl. The valley area is the main flatland of La Trinidad. The rest of the
municipality is generally rugged with some pockets of gently sloping areas mostly
found along barangays Cruz, Alapang, Bahong and Alno.
L a n d U s e . La Trinidad’s urban built up lands, estimated to account for more
than 10 percent of the municipality’s land area, has been rapidly expanding
particularly in the barangays of Poblacion, Puguis, Shilan and Alapang. This
resulted as the rapidly growing population continue to raise the demand for new
residential areas. Residential land use accounts for the largest share in urban land
use. However, commercial land use is expected to have the highest demand in
urban areas given the municipality’s growing roles as a commercial, educational
and agro-tourism center in the province. Interspersed within residential areas, the
commercial area is concentrated along the Baguio-Bontoc national highway. It is
expected that most of the residential buildings along this road shall be used for
commercial space in the near future. Forestland still occupies the biggest land
area at f 31.908 square kilometers, comprising 39.49 percent of the total municipal
land area. These comprise the communal forests and watersheds within the
municipality. The four Communal Forests are in Alapang, Alno, Puguis and Shilan,
occupying a total are of 1.7 square kilometers. The Watershed areas are found in
Busol, Ambiong and the Benguet State University reservation occupying a total
area of 2.379 square kilometers. The next biggest land use is agriculture.
Approximately 31.082 square kilometers or 38.47 percent of the total land area of
the municipality is classified as agricultural lands. The total cultivated area is
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La Trinidad, Benguet 1
2,993.33 hectares, about 62 percent are irrigated. In year 2010, with commercial
land use putting pressure on agricultural land use, it is estimated that agricultural
land shall contract to about 28.54 percent of the total land area. Those areas
cultivated with strawberries and cut flowers, however, shall remain as the Strategic
Agriculture and Fisheries Development Zones per the Agriculture and Fisheries
Modernization Act 1997. These cover an area of 2.598 square kilometres.

A c c e s s ib ility. La Trinidad is accessible by land transport via the following entry

points:
 from Mt. Province thru the Baguio-Bontoc Road on the northeast;
 from La Union thru Marcos Highway via Pico-Lamtang Road on the southwest;
 from Nueva Vizcaya through the Benguet-Nueva Vizcaya Road on the southeast;
 from Pangasinan, thru Kennon Road on the south.

All these roads converge in City of Baguio where the nearest airport – the Loakan
Airport -- is also located. The Baguio-Manila travel time takes about seven hours
ride by land or 45 minutes plane flight. At present, there are no commercial flights
to Baguio City. Tourists can however take the general aviation planes from other
airports of the country.

C lim a te . La Trinidad, as in the rest of Benguet province, falls under the Type I
climate which is characterized by two distinct seasons: wet from May to October
and dry during the rest of the year. Average temperature ranges from 17.3ºC in
January to 20.7ºC in June.

G e o lo g y a n d S e ism ic ity. Survey maps from the Mines and Geosciences

Bureau show that the municipality is vulnerable to geologic hazards. Several fault
lines have been observed within the area. The two most notable splays of the
Philippine Fault Zone affecting the area are the Digdig Fault located east of
Benguet. A sudden slip along this fault that took place on July 16, 1990 caused the
magnitude 7.8 Ritcher Scale earthquake that was felt throughout Luzon.

In addition, the municipality’s rugged terrain, geologic composition and extreme

rainfall climate make it highly vulnerable to geologic hazards such as landslides,
erosion and ground movements.

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La Trinidad, Benguet 2
M ap N o . 1.1. L O C A T IO N M A P
M U N IC IP A L ITY O F L A TR IN ID A D , P R O V IN C E O F B E N G U E T

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La Trinidad, Benguet 3
 municipality. The socio-economic opportunities draw people towards La Trinidad.
1.2. Demography Moreover, its proximity to Baguio City makes it an immediate catchment of
population spillover from the latter.
P o p u la tio n , G ro w th a n d D e n s ity. Over the past decades, the population
growth of La Trinidad has Table 1.2a. Population by Ethnicity The barangays of Pico, Balili, Table 1.2c. Population by Ethnicity
always been higher compared La Trinidad: 2000,2010 and 2015 Poblacion, and Betag have the La Trinidad: 2000,2010 and 2015
to the national average. In the most number of population. Ethnicity 2000 2010 2015
Ethnicity 2000 2010 2015
2007 Census, its population has These are also the fastest
been growing at a rate of 5.34 Pop. % Pop. % growing, especially Balili where Pop. % Pop. %
percent per year from the 2000 Benguet Ethnic Group 38,207 56.39 63,295 72,382 69.15 population surpassed that of Benguet Ethnic Group 38,207 56.39 63,295 72,382 69.15
level, reaching 97,810 or 24,636 Kankanai/Kankaney/ 20,780 30.67 38,450 46,242 45.24 Pico as of the 2007 census. Kankanai/Kankaney/ 20,780 30.67 38,450 46,242 45.24
households in 2007. This is Kankanaey Kankanaey
The barangays with the least Ibaloi/Inibaloi 16,383 24.18 23,719 24,438 23.91
higher than the municipality’s Ibaloi/Inibaloi 16,383 24.18 23,719 24,438 23.91 population are Bineng and
Ikalahan/Kalanguya 1,044 1.54 1,126 1,702 1.67 Ikalahan/Kalanguya 1,044 1.54 1,126 1,702 1.67
past growth rates which Alno which are also the areas Other Cordilleran 3,954 5.8 3,234 3,367 3.29
averaged to 4.41 percent Other Cordilleran 3,954 5.8 3,234 3,367 3.29
Ethnicity with the lowest population Ethnicity
annually since the 1970’s. Ibontoc 2,362 3.47 1,243 473 0.46 growth. Pico and Balili will Ibontoc 2,362 3.47 1,243 473 0.46
From the 2007 figure, Ifugao 1262 1.86 1,167 1,463 1.43 continue to be the most Ifugao 1262 1.86 1,167 1,463 1.43
population is estimated to Kalinga / Kinalinga 281 0.41 670 1,178 1.15 populated barangays in the Kalinga / Kinalinga 281 0.41 670 1,178 1.15
double in 2026, or in 19 years. Apayao/Yapayao /Itneg 49 0.06 154 253 0.25 municipality, but Lubas, Apayao/Yapayao /Itneg 49 0.06 154 253 0.25
At present, the growth rate Other Local Ethnicity 25,174 37.16 7,882 26,244 25.67 Other Local Ethnicity 25,174 37.16 7,882 26,244 25.67
Wangal and Tawang will fast
remains to be high at 3.61 Ilocano 18,847 27.82 2,723 12,904 12.62 Ilocano 18,847 27.82 2,723 12,904 12.62
catch up fast catch up. Tagalog 4,106 6.06 685 4,274 4.18
percent. Tagalog 4,106 6.06 685 4,274 4.18
Other Local Ethnicity 2221 3.28 4,474 9,066 8.87 Other Local Ethnicity 2221 3.28 4,474 9,066 8.87
Foreign Ethnicity 190 0.28 8 57 0.06 P o p u la tio n b y E th n ic ity. Foreign Ethnicity 190 0.28 8 57 0.06
The accelerating In terms of ethnicity, no new Not Reported 221 0.33 1,098 167 0.16
Not Reported 221 0.33 1,098 167 0.16
population growth is due to the updates are available from the
high rate of in-migration into the census conducted in 2007. But during the census of year 2000 up to 2015, more
Table I.2b. Population by Barangay, La Trinidad: 2000, 2007 & 2010 Census & 2015 Data than half of the population belong to the Benguet ethnic groups. More than five
Est. No. of Households 2015 percent are from other Cordillera ethnicity. A big portion, 12.62 percent, are
Actual Ilocanos. The rest consists of 81 different ethnic groups found all over the country.
2000 2007 Growth 2010 Projected 2015
Barangay Growth Pop. It must be noted, that the original settlers of La Trinidad during the earliest part of
Census Census Rate Census 2011 Census 2010 2011 2015 Density
(p/ sq.km) its history are the Ibalois. Today, it is a growing multicultural town.
Alapang 2,752 3,627 4.02% 4,171 4,341 4,477 3% 1043 1085 1,025 2,225
Alno 1,727 1,821 0.76% 2,046 2,110 2,883 37% 512 528 657 301 A g ric u ltu re . Amidst rapid urbanization taking place in La Trinidad, the
Ambiong 3,139 5,282 7.72% 6,423 6,769 7,149 6% 1606 1692 1,803 2,090 municipality is still predominantly an agricultural area. The farming population is
Bahong 3,000 3,997 4.18% 4,828 4,984 5,188 4% 1207 1246 1,158 789 estimated at 6,865 families, which is 35 percent of total families in the municipality
Balili 9,463 16,734 8.48% 16,086 16,752 18,962 13% 4022 4188 5,728 15,932 as of 2007. Total agricultural land is about 1,350.8 hectares, equivalent to 17
Beckel 2,969 3,544 2.56% 3,453 3,508 3,918 12% 863 877 889 412 percent of the total municipal land area. Irrigated farms account for 67 percent of
Betag 5,591 6,235 1.57% 6,863 6,981 9,747 40% 1716 1745 3,650 6,211 the total agricultural lands. The major crops being grown are vegetables,
Bineng 1,277 1,312 0.39% 1,487 1,541 1,624 5% 372 385 336 197 cutflowers and strawberries. The municipality has the biggest vegetable trading
Cruz 2,615 2,970 1.84% 3,519 3,669 3,721 1% 880 917 895 6,564 facility in the country, the La Trinidad Vegetable Trading Post, where more than
Lubas 3,105 4,602 5.78% 5,591 5,966 6,159 3% 1398 1491 1,542 2,560
1,000 tons of vegetables from all over Benguet are traded daily and transported to Metro
Manila and other urban areas of Luzon.
Pico 11,005 16,577 6.03% 18,271 18,912 23,282 23% 4568 4728 6,297 7,069
Poblacion 7,167 10,627 5.79% 10,594 10,920 13,196 21% 2648 2730 3,185 12,608 C o m m e rc e a n d In d u s try . La Trinidad has a total number of 13,885
Puguis 4,269 6,551 6.31% 7,163 7,405 9,038 22% 1791 1851 2,328 885 registered business establishments operating within the locality as of 2010. This is
Shilan 2,848 3,419 2.65% 4,330 4,481 4,833 9% 1082 1120 1,137 644 dominated by the trading and financial sectors making up the bulk of the
Tawang 4,813 6,294 3.91% 7,456 7,911 9,014 14% 1864 1978 2,115 3,641 municipality’s business establishments in 2010, as it is in the past ten years. The
Wangal 2,223 4,218 9.58% 4,907 5,251 5,942 13% 1227 1313 1,426 532 fastest growing are the financial establishments with more banks opening up their
La Trin. 67,963 97,810 5.34% 107,188 111,296 129,133 16% 26,799 27,824 34,157 1,598 branches in La Trinidad. The municipality’s manufacturing industry is still on small-
Source: Ecological Profile 2018, Municipal Planning & Dev. Office, PSA scale operations and dominated by such enterprises as body-building/repair shops,
woodworks, metal/iron works and bakeries. The wholesale and retail trade
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La Trinidad, Benguet 4
generated most of the employment and business gross sales in the municipality. down. In 2009, total crime T ab le I.2f. C rim e In cid en c e
This is followed by finance, real estate and insurance then further by community, incidence was recorded at 1,254. L a T rin id ad , B en g u et: 2009 -201 1
social and personal services. With the increase in the number of private This substantially declined in 2011, 200 9 2010 2011
educational institutions, there is also a notable increase of employment in the by more than half of the 2009 In d ex C rim e
education sector. reported incidence. Murder 6 2 0
Homicide 9 7 8
L a b o r F o rc e a n d E m p lo ym e n t . The total potential labor force, those The types of crimes mostly Robbery 68 118 66
belonging to the 15 to 64 years age group, account for 39.1percent of the total committed are physical injury and Theft 183 258 137
population in Census 2000. This figure drastically rose to 68.84 percent in Census theft which accounted for 71 Carnapping 4 6 18
2007. This means, that the potential working force has tremendously grown. 2015 Physical Injury 155 244 146
percent of all index crimes
figures put this estimates at 72,594 persons who are potentially capable of actively Rape 17 12 24
committed in 2011. The decline in N o n -In d ex C rim e
participating in the labor force. Of this population, about 39,327 or 54.17 percent index crimes is a notable Violation of special 77 83 98
are able and willing to work, which is lower than in the previous year. Actually achievement, particularly in robbery laws
employed persons accounted for 96.76 percent, which is a little higher than in 2010 and theft cases where the biggest Other non-index 118
suggesting that overall employment condition slightly took an improvement in 2015. crime 119 87
drop was felt between 2010 to end
of 2011. The crime solution T o tal C rim e 125 4 834 584
Table I.2d. Labor Force and Employment, La Trinidad: 2005 – 2010 and 2015 In cid en c e
efficiency rate may be lower in
2005 2006 2007 2008 2009 2010 2015 A v e. C rim e
2011 compared to 2010, and this is 101 68 47
Potential Labor Force 33,695 33,695 35,055 40,271 42,404 59,668 72,594
mostly because the crimes In cid en c e/M o .
Labor Force Participation 22,272 22,171 22,225 26,780 28,369 33,953 39,327 C rim e S o lu tio n 11.94% 88.45% 10.44%
reported are blotter-based and E fficie n cy
Labor Force Part. Rate 66.1% 65.8% 63.4% 66.5% 66.9% 56.90% 54.17% many of the crimes have not been
Employment Rate 88.70% 95.30% 96.00% 96.00% 95.70% 95.02% 96.76% S ou rce : La T rinidad M un icip al P olice
pursued to resolution by the victims S ta tio n
Unemployment Rate 11.30% 4.70% 4% 4% 4.30% 4.98% 3.24% or may have been resolved at the
Visible Underemployment 16.10% - - 18.30% 18.30% - - barangay or community level.
MPDO estimates, Ecological Profile 2018, Municipal Planning & Dev. Office
The maintenance and improvement in the overall peace and order situation in the
For 2011, results from the Community Based Monitoring System (CBMS) Survey
conducted for said period shows that there are 556 households having unemployed municipality can be attributed to the increased strength of the La Trinidad Municipal
members, equivalent to 2.9 of the total number of households in La Trinidad. Police Station (LTMPS). As of 2011, the LTMPS has a total strength of 102 police
personnel. This is a 20 percent increase from the 85 police personnel in 2010. The
P o ve rty In c id en c e . La Table I.2e. Poverty Condition in La Trinidad, LTMPS also solicits the active support of the community in the maintenance of
Trinidad, despite its status as the 2011 peace and order through the organization of volunteers who are actively supporting
most developed town in the No. of % of the Police Station in its crime prevention efforts. These TANOD volunteers are
province of Benguet, continues to Households Total HH provided with relevant
Table 1.4. Health Facilities in La Trinidad: 2011 & 2018
be confronted with the problem of Households with Income Below trainings.
2,886 12.8% Type of Facility 2011 2018
abject poverty. According to the Poverty Threshold
Benguet Gen. Hospital (Tertiary category) 1 (200 bed 1(200 beds)
Community Based Monitoring
Households with Income Below
System Survey results of 2011, Food Threshold 1,388 6.1% 1.4. Physical Rural Health Unit/Mun.HealthCenter
capacity)
1 1
there are 2,886 households in the Infrastructures Brgy health stations & sub-clinics 16 BHS, 12 16
municipality with income below the Households that Experienced Food 336 1.5% sub-clinics
Shortage Private Medical Clinics 10 22
poverty threshold. This is equivalent
to 12.8 percent of the total number Source: Community Based Monitoring System Survey Results, 2011 H e a lth F a c ilitie s. Health Private Dental clinics 17 34
of households in La Trinidad. facilities in the Municipality Private Diagnostic Centers 3 -
include the Benguet General Private Optical Clinics 5 9
About half of those below the poverty line have incomes below the food threshold Private Dialysis Center 1 3
including around 336 households that experienced shortage in food. Hospital with 200 bed
capacity, the Municipal Private Drug Testing Centers 2 8
Private Animal Bite Clinic 1 -
Health Center and the 16
P u b lic S a fety a n d P ea c e a n d O rd er. The municipality of La Trinidad is Barangay Health Stations
Private Dental Laboratory 1 -
Drugstores 31 -
generally peaceful. Crime incidence over the past three years has been going with 12 sub-clinics. Other Source: Municipal Planning & Dev. Office

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La Trinidad, Benguet 5
health facilities include privately-operated clinics, diagnostic centers, laboratories hourly) from the La Trinidad CBD (Public Market in Pico) or the Poblacion or by
and drugstores. hiring a Garage Taxi from Poblacion.
Source: LTO

S olid W aste M anagem ent Facilities . The municipality currently manages

the Ecological Solid Waste Management Facility (ESWMF) located at Induyan, E le ctrific a tio n . In terms of Table 1.4c. Number of Connections by Type of
electricity, the Benguet Electric Users & Average Consumption (KWH/Mo)
Alno that was opened for operation on January 2011. It was constructed from Cooperative (BENECO) is the Type of Number of Ave. Consumption
funds of the Municipality with an aggregate amount of P60 M. The waste treatment main provider for La Trinidad as Connection Connections (KWH/mo.)
facilities/services put in place at the Alno ESWMF are: a) Level 2 category Alno it is for the entire province of Domestic 236,897 2,240,875
sanitary landfill for residual wastes; b) Heap Composting, c) Bioreactor, d) Benguet. All barangays in the
Aerated Composting, e) Charcoal Making; and f) Materials Recovery Facility for municipality are served by Industrial 207 118,929
recyclable wastes. The facility also serves as a techno-demo farm for various BENECO. Commercial 23,859 885,629
crops, using the compost produced by the Bioreactor Machines. As to equipment, Public Building (LV) 2,688 205,984
as of 2011, the municipal LGU maintains a total of 21 trucks for waste collection La Trinidad being a highly Public Building (hV) 12 52,041
and one heavy equipment at the site for waste and earth moving. urbanizing municipality in the
province of Benguet has a high Streetlights (Public) 207 68,614
demand in electricity. This is Total 263,870 3,572,072
T ra n s p o rta tio n . because many structures aside Source: La Trinidad MPDO
Table 1.4a. Road Classification & Type of Pavement: 2018 from residential buildings are
Existing roads within the
Road Total Road Surface Type constructed for commercial Table 1.4d. Households Served and
municipality have a total
Class- Length Concrete Asphalt Earth purposes. There has been an Unserved by Electricity, Year 2010
aggregate length of ification (Km) Km % Km % Km % increasing number of power Number of HH %age
157.597 kilometers. A connections from a total of
National 34.439 28.34 82% 3.363 10% 2.736 8% Served 263,870 100.00
greater part of these are 14,117 consumer connections in Unserved 0
barangay and provincial Provincial 36.328 32.679 90% - - 3.649 10%
2005 to 20,143 connections in Total 263,870.00 100.00
roads respectively Municipal 3.13 3.13 100% - - - - 2009. Most of which are provided Source: BENECO
accounting for 39 Barangay 62.25 40.47 65% - - 21.78 35% for residential use. The latest
percent and 23 percent of Private 24.45 21.45 100% - - - - data from BENECO showed that 100 percent of the municipality of La Trinidad has
the total road length. Total been energized. Demand for electricity for agricultural purposes, specifically
157.597 126.07 80% 3.363 10% 28.165 18%
Most of the roads are Source: Municipal Planning & Dev. Office (greenhouses) for flower and vegetable production, is also increasing.
paved, but the local roads Table 1.4e. Existing No. of Metered Water
are largely narrow with inadequate road right of way. Accessibility to the rural areas is
D o m e s tic W ate r fa c ilitie s . Connections and Service Area, 2012
The municipality’s domestic Number of Total Ave. Water
still relatively inadequate. Road traffic is concentrated in its main road, the Baguio- water is provided mostly by the Barangay Metered Population Consumption
Bontoc National Highway which traverses the valley and to which all roads within the La Trinidad Water District Served
municipality are connected. This road has become the center of socio-economic Connections Served (cu.m./mo.)
(LTWD). Almost all barangays
activities in La Trinidad. From this road several radial-circumferential roads branch (except Beckel, Shilan, Alno and Ambiong 904.00 5,876.00 15,368.00
out to provide access to interior barangays and sitios most of which are tire-path Bineng) is served by the LTWD. Alapang 280.00 1,820.00 4,760.00
roads that are not generally feasible for commercial traffic. From a total of 5901 consumers Balili 2,619.00 17,023.50 44,523.00
in 2001, this doubled in 2007 at Bahong 67.00 435.50 1,139.00
La Trinidad is traversed by two major national roads: 1) Halsema Highway and 2) 10,169 consumers. The LTWD Betag 1,496.00 9,724.00 25,432.00
Pico-Lamtang National Road. The Halsema Highway stretches thru the center of relies mainly on groundwater for Cruz 651.00 4,231.50 11,067.00
its source. The LTWD has eight
the municipality from Baguio City and winding all the way to Mountain Province. Lubas 635.00 4,127.50 10,795.00
deep wells and two springs.
The Pico-Lamtang national road exits through Naguilian road which leads to Pico 2,497.00 16,230.50 42,449.00
Baguio city if northbound and to the Municipality of Sablan if southbound. Aside from the LTWD there are Poblacion 2,013.00 13,084.50 34,221.00
other sources of domestic water, Puguis 828.00 5,382.00 14,076.00
P u b lic T ra n s p o rta tio n S ervic e s .
Almost all Sitios in La Trinidad are otherwise known as the Tawang 496.00 3,224.00 8,432.00
accessible by public utility vehicles. However, the far-flung barangays of Bineng Community Water Systems Wangal 424.00 2,756.00 7,208.00
and Alno, greater part of Alapang and Bahong, most of Wangal, western part of which are Level I type. These TOTAL 12,910.00 83,915.00 219,470.00
are located in Barangays Source: LTWD 2012
Puguis, and most of Shilan can be accessed by scheduled jeepney trips (at least Bahong, Alapang, Tawang,

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La Trinidad, Benguet 6
Beckel, Shilan, Ambiong and Puguis which are managed by cooperatives or
community associations. In 2008, a total of 2,403 households obtain potable water
from this type.
C o m m u n ic a tio n . The municipality of La Trinidad is now fully equipped with
Communication Technology as compared with the past years when there were only
few connections of telephone lines and a number of tele-communication facilities.
The Philippine Long Distance Company, Smart Communications, Globe Telecom,
Sun Cellular, and other providers are now operating business in the municipality.

With internet connections,

Table 1.4f. Existing Cell Sites, La Trinidad, Benguet: As of the use of e-mails has now
2012 stepped up, diminishing the
Height of Est.Catchment role of postal services.
Location/Barangay Owner
Antenna (m) Radius(km) There are three private
Upper Bayabas, LTB 12.00 4 km Digitel couriers that provide
Cruz-Tawang Bndry , LTB 40.00 4 km Digitel quicker deliveries. Two
Buyagan Poblacion, LTB 14.00 4 km Digitel Cable Television operators
BSU Lot, Balili Central, LTB 24.00 4 km Digitel service the urban area, the
Tomay, Bahong, LTB 39.00 4 km Digitel Sky cable and VIACOM.
Tawang, LTB 28.00 4 km Globe There are at least five local
Balili, LTB 48.00 4 km Globe newspapers aside from
Tawang, LTB 45.73 4 km Smart Baguio-based newspapers
Poblacion, LTB 24.38 4 km Smart having their weekly
Beckel, LTB 24.38 4 km Smart circulation to provide the
Lamut, Shilan, LTB 24.38 4 km Smart populace with fresh local
Buyagan Poblacion, LTB 30.00 4 km Smart events.
Wangal, LTB 45.73 4 km Smart
There are thirteen existing
Cell Sites located in various Barangays in La Trinidad serving not only the
municipality but also the nearby places around it. Each Cell Site is estimated by the
National Telecommunications Commission to have at least 4 km catchment radius.
Smart Communications and Digitel Mobile Philippines own most of the Cell Sites
mentioned.
Table 14g. Communication Services Facilities
La Trinidad, Benguet: As of 2010
Ownership
Type Barangay
Public Private
Postal services Pico 1
Internet providers Balili 1
Telephone service
Pico and Balili 3
provider
Bahong, Tawang,
Cell sites network 11
Pico, Ambiong, Shilan
Broadcast & TV Network Balili 1
Source : La Trinidad MPDO

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La Trinidad, Benguet 7

2.1. Inventory of Tourist Attractions
E x istin g (E s ta b lish e d ) a n d P o te n tia l T o u ris t A ttra c tio n s . A total of
48 tourist attractions/sites have been identified in La Trinidad during the tourism
planning workshop held in 2014. However, in terms of state of product
development, only 11 of these can be considered to be existing, i.e., have sufficient
facilities and services that offer various activities and products and actually being
visited by tourists. These are described in the text that follow.
plant collectors in the horticultural community. The nursery has cacti and
succulent landscapes for visitors to enjoy and rare specimens on display
coming from prominent breeders all over the globe. With its 22
greenhouses, it is the largest plant nursery in the country devoted to
growing cacti and succulents.
B.

D E S T IN A T IO N S /S IT E S O F IN T E R E S T P E R B A R A N G A Y

A . B ara n g ay A ln o . The tourism destinations of Barangay Alno are as follows;

1. A ln o C o m m u n al F o rest .This potential tourism destination covers an area

of 30.8 hectares that is thickly forested and suitable for forest adventure
and nature appreciation activities.
2. P eril B u rial C av e. This is situated at the heart of the virgin forest of Sitio
Peril in Barangay Alno. Numerous remains of early Cordilleran dwellers
and Japanese soldiers currently lie at the site.
3. A ln o E co lo g ic al S o lid W aste M an ag em en t F acility . Alno Ecological
Solid Waste Mgt. Facility. The facility showcases the management of
municipal biodegradable wastes through a Japanese technology of aerated
composting process. It also features the Mukusako plant which produces a
product of wood vinegar for composting and soil improvement especially
ideal in growing organic produce.
Living G ifts of A lno (P hoto from Living G ifts N ursery F B P age)
4. A ln o M o u n tain R eso rt. This is a newly-opened spring resort that boasts of
the purity of the water in the pools, sourced from cool, natural springs. It B ara n g ay A lap an g . The tourism destinations of Barangay Alapang are as
covers 2,500 square meter property that includes 2 pools. follows;
5. O b u d an v iew d eck. The site gives a perfect view of the Benguet mountain
ranges and at times, a sea of clouds that hugs its hills and farms. 9. A lap an g C o m m u n al F o rest. This is one of the four communal forest of La
Trinidad that spans a total land area of 36 has. It boasts of dense forest
6. A ln o F lo w er F arm s . Around Alno are patches of flower farms that reflects cover where tourists will enjoy, experience, admire, and appreciate the
the primary livelihood of the community as flower growers. beauty of nature

7. Jap an e se Ju m p S ite. Located at Ngiri, Alno is the historical jump site for
retreating Japanese invaders during World War II.
8. L iv in g g ifts N u rse ry . Living Gifts Nursery is an agri-tourism site that
houses thousands of species of cacti and succulents sought after among
10. P eril B u rial C av e in A lap an g an d A ln o . This is situated at the heart of the
virgin forest of Sitio Peril in Barangay Alno. Numerous remains of early
Cordilleran dwellers and Japanese soldiers currently lie at the site.
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La Trinidad, Benguet 8
11. 20,0 00 C o u n try R o ses F arm s an d o th er P o tted an d C u tflo w er F arm s. 18. Jap an e se T rail. The trail is a historical landlows through the famous mark
Featured in the barangay’s “Potted Flower Festival” are a number of farms left during World War 2. This can be a great site for forest-bathing and eco-
for potted and cut flowers which are open for visitors and flower enthusiast. walk.
19. M aterial R eco v ery F acility at U p p er A m b io n g . This site is popular
among educational tours on successful eco-waste management.
Ambiong’s MRF facility is among the best practices in the region.
20. Q u in to s E co P ark. This potential site for eco-park promises a relaxing
environment for walks and picnics.
21. B u so l E co -trail. The trail found in the Busol watershed itself is covered
with pine trees that gives a relaxing environment for walking and jogging.
22. C en ten n ial F o rest. This site has the potential to host forest bathing and
picnic activities due to its lush vegetation and tall trees.
23. M asferree H an d icra fts an d O rn am en tals . This shop offers hand made
crafts and ornamental products which are ideal for home and personal use.

D. B ara n g ay B ah o n g . The tourism destinations of Barangay Bahong are as

follows;
20,000 C ountry R oses F arm in A lapang
24. B ah o n g R o se an d C u tflo w er F arm s . These farms popularized La
12. P eril B u rial C av e. Located near Alno is a historical burial site where Trinidad as the Rose Capital of the Philippines. Farm activities for tourists
numerous remains of early Cordilleran dwellers and Japanese soldiers lie. include farm tours, flower harvesting, viewing and education and
13. A lap an g C o m m u n al F o rest. The deepy forested area in Alapang is a information on cutfower growing.
proposed eco-tourism spot which is ideal for nature walks and forest
bathing.
14. C am p B ad o D an g w a. This camp, which is named after a great pioneer
Benguet leader, Bado Dangwa, has been serving as an avenue for
welcoming important visitors in the country.

C. B ara n g ay A m b io n g . The tourism destinations of Barangay Ambiong are

as follows;

15. D an g ag C av e . A multi segment cave that served as a safe haven to

residents during World War II.
16. K ero b e e F arm . This is a bee farm that produces as well various herbal
plants. Its central feature is the processing facility that where honey bee,
herbs and organic vegetables are processed and packaged under the
brand name, Kerobee.
17. A C A F arm . This is being planned and developed to be another learning
site on organic farming. It features organic vegetable production and B ahong F low er/ R oses F arm s
vermi-composting

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La Trinidad, Benguet 9
25. Jeffrey's V is aya O rn am en tal L andscape (J-J Evergreens n Blooms) in
Bahong. Tourists will appreciate on how the indigenous plants are
beautifully domesticated and landscape.
26. N atu ral L iv esto ck F arm in g . It showcases the natural farming management
for livestocks in the barangay.
27. D in o g U n d erg ro u n d R iv er. This unique river system found in Bahong
streams through its famous flower farms. Its water has been a gift to the
flower-growing community.
28. T alin g tin g R iv er. The river flows downstream the flower-growing
communities and has the potential for eco-tourism activities.
29. D u h u b G ian t F o o tp rin ts. The foot marks and stones found in this site are
giant foot steps preserved through time according to legends.
30. S ain t T h erese C h u rch . This site was once a graveyard during the Spanish
times. It was in 1913 when the school was founded but the St. Therese
Chapel was constructed in 1995.
E. B ara n g ay B etag . The tourism destinations of Barangay Betag are as
follows;
31. S tra w b erry F arm . This site which is owned by the Benguet State
University (BSU) and measuring about 18 hectares of strawberry farms, is
what makes La Trinidad a unique tourist destination, particularly among
domestic tourists. La Trinidad is the only place in the Philippines that
produces strawberries on commercial scale. Current tourist activities in
this site include strawberry picking, farm tour, and shopping.
32. L a T rin id ad O rch id ariu m . Managed by the La Trinidad Orchidarium
Multipurpose Cooperative. The site offers a variety of flowers and plants
produced by the La Trinidad Farmers.
F. B ara n g ay B alili. The tourism destinations of Barangay Balili are as
follows;
33. B ell C h u rch . This is a Taoist temple run by monks and volunteer workers
who adhere to the Tao principles of life. Tourists can have their future read
and told and enjoy a fortune cookie to eat. They can view, take pictures
and relax amid the Chinese architecture and landscape of the site.
34. B en g u et S tate U n iv ersity. It is the foremost agricultural state university in
the region where tourism activities include educational tours around the
demo farms, gardens, processing center and shopping for pasalubong.
35. S T O B O S A H illsid e H o m es A rtw o rk. A community projects featuring a
colourful house mural at Km.3, Balili. The site is a popular place for picture
taking and video shootings because of its uniqueness in the country.
G . B ara n g ay B in en g . The tourism destinations of Barangay Bineng are as
follows;
36. B in en g M in i-H yd ro P o w er P lan t o f H ed co r. Hedcor operates four mini-
hydro power plants in Bineng (Bineng 1, 2, 2b and 3) with an aggregate
installed capacity of 10.25 megawatts. These were constructed in years
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La Trinidad, Benguet 10
 1991 and 1992 and since then became instrumental in energizing some
barangays in remote areas in Benguet.
37. A d iv ayan S tre am R eso rt in B in en g . Natural water pools mark the
Adivayan Stream Resort with 2 adult pools and 1 kiddie pool
38. B u n g is C av e . "Bungis" is an Ibaloi term for bats. Bungis cave is therefore
a dwelling of bats. The cave has the potential for extreme adventure and
eco-tourism.
39. M an g in aw C av e. Another cave passes through a narrow entrance inside
the cave which features stalagmite and stalactite rock formation
40. B in en g / B o d iw en g M in i-R ice T erra ces . Mini rice terraces can be viewed
in these sitios after one month planting season (August) and before harvest
time (May to June). These sites showcase Bineng as the only rice
producing barangay of La Trinidad
41. C u tflo w er an d P o tted F lo w er F arm s . Greenhouses for cutflowers and
potted flowers are scattered all over barangay Bineng. Cutflower production
is the main source of living of the residents. Greenhouses are planted with
Malaysian Mums and roses.
42. A B C B lo o m s/ T aw id n en S an o y. An agri-tourism farm that caters to
agricultural learning on flower production. The farm was improved through
an eco-tourism development grant for m ag sasakang-siyen tista.
43. E co -H o u se / F arm H o u se (L etty V izco ’s). This potential tourism site can
serve as an agri-tourism farm to experience the local farmer’s life.
44. M t. M o n g o / M o n g o s. This mountain which appears to resemble a face
can provide a great hike for adventurers and mountain climbers. The top
offers a great view to both the highlands and the lowlands.
45. M an acn ao R iv er. The river can be a great site for picnics and eco-
adventures.
46. P in e B ree ze A lley. This area features an alley covered with tall pine trees.
It is a great site for eco-walks.
H. B ara n g ay L u b as. The tourism destinations of Barangay Lubas are as
follows;
47. P ip in g ew C av e. This cave used to be a hiding place of residents during
the war. One has to rapel about 6 meters from a vertical opening down to
the ground entrance of the cave. It is an underground water drainage
where some residents source their irrigation water.
48. M arv in C o b an o P u m p in g S tatio n . The La Trinidad water district facility
includes a beautiful park for locals and visitors to enjoy.
49. G u itley V ie w D eck . This gives a great view of La Trinidad from the Lubas
vantage point.
50. T io n g an s O rg an ic F arm . An organic farming learning site which has the
potential to become an agri-tourism site.
51. L u b as H o rse b ack R id in g (A c tiv ity). This activity is a pride among i-Lubas
as they boast of having many horse owners who can provide for horseback
riding activities to tourism spots.
I. B ara n g ay B eck el. The tourism destinations of Barangay Beckel are as
follows;
52. C o sm ic O rg an ic F arm . The site is another ATI-accredited learning site for
organic farming. Existing tourist activities include farm tour, training on
organic farming including accommodation, and dining on organic foods.
53. S t. P ad re P io P arish C h u rch . Located on a high mountain of Barangay
Beckel, a statue of the Pieta was erected overlooking Mines View Park and
part of Itogon. Lately, some devotees of Padre Pio visit the church for
healing. The old church changed its name in 2002 and was named. St.
Padre Pio Parish church after Dt. Padre Pio of Pietelcina, Italy.
54. A rca ’s Y ard ad G allery. This dining site also features beautiful arts and
crafts which is complemented by cultural symbols and decorations.
55. S h ila n -L am u t V iew D eck. This proposed viewing area will maximize the
view from the area of the Benguet mountain ranges and beautiful sunrise.
56. C IC M M arym o u n t R etre at H o u se. Part of the retreat areas of
the CICM Missionaries-Roman Catholic missionary religious congregation
which has the potential for religious toursism
57. B eck el C o ffee F arm s . The community has individual coffee growers which
are active in the coffee festival industry and festivities. Coffee plantations in
the community can become part of the coffee tour and farm-tourism areas.
58. P o tted P la n ts an d F lo w ers F arm s. The community also has potted plants
and flowers growers which may become part of the Beckel tourism circuit.
J. B ara n g ay C ru z. The tourism destinations of Barangay Cruz are as follows;
1. V ie w in g are as. Barangay Cruz is blessed with a location that gives
breath taking views to the Benguet mountains. Various potential sites in the
area are ideal for viewing and picture-taking.
K. B ara n g ay P ico . The tourism destinations of Barangay Pico are as follows;
59. V eg e tab le L a T rin id ad T rad in g P o st. This is the biggest trading facility for
highland vegetables in the Philippines. Tourists visit the place primarily to
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La Trinidad, Benguet 11
 buy fresh vegetables at cheaper price and gain insights into the operation 70. M id as H ill C o n v en t. A religious site which may potentially be a part of
of the facility religious tours.
60. T o kto k P alasyo . This is a natural rock formation resembling a huge castle, 71. B en g u et M u seu m an d B en g u et P ro v in cial C ap ito l. The Benguet
hence the name ‘palasyo’. In local legends, the formation were heads of Museum presents a collection of antiques from different municipalities and
two giants who turned into rocks. This is also believed to be a burial ground tribes of Benguet as well as contemporary arts and crafts. It is located at
for Japanese Soldiers during World War II because bones and teeth are the provincial capitol which in itself is also a site being visited by tourists.
often found at the site. The Benguet Provincial Capitol stands as a solid symbol of unity, industry
and prosperity of the province and her people. The Capitol was
61. P erip in B ato . This site features limestone rocks of different shapes. The inaugurated on June 19, 1973, sixth charter anniversary of Benguet
top most part provides a view of the City of Baguio on the east side and
Pico and Balili on the west side
62. B an tay N atu re ’s F arm / B an tay D ap -aya n . This is an eco-park and farm
established by the Shontogan family which is located at the heart of this
urbanized town. It cultivates coffee and other organic products. It provides
a wide space for camping and is being planned to also feature art and
cultural activities
63. B o d ikew kew S p rin g . This is a rich flowing cold spring that supplies
irrigation water to surrounding farms. It is also used for bathing by the
community Bodikewkew Spring
64. B aya b as E lev ated G ard en s. This site offers strawberry-picking in its
elevated strawberry gardens. The farm boasts of using the fresh natural
springs from the hills.
65. R o o fless A rt S tu d io . This art studio features the beautiful artworks of
famous solar painter, Jordan Mangosan. Presently, scheduled tours are
being conducted especially for art enthusiasts and creative.
66. T eam L akay G ym . The Famous MMA team in Asia has its own training
grounds in Barangay Pico. The place may also serve as an avenue for
sports tourism.
67. S ain t P au l R etrea t H o u se. This site has served as a religious retreat site. 72. Ju stice H ill. A historical site where former President Ferdinand Marcos
The site has the potential for pilgrimage tour and relaxation. and First lady Imelda Marcos celebrated their marriage.

L. B ara n g ay P o b lacio n . The tourism destinations of Barangay Poblacion M. B ara n g ay P u g u is. The tourism destinations of Barangay Puguis are as
are as follows; follows;

68. S an Jo se P arish C h u rch . S an Jo se P arish C h u rch , is a Roman
Catholic church located at Poblacion, La Trinidad, Benguet in the
Philippines. The church is under the jurisdiction of the Roman Catholic
Diocese of Baguio, and is dedicated to Saint Joseph, Husband of Mary.
This may be part of religious or pilgrimage tour.
69. F u n to S ee E ye L an d . This site, when it was opened, features scientific
galleries and historical artifacts and items. This was opened before for
school trips and learning tours.
73. T h e M aster's G ard en in P u g u is. This is the first learning site for organic
farming established in La Trinidad and the whole of CAR in general. It has
established its name as a training center for organic farming in the entire
Philippines. Present tourism activities include training on organic farming,
farm tour and dining.
74. L ily o f th e V alle y in P u g u is. This farm is owned and operated as an ATI-
accredited learning site for organic farming. Present tourist activities
include training on organic farming, farm tour, homestay and tent camping

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La Trinidad, Benguet 12
75. G ard en o f L ife O rg an ic F arm in P u g u is . This site features an eco-
organic tourism that aims to promote conversion by other farms and
farmers who are still practicing conventional method of farming to a better
option with organic farming.
76. P u g u is C o m m u n al F o rest. This is the biggest communal forest
established in la Trinidad. It covers a total area of 48.2 hectares. It is
located on the southwest mountain border of the valley that provides a
vantage view of the entire La Trinidad valley. It has a relatively well-
stocked Benguet Pine forest cover that gives the site a pleasantly cool and
refreshing environment. It presently has trekking trails with areas suitable
for camping, picnics and viewing
77. M o u n t C o sta. The Eco-tourism site features a wide garden with picnic
areas and creative hubs. The private-owned site is open for eco-walks,
forest-bathing, picnics, gatherings.
78. K in g L o u is F arm . The King Louis Farm is a top flower producer site in the
country and is known for its colourful blooms and production.
79. D iaz F arm . A proposed site for agri-tourism activities in Puguis.
80. S tra w b erry P ro cess in g C en ters an d F arm s . Barangay Puguis has many
private strawberry processors which features strawberry jams and wines,
among others. Some processors also have the strawberry gardens in their
residences.
81. A d m ira ls F arm P ark. An emerging nature park and farm site established
by the Cordillera Career Development College, which aims to provide an
avenue for families in the locality to relax and enjoy the gifts of nature,
while being utilized for its educational goals as an outdoor learning activity.
It was established only on December 2020, to help the Municipality provide
an alternative park for mental health wellness.
N. B ara n g ay T aw an g . The tourism destinations of Barangay Puguis are as
follows;
82. M t. K alu g o n g E co p a rk . This features a unique rock formation on a
vantage point that allows visitors a breath-taking panoramic view of the La
Trinidad Valley. It currently offers a variety of other activities such as zip
lining, trekking/ecowalk, picnics, camping and accommodation in a cabin or
traditional Ifugao huts.
83. T aw an g S to n ech u rch . A church built of limestone in the American Period
by the early Anglican parish. It is a unique structure which is part of the
Tawang tourism circuit.
84. M t. Y an g b ew . This is known as “Little Pulag" of La Trinidad. The way up
might seem steep and takes a long trek but on top is flat grassland where
cows graze. Atop the mountain, one can behold a grand view of the valley.
This is a perfect place for camping, picnics, and photo shoots.
85. T in ed caw C av e . This is located 700 meters away from the barangay hall.
One has to rappel from a narrow entrance to reach the caverns hence a
trained guide is necessary to assist tourist. Visitors will surely enjoy the
way down and will be awed by the cave’s interior.
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La Trinidad, Benguet 13
86. T ayaw an H eig h ts. This site is 400 meters (15 minutes’ walk) from the
Tawang Barangay Hall. The Tayawan View Deck gives a vantage view of
the mountains and landscapes on the northeast of La Trinidad. The site is
also ideal for rappelling. 95.
O. B ara n g ay S h ila n . The tourism destinations of Barangay Shilan are as
follows; 96.
87. N atu re ’s G ard en . This farm is another ATI-accredited learning site for
organic farming. It covers an area of 1,700 square meters. It has the
special feature of being surrounded by conventional farms.
88. S h ila n C o m m u n al F o rest (p ro p o sed S h ila n E co p a rk). The communal
97.
forest was formerly named "Obanan" by the residents of Shilan because of
the fog, which looks like white hair (O ban ) that envelops the site every
afternoon. It spans with an area of 44 hectares where various species of 98.
flora and fauna now thrive. It is also a source of potable water for the
various sitios of Shilan and other nearby barangays.
89. B itu R iv er A d v en tu res (P ayu g p o g -B in an g a -D in an g kin g falls). This site 99.
is characterized by three series of waterfalls. The first is Payugpog falls, a
name derived from the sound of the falling water. This is the highest
among the three falls within this stretch of the river, falling around 60 feet in
a deep pool (8-10 feet) that is 10 feet x 15 feet wide. The second falls is
Binanga, a name derived from the word "banga" which means Jar because 100 .
the basin of the falls is jar-shape. The third is the Dinangking Falls that
feature a wide pool ideal for swimming.
90. D arJ an e ’s G ard en . Popular for its sunflowers farms aside from other 101 .
potted flower plants, the site has become an instant tourism attractions for
its flower viewing activities.
91. B an g an ay F alls. A potential nature attraction near Darjane’s Garden
which can cap a nature walk experience. 102.
92. G ard en n en In es . A 2,000 square meter Anthura (Anthurium Garden)
which is perfect for agri-eco walk and appreciation.
O th ers: T o u rism E ven ts an d A c tivities:
P. B ara n g ay W an g al. The tourism destinations of Barangay Wangal are as
follows;
93. A p ap u n an -A d u yo n V ie w P o in t. This site is located in one of the high
peaks of La Trinidad on the west that provides a breathtaking panoramic
view of La Union and the Lingayen Gulf. The site is engulfed by fog in the
afternoon that makes visitors feel like they are among the clouds.
94. T alin g g u ro y S tra w b erry F arm s . Talinguroy is a major producer of
strawberries in La Trinidad, next to the strawberry farm in Betag. The
farms are terraced in a predominantly mountainous terrain, therefore has
the added appeal of the ruggedness of the surrounding landscape
B en g u et S p o rts C o m p lex & M u ltip u rp o se C en ter. This facility provides
the main venue of the annual Benguet Provincial Meet and Adivay, drawing
students and visitors from various municipalities of Benguet. .
W an g al S ch o o l o f L iv in g T rad itio n s / Ib alo y C u ltu ral V illag e . The
Wangal School of Living Tradtions (SLT) performing arts is a cultural
performance group being assisted by the NCCA. It has gained recognition
as one of the most successful SLTs in the Philippines, featuring
performances of the Ibaloi Tribes presented in various fora and festivals all
over the country.
K u lo n g an d B eg b eg C av e. The set of caves are potential sites for caving
activities or as part of the barangay’s eco-adventure.
C o ffee F arm s in T alin g u ro y. These farms are potential sited for Coffee
tours. The Coffee Farming community in Wangal can become part of the
coffee tour experience.
P altin g an C o rra l. This site is originally owned by Pantal (Lamtang) and
Angkilin (Pico), an original Ibaloi couple used for pasture land, during the
war sequestered by the American as a rest and recreation facility and used
as corral for the 16th or 18th cavalry horses.
A v o n g N en R o m y C u ltu ral E v en t C en ter. This beautiful event area is
ideal for nature trips and relaxation. The site is also popular for nature-
themed weddings, photoshoots, and other events.
G o v ern o r’s P ark. This potential tourism spot owned by the Benguet
Provincial government is covered by beautiful pine trees. With
development, it has the potential to become a beautiful garden park with
picnic areas and play grounds.
T alin g u ro y V iew D eck . This site offers a breath taking glimpse of the
West Philippine sea, and awesome sunsets.
a. S traw berry F estival every M arch
b. C o ffee F estival every F ebruary
c. L a Trin id ad F o u n d atio n D ay every June
d. B en g u et A d ivay every N o vem b er
e. L a Trin id ad H ig h lan d V eg etab le W eek every July
f. L a Trin id ad To u rism W eek every M ay
g. B aran g ay F iestas in L a Trin id ad
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 14
 Table 2.3. Inventory of Proposed, Potential, and Existing Tourist Attractions by Barangay, La Trinidad, Benguet: As of March 2020
L o catio n
P rese n t
N am e o f A ttractio n T yp e Code C ateg o ry D esc rip tio n
S itio B aran g a y S tatu s
1. Camp Bado Industrial 305 Industrial Camp Alapang This camp, which is named after a great pioneer Benguet leader, Bado
Dangwa Tourism Facilities for Dangwa Dangwa, has been serving as an avenue for welcoming important visitors in
Visitors the country.
2. Potted and Industrial 302 Farm & Alapang Featured in the barangay’s “Potted Flower Festival” are a number of farms Existing/
Cutflower Farms Tourism Ranch for potted and cut flowers which are open for visitors and flower enthusiast. Developing
including 20,000 Recently Bruno’s 20,000 country roses farms became a most visited flower
roses farms farm in La Trinidad.
3. King Louis Farm Industrial 302 Farm & Puguis The King Louis Farm produces extensive varieties of cutflowers including
Tourism Ranch (Transferr chrysanthemums, poinsettias, carnations, roses, liliums, gladioli, liatris, potted
ed from mums, kalanchoe, Impatients, and many more. The company is adopting
Alapang) modern farming technologies that are being used by other countries
operating large cutflower farms.
4. Alapang Communal Nature 101 Mountains Samoyao in Alapang This is one of the four communal forest of La Trinidad that spans a total land
Forest Alapang & and Alno area of 36 has. It boasts of dense forest cover where tourists will enjoy,
boundary of experience, admire, and appreciate the beauty of nature.
Cunig,
Mati-e &
Cayog , Alno
5. Peril Burial Cave Nature 107 Caves Boundary of Alapang This is situated at the heart of the virgin forest of Sitio Peril in Barangay Alno.
Alapang and Alno Numerous remains of early Cordilleran dwellers and Japanese soldiers
and Alno currently lie at the site.
6. Bineng Mini-Hydro Industrial 305 industrial Samoyao in Alapang; Hedcor operates four mini-hydro power plants in Bineng (Bineng 1, 2, 2b and Existing
Power Plant of Tourism Facilities for Alapang; Alno; 3) with an aggregate installed capacity of 10.25 megawatts. These power (Developing)
Hedcor Visitors Peril in Bineng plants are thus ideal for research and learning purposes and for even just
Alno; plain good adventure exploration, hiking and trekking.
Bineng
7. Living Gifts Nursery Industrial 305 Industrial Riverside Alno Living Gifts Nursery is a Department of Tourism (DOT) accredited agri- Existing
Tourism Facilities for tourism site that houses thousands of species of cacti and succulents (Established)
Visitors sought after among plant collectors in the horticultural community. The
nursery has cacti and succulent landscapes for visitors to enjoy and rare
specimens on display coming from prominent breeders all over the globe.
8. Alno Communal Nature 101 Mountains Doakan Alno This communal forest covers an area of 30.8 hectares that is thickly forested
Forest and suitable for forest adventure and nature appreciation activities
9. Alno Ecological Solid Industrial 305 Industrial Induyan Alno The facility showcases the management of municipal biodegradable wastes
Waste Mgt. Facility Tourism Facilities for through a Japanese technology of aerated composting process. It also
Visitors features the MOKUSAKO PLANT which produces a product of wood vinegar
for composting and soil improvement
1 0 . Alno Flower Farms Industrial 302 Farm & Alno Around Alno are patches of flower farms that reflects the primary livelihood

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Tourism Ranch of the community as flower growers.
1 1 . Alno Mountain sports and 409 Pools & Ubodan Alno This is a newly-opened spring resort that boasts of the purity of the water in
Resort recreational Springs the pools, sourced from cool, natural springs. It covers 2,500 square meter
facilities property that includes 2 pools.
12. Japanese Jump Ngiri Alno A historical jump site for retreating Japanese invaders during World War II.
Site
1 3 . Obudan View Deck Nature 101 Mountains Obudan Alno The site gives a perfect view of the Benguet mountain ranges and at times,
a sea of clouds that hugs its hills and farms.
14. Busol Eco Trail Nature 101 Mountains Busol Ambiong The trail found in the Busol watershed itself is covered with pine trees that Existing
gives a relaxing environment for walking and jogging. (Developing)
15. Material Recovery Industrial 305 Industrial Upper Ambiong This site is popular among educational tours on successful eco-waste Existing
Facility Tourism Facilities for Ambiong management. Ambiong’s MRF facility is among the best practices in the (Established)
Visitors region.
16. Dinog Underground Nature Alno, This unique river system found in Bahong streams through its famous
River Alapang, flower farms. Its water has been a gift to the flower-growing community.
Bahong
17. Duhub Giant Nature Ambiong The foot marks and stones found in this site are giant footsteps preserved
Footprints through time according to legends.

1 8 . ACA Farm Industrial 302 Farm & Gulon Ambiong This is being planned and developed to be another learning site on organic
Tourism Ranch farming. It features organic vegetable production and vermi-composting.
1 9 . Centennial Forest Nature 101 Mountains Ambiong This site has the potential to host forest bathing and picnic activities due to
its lush vegetation and tall trees.
2 0 . Dangag Cave Nature 107 Caves Lower Ambiong A multi segment cave that served as a safe haven to residents during world
(inland) Riverside war II
2 1 . Japanese Trail Ambiong The trail is a historical land lows through the famous mark left during World
War 2. This can be a great site for forest-bathing and eco-walk.
2 2 . Kerobee Farm Industrial 302 Farm & Upper Ambiong This is a bee farm that produces as well various herbal plants. Its central
Tourism Ranch Riverside feature is the processing facility that where honey bee, herbs and organic
vegetables are processed and packaged under the brand name, Kerobee.
These are now sold in various outlets in the Baguio-La Trinidad Area.
2 3 . Masferree Ambiong This shop offers handmade crafts and ornamental products which are ideal
Handicrafts and for home and personal use.
Ornamentals
2 4 . Quintos Eco Park Industrial 302 Farm & Ambiong This site host forest bathing and picnic activities due to its lush vegetation
Tourism Ranch and tall trees.
25. Jeffrey's Visaya Industrial 302 Farm & Sadag Bahong Tourists will appreciate on how the indigenous plants are beautifully Existing
Ornamental Tourism Ranch Bahong domesticated and landscape. (Developing)

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Landscape
2 6 . Saint Therese History & 205 Cathedral & Bahong This site was once a graveyard during the Spanish times. It was in 1913 Existing
Church Culture Churches when the school was founded. In 1995, the construction of St. Therese (Established)
Chapel took place, where students practice songs to be sung, mostly for
special occasions.
2 7 . Natural Livestock Industrial 302 Farm & Central Bahong It showcases the natural farming management for livestock.
Farming Tourism Ranch Bahong
2 8 . Talingting River Sports and 409 Springs Bahong The river flows downstream the flower-growing communities and has the
Recreationa potential for eco-tourism activities.
l
29. Rose gardens & Industrial 302 Farm & Sadag- Bahong, Bahong is known as "The Rose Garden of the Philippines". The tourists can Bahong Cut-
Cutflower Farms Tourism Ranch Bahong, Alno and indulge themselves in the scent of the variety of roses and colors of flowers, flower Farms –
Central- Alapang from deep red to pink, yellow, lavender and pristine white of Malaysian Existing
Bahong; mums. The barangays of Alno and Alapang are also major producers of (Established);
Peril-Alno roses and other cutflowers. Intensive agricultural production, supported by Farms in other
and parts of road network and irrigation systems, will help usher these barangays eco- barangays are
Alno and tourism destinations for tourists and excursionists. potentials
Alapang
30. Benguet State Others 902 Others Tabangaoe Balili This is the foremost agricultural state university in the region. Visitors should Existing
University n, Cabanao not miss the demonstration farms, food Processing Center, Anthurium (Established)
and Central Garden, and others
Balili
31. Bell Church History & 202 cathedral Bell Church Balili This is a Taoist temple run by monks and volunteer workers who adhere to Existing
Culture and the Tao principles of life. Have your future read and told and enjoy a fortune cookie (Established)
churches to eat.
32. STOBOSA Hillside Industrial 305 Industrial Stonehill, Balili A community projects featuring a colorful house mural at Km.3, Balili. The site Existing
Homes Artworks Tourism Facilities for Botiwtiw, is a popular place for picture taking and video shootings because of its (Established)
Visitors Sadjap uniqueness in the country.
33. Arca’s Yard ad Industrial 305 Industrial Beckel This dining site also features beautiful arts and crafts which is Existing
Gallery Tourism Facilities for complemented by cultural symbols and decorations. (Established)
Visitors
34. Cosmic Organic Industrial 302 Farm & Balangbang Beckel The site is an ATI-accredited learning site for organic farming. It covers an Existing
Farm Tourism Ranch area of about 5000 square meters. The owner was among the 2012 Gawad (Established)
Saka awardee (Outstanding Philippine Organization of Agriculturist). The
farm was also awarded the Organic Farm of the Year 2005 (Maharlika
Award) and has gained Provincial Recognition during the 1st Benguet Ethnic
Food Fair
3 5 . St. Padre Pio Parish History & 202 Cathedral & Central Beckel Located on a high mountain of Barangay Beckel, a statue of the Pieta was
Church Culture Church Beckel erected overlooking Mines View Park and part of Itogon. Lately, some
devotees of Padre Pio visit the church for healing. The old church changed its
name in 2002 and was named. St. Padre Pio Parish church after Dt. Padre
Pio of Pietelcina, Italy.

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3 6 . Beckel Coffee Farms Industrial 302 Farm & Beckel The community has individual coffee growers which are active in the coffee
Tourism Ranch festival industry and festivities. Coffee plantations in the community can
become part of the coffee tour and farm-tourism areas.
3 7 . CICM Marymount History & 202 Cathedral & Beckel Part of the retreat areas of the CICM Missionaries-Roman Catholic
Retreat House Culture Church missionary religious congregation which has the potential for religious
tourism.
3 8 . Potted Plants and Industrial 302 Farm & Beckel The community also has potted plants and flowers growers which may
Flower Farms Tourism Ranch become part of the Beckel tourism circuit.
3 9 . Shilan-Lamut View Beckel This proposed viewing area will maximize the view from the area of the
Deck Benguet mountain ranges and beautiful sunrise.
40. Strawberry Farm Industrial 302 Farm & Betag This is an existing man-made attraction of the municipality of La Trinidad. The Existing
Tourism Ranch town earned for itself a place in the Guinness World Book of Records by (Established)
producing the largest "strawberry shortcake" which weighs 9.6 tons.
Strawberry picking by hand is allowed by some farmers in the area.
41. La Trinidad Industrial 302 Farm & Km 6 Betag The site offers a variety of flowers and plants produced by the La Trinidad Farmers. Existing
Orchidarium Tourism Ranch Managed by the La Trinidad Orchidarium Multipurpose Cooperative. (Established)
42. Adivayan Stream Recreationa 409 Pools & Central Bineng Natural water pools mark the Adivayan Stream Resort with 2 adult pools and Existing
Resort l Facilities Springs Bineng 1 kiddie pool (Developing)
43. Tawid nen sanoy Industrial 302 Farm Bineng An agri-tourism farm that caters to agricultural learning on flower production. Existing
/ABC Blooms Tourism The farm was improved through an eco-tourism development grant for (Developing)
m ag sasakang-siyen tista.
44. Mt. Mongo/Mongos Nature 101 Mountains Bineng This mountain which appears to resemble a face can provide a great hike for Existing
adventurers and mountain climbers. The top offers a great view to both the (Established)
highlands and the lowlands.
4 5 . Bineng Cutflower and Industrial 302 Farm & various Bineng Greenhouses for cutflowers are scattered all over barangay Bineng.
Potted Flower Tourism Ranch sitios Cutflower production is the main source of living of the residents with.
Farms Greenhouses are planted with Malaysian Mums and roses. Visitors will
surely enjoy a tour of these cutflower farms.
4 6 . Bineng/Bodiweng Industrial 302 Farm & Cawa and Bineng Mini rice terraces can be viewed in these sitios after one month planting
Mini-Rice Terraces Tourism Ranch Nanuyo, season (August) and before harvest time (May to June). These sites
Bodiweng showcase Bineng as the only rice producing barangay of La Trinidad
4 7 . Bungis Cave Nature 107 caves Botilao, Bineng "Bungis" is an Ibaloi term for bats. Bungis cave is therefore a dwelling of bats
(inland) Bodiweng
4 8 . Eco-House Farm/ Industrial 302 Farm & Bineng This potential tourism site can serve as an agri-tourism farm to experience
Letty Visco’s Tourism Ranch the local farmer’s life.
4 9 . Manacnao River Bineng The river can be a great site for picnics and eco-adventures.
5 0 . Manginaw Cave Nature 107 caves Nanuyo, Bineng Through a narrow entrance inside the cave are stalagmite and stalactite rock
(inland) Bodiweng formation
5 1 . Pine Breeze Alley Bineng This area features tall pine trees. It is a great site for eco-walks.

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5 2 . Pipingew Cave Nature 107 Caves Pipingew Lubas This cave used to be a hiding place of residents during the war. One has to
(inland) rappel about 6 meters from a vertical opening down to the ground entrance of
the cave. It is an underground water drainage where some residents source
their irrigation water
5 3 . Guitley View Deck Lubas This gives a great view of La Trinidad from the Lubas vantage point.
5 4 . Lubas Horseback Activity Lubas This activity is a pride among i-Lubas as they boast of having many horse
Riding owners who can provide for horseback riding activities to tourism spots.
5 5 . Marvin Cobano Industrial 302 Industrial Lubas The La Trinidad water district facility includes a beautiful park for locals and
Pumping Station Tourism Facilities visitors to enjoy.
5 6 . Tiongans Organic Industrial 302 Farm & Lubas An organic farming learning site which has the potential to become an agri-
Farm Tourism Ranch tourism site.
57. La Trinidad Shopping 502 Open air Km 5 Pico Established in 1984, this is the center for marketing activities in the province Existing
Vegetable Trading market & of Benguet. This is where the vegetables from the different municipalities (Established)
Post tradiitional are packed and sold. Visitors and even the locals come to the trading post to
market area buy vegetables for cheaper prices.
58. Roofless Art Studio Industrial 302 Industrial Longlong Pico This art studio features the beautiful artworks of famous solar painter, Jordan Existing
Tourism Facilities for Mangosan. Presently, scheduled tours are being conducted especially for art (Developing)
Visitors enthusiasts and creative.
59. Team Lakay Gym Industrial 302 Industrial Km.4 Pico The Famous MMA team in Asia has its own training ground in Barangay Existing
Tourism Facilities for Pico. The place may also serve as an avenue for sports tourism. (Established)
Visitors
6 0 . Bantay Nature’s Industrial 302 Farm & Km 4 Pico This is an eco-park and farm established by the Shontogan family which is
farm/ Tourism Ranch located at the heart of this urbanized town. It cultivates coffee and other
Bantay Dap-ayan organic products. It provides a wide space for camping and is being planned
to also feature art and cultural activities.
6 1 . Peripin Bato Nature 108 Unique land Pico This site features limestone rocks of different shapes. The top most part
formation & provides a view of the City of Baguio on the east side and Pico and Balili on
landscape the west side.
6 2 . Saint Paul Retreat Industrial 305 Industrial Pico This site has served as a religious retreat site. The site is for pilgrimage
House Tourism Facilities for tour and relaxation.
Visitors
63. Bodikewkew Spring Nature 108 Unique land Bayabas Pico This is a rich flowing cold spring that supplies irrigation water to
formation & surrounding farms. It is also used for bathing by the community
landscape Bodikewkew Spring
64. Bayabas Elevated Industrial 302 Farm & Pico This site offers strawberry-picking in its elevated strawberry gardens. The
Gardens Tourism Ranch farm boasts of using the fresh natural springs from the hills.
65. Avong Nen Romy Industrial 305 Nature Western Poblacion This beautiful event area is ideal for nature trips and relaxation. The site is Existing
Cultural Event Tourism Buyagan also popular for nature-themed weddings, photo-shoots, and other events. (Developing)

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66. Fun to See Eye Industrial 302 Industrial Poblacion This site, when it was opened, features scientific galleries and historical Existing
Land Tourism Facilities for artifacts and items. This was opened before for school trips and learning (Established)
Visitors tours.
67. San Jose Parish History & 202 History and Buyagan Poblacion This is a Roman Catholic church. The church is under the jurisdiction of Existing
Church Culture Church the Roman Catholic Diocese of Baguio, and is dedicated to Saint Joseph, (Established)
Husband of Mary. This may be part of religious or pilgrimage tour.
68. The Benguet History & 205 Museum Km 6 Poblacion The Benguet Museum displays ethnographic artifacts and materials of the Existing
Museum Culture five indigenous groups of northern Luzon, who collectively call themselves (Established)
Ipugao ("mountain people"; more commonly spelled Ifugao).
69. Benguet Sports Sports & 405 Sports Buyagan Poblacion This facility provides the main venue of the annual Benguet Provincial Meet,
Complex & Recreationa Complex drawing students and visitors from various municipalities of Benguet. A new
Multipurpose Center l Facilities building is now being constructed to house a gymnasium that can serve also
as multi-purpose hall for community and other big group event.
70. Midas Hill Convent History & 202 History and Poblacion A religious site which may potentially be a part of religious tours.
Culture Church
71. Justice Hill History & 202 History Poblacion A historical site where former President Ferdinand Marcos and First lady
Culture Imelda Marcos celebrated their marriage
72. Lily of the Valley Industrial 302 Farm & Ampasit Puguis This farm is owned and operated as an ATI-accredited learning site for Existing
Organic Farm Tourism Ranch organic farming. It was picked as regional winner of the Organic Farm of the (Established)
Year (Gawad Saka Award) in 2012 and 2014. It spans a total area of 1.8
hectares that includes the farm, homestay facilities and a camping ground.
73. Mount Costa Industrial 302 Farm & Puguis The Eco-tourism site features a wide garden with picnic areas and creative Existing
Tourism Ranch hubs. The private-owned site is open for eco-walks, forest-bathing, picnics, (Established)
gatherings.
74. The Master's Industrial 302 Farm & Lamtang Puguis This is the first learning site for organic farming established in La Trinidad and Existing
Garden Tourism Ranch the whole of CAR in general. It has established its name as a training center (Established)
for organic farming in the entire Philippines, supported with the needed
training facilities and a walk-friendly farm that covers 3,000 square meters.
75. Garden of Life Industrial 302 Farm & Longlong Puguis This site features an eco-organic tourism that aims to promote conversion by Existing
Organic Farm Tourism Ranch other farms and farmers who are still practicing conventional method of (Developing)
farming to a better option with organic farming.
76. Strawberry Industrial 302 Farm & various Puguis Barangay Puguis has many private strawberry processors which features Existing
Processing Centers Tourism Ranch sitios strawberry jams and wines, among others. Some processors also have the (Developing)
/ Farms strawberry gardens in their residences.
7 7 . Puguis Communal Nature 101 Mountains Longlong Puguis This is the biggest communal forest established in la Trinidad. It covers a
Forest total area of 48.2 hectares. It is located on the southwest mountain border of
the valley that provides a vantage view of the entire La Trinidad valley. It has
a relatively well-stocked Benguet Pine forest cover that gives the site a
pleasantly cool and refreshing environment. It presently has trekking trails
with areas suitable for camping, picnics and viewing.

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7 8 . Admirals Farm Park Nature 108 Nature and Pinalyok Puguis An emerging nature park and farm site established by the Cordillera Career Existing
Farm Development College, which aims to provide an avenue for families in the
locality to relax and enjoy the gifts of nature, while being utilized for its
educational goals as an outdoor learning activity.
79. DarJane’s Garden Industrial 302 Farm & Shilan Popular for its sunflowers farms aside from other potted flower plants, Existing
and Garden nen Tourism Ranch Darjane’s has become an instant tourism attractions for its flower viewing (Developing)
Ines activities. Garden nen Ines features anthurium and other colorful plants.
80. Nature's Garden Industrial 302 Farm & Sabdang Shilan This farm is another ATI-accredited learning site for organic farming. It Existing
Tourism Ranch covers an area of 1,700 square meters. It has the uniqueness of providing (Developing)
information and education on the operation of organic farm buffered from
contamination from the surrounding farms
8 1 . Bitu River Nature 102 Falls Sabdang Shilan This site is characterized by three series of waterfalls. The first is Payugpog
Adventures falls,the second falls is Binanga, a name derived from the word "banga"
(Payugpog-Binanga- which means Jar because the basin of the falls is jar-shape. The third is the
Dinangking falls) Dinangking Falls that feature a wide pool ideal for swimming.
8 2 . Banganay Falls Nature 102 Falls Shilan Another falls in Shilan, and a potential nature attraction near Darjane’s Potential
Garden which can cap a nature walk experience.
8 3 . Shilan Communal Nature 101 Mountains Shilan The communal forest was formerly named "Obanan" by the residents of
Forest (proposed Shilan because of the fog, which looks like white hair (O ban ) that envelops
Shilan Ecopark) the site every afternoon. It spans with an area of 44 hectares where various
species of flora and fauna now thrive.
84. Mt. Kalugong Nature 101 Mountains Tayawan Tawang The ecopark provides a vantage view of the La Trinidad valley floor. It boasts Existing
Ecopark of unique rock formations, primarily a hat-like formation which inspired its (Established)
name, Mt. Kalugong. The 14-hectare ecopark is dubbed as the "Shangrila of
the Cordilleras" that features the Benguet indigenous way of life
8 5 . Boted Stone Church History & 202 cathedral Boted Tawang This church was constructed in 1962 thru the efforts of YCAP or bayanihan. Existing
Culture and church It also served as the classroom for grade 1 and 2 pupils until the construction (Established)
of Tawang Elementary School in 1965. This is the only church in La Trinidad
that is made out of stone.
86. Mt. Yangbew Nature 101 mountains Boted and Tawang This is known as “Little Pulag" of La Trinidad. The way up might seem steep Existing
Central and takes a long trek but on top is flat grassland where cows graze. Atop the (Established)
Tawang mountain, one can behold a grand view of the valley. This is a perfect place
for camping, picnics, and photo shoots.
8 7 . Tinedcaw Cave Nature 107 caves Central Tawang This is located 700 meters away from the barangay hall. One has to rappel
(inland) Tawang from a narrow entrance to reach the caverns hence a trained guide is
necessary to assist tourist. Visitors will surely enjoy the way down and will be
awed by the cave’s interior.
8 8 . Tayawan Heights History & 206 structures Tayawan Tawang This site is 400 meters (15 minutes’ walk) from the Tawang Barangay Hall. Existing
Culture and building The Tayawan View Deck gives a vantage view of the mountains and (Established)
landscapes on the northeast of La Trinidad. The site is also ideal for
rappelling.

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89. Avong nen Romy Nature 101 Mountains Wangal A rustic and relaxing native hut nestled among pine trees and perfect for Existing
private parties, events and gatherings. (Developing)

90. Apapunan-Aduyon Nature 101 Mountains Talingguroy Wangal This site is located in one of the high peaks of La Trinidad on the west that
View Point provides a breathtaking panoramic view of La Union and the Lingayen Gulf.
The site is engulfed by fog in the afternoon that makes visitors feel like they
are among the clouds.
9 1 . Governor’s Park Nature 108 Unique land Wangal This potential tourism spot owned by the Benguet Provincial government is
formation & covered by beautiful pine trees. With development, it has the potential to
landscape become a beautiful garden park with picnic areas and play grounds.
92. Kulong and Nature 107 Burial Cave Wangal The set of caves are potential sites for caving activities, a burial cave of the
Begbeg Cave ancestors of the community residents and as part of the barangay’s eco-
adventure.
93. Talingguroy Industrial 302 Farm & Talingguroy Wangal Talinguroy is a major producer of strawberries in La Trinidad, next to the
Strawberry Farms Tourism Ranch strawberry farm in Betag. The farms are terraced in a predominantly
mountainous terrain, therefore has the added appeal of the ruggedness of the
surrounding landscape
94. Wangal School of Customs & 604 Local Lower Wangal The Wangal School of Living Traditions (SLT) performing arts is a cultural
Living Traditions / Traditions Culture and Wangal performance group being assisted by the NCCA. The SLT plans to expand
Ibaloy Cultural Traditions into the establishment and operation of an Ibaloy Cultural Village in Wangal
Village (within the community of the SLT students) that will feature Ibaloy food, arts
and cultural performances on site.
95. Coffee Farms in Industrial 302 Farm & Talinguroy Wangal These farms are potential sited for Coffee tours. The Coffee Farming
Talinguroy Tourism Ranch community in Wangal can become part of the coffee tour experience.
96. Talinguroy View Talinguroy Wangal This site offers a breath taking glimpse of the West Philippine sea, and
Deck awesome sunsets.
97. Annual Foundation Customs & 602 Festivals all All barangays celebrate their foundation day every year. The common
Day of the Tradition barangays activities include cultural presentations, Tayao and the traditional "Owik."
Barangays Highlights also include a parade, mass, musical concerts, medical-missions,
and variety shows.
98. Strawberry Festival Customs & 602 Festivals Municipal- This festival which started in 1981, features the OTOP of the municipality, Existing
Tradition wide Strawberries, celebrated with its rich culture and tradition. It is a one month (Established)
celebration that includes among others, a strawberry products activities and
promotions, street parade, cultural programs and an agro-tourism trade fair
participated in by all the barangays of the municipality
99. Coffee Festival Customs & 602 A new festival of La Trinidad which was first celebrated in 2018, featuring the Existing
Tradition locally produced Benguet Coffee Arabica.Activities include, coffee farm tours, (Established)
coffee product fairs, competitions, and seminars for coffee farmers, among
others.

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T O U R IS M M A P (E X IS T IN G A N D P O T E N T IA L A T T R A C T IO N S )

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2.2. Site Accessibility Condition
The accessibility data to/from the tourist sites is described from the point of origin
(depot/stations) of the nearest public transportation services, assessing with the
travel distance, trip duration and road condition of designated routes. There are
four major routes, as follows:
1) From Baguio City: (a) PUJs plying the Halsema Highway upto Shilan; (b)
PUJ route to Buyagan in Poblacion extending upto the Motorpool area in
Wangal; (c) PUJs plying the barangays of Ambiong and Tawang following the
Ambiong-Tawang National Road; and, (d) Longlong PUJ route in Puguis via
the Longlong-Lamtang National Road
2) From Km 6, Poblacion with separate PUJ routes to Bineng, Alapang, Alno and
Ambiong
3) From the Public Market in Km 5, Pico to Lamtang in Puguis and another route
going to various sitios of Wangal
4) From Pines park in Balili to Tawang, passing through Lubas and Ambiong
following the existing barangay road that connects these areas with the
Halsema Highway in Km 4, Balili.
The tourist sites that are located near the national roads fare much better in terms
of accessibility. This is mainly on account of better road condition, i.e., paved and
wider RROW, and greater regularity of PUJ trips particularly those plying the
Halsema Highway route. These sites include the Strawberry Farm, BSU, Bell
Church, La Trinidad Vegetable Post and Benguet Museum. On the other hand,
access to the cutflower farms in Bahong and the organic farms (Lily of the Valley in
Puguis, Cosmic Organic Farm in Beckel and Nature’s Garden in Shilan),
considered as among the top attractions of La Trinidad, is hampered by the poor
condition of last mile access, i.e., barangays roads that are very narrow, steep and
with many road surface made simply for tire path. Among the agri-tourism sites,
the Master’s Garden and Garden of Life Organic farm in Puguis can be considered
as the most accessible because they are located near the well-maintained and
less-congested Longlong-Lamtang national road.
Accessibility to many potential attractions also suffer from poor road conditions and
further compounded by long and arduous hiking time with existing roads not
reaching the sites.
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2.3. Site Amenities, Services & Infrastructures
Table 2.4 shows the tourist amenities and services currently available at the sites.
These data were gathered through site observation and key informant interviews
done during the site validation.
A Municipal Tourism Center is currently being constructed at the Municipal Park
near the Municipal Building for general visitors’/tourists’ assistance. Manned visitor
orientation area and toilets/CR are also present mostly in the farms (particularly the
organic farms), resorts and tourism facilities operated by institutions specifically the
provincial and municipal LGU, BSU and the HEDCOR. Most of the other sites rely
on their respective barangay LGU to provide orientation facilities and services to
tourists. And with only two barangays, Bahong and Tawang, having established
their Tourist Information Centers, many visitors are not adequately served in terms
of orientation and information needs.
Parking spaces are mostly at the sides of public roads, many of which are further
limited by the narrow road right-of-ways. Secure parking spaces are available
mainly in sites managed by the provincial LGU (Benguet Museum and Benguet
Sports Complex) and BSU (Strawberry Farm, attractions within developed part of
BSU Reservation). In other areas, the barangay offices have to make available a
part of their limited frontage as parking area for their visitors. For those with private
parking spaces (i.e., organic farms and existing resorts), the narrow and poor condition
of access roads to their sites extends into inefficient use of parking spaces.
Souvenir shops are largely found along the Strawberry Farm and within the BSU
main campus. On-site shopping for souvenirs/pasalu bon g can also be done in
organic farms that offer fresh or processed farm products as pasalu bon g items.
Trekking trails in almost all the nature-type attractions are still in need of significant
development. Footpaths in the farm sites are relatively developed. However, in
the case of the strawberry farm, improvements are needed to make the farm more
walkable and tour-friendly. In the case of the farms in Bahong, farm tour is
undertaken mainly along the road (without the benefit of sidewalks) which poses
some risks to vehicles and tourists especially with the narrow width of the road.
On tour guiding, there is limited trained tour guides in La Trinidad: the
farmers/guides in the organic farms that have received assistance from ATI as
learning sites for organic farming, and the Tawang Community Guides for the eco
trekking in their areas. The BSU also trained a select group of farmers at the
strawberry farm to carry out farm tour guiding to their visitors. The HEDCOR, on its
part, designated its own personnel to guide visitors going on field trip to the
hydropower plants in Bineng. Most of the other sites are still in need of trained tour
guides to effectively provide interpretive and guiding services to visitors.
On-site accommodation with dining services are offered in a few sites, namely at
the Alno Mountain Resort in Alno, Cosmic Organic Farm in Beckel, Adivayan
Stream Resort in Bineng, Lily of the Valley Organic Farm in Puguis and Mt.
Kalugong Ecopark in Tawang. The Master’s Garden in Puguis, together with the
Eve’s Garden beside it, offers dining services (without accommodation) upon prior
arrangement with the owners.

Table 2.4 Tourist Amenities & Services at the Tourist Sites, La Trinidad, Benguet: As of March 2020
V is ito r O rie n ta tio n A re a P a rk in g S p a c e
A t th e CR/ O n s id e pOunb lic
s id e o f O th e rs
ro a d A t th e S o u ve n ir/ Tour (A c c o m m o d a tio n /
N a m e o f A ttra c tio n L o c a tio n Bgy A t th e T o ilet R ig h t o f p u b lic T re k k in g G u id e
O n
(S itio , B a ra n ga y) S ite T o u ris t B g y H a ll a t th e a t th e ro a d a b it
d is tan t B g y P a sSalu
hop
bong T ra il H o m es ta y, T ra inin g
H a ll, D in in g
In fo o n ly s ite s ite n e a r th e fro m th e H a ll F a c ilitie s, e tc )
C e n te r s ite s ite
EXISTING ATTRACTIO NS

Bineng Mini-Hydro Power Alapang, Alno and (Tour guides provided
Plant of Hedcor Bineng      upon prior arrangement
with HEDCOR)
Jeffrey's Visaya
Ornamental Landscape Sadag, Bahong       
(potted plants)
(J-J Evergreens n Blooms)
trekking route is
the sidewalk/road (tour guiding done by the
Sadag & Central side going to the chair of the barangay
Cutflower Farms (Bahong)    farms; no separate LGU's committee on
Bahong, Ambiong
route for farm tourism)
trekking
Tabangaoen, (tour guides are Accomodations include
provided upon prior
Benguet State University Cabanao & Central      arrangement with the BSU Gladiola center and
Balili in Bgy Balili university) Guestel
Bell Church Bell Church, Balili     

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La Trinidad, Benguet 25
 V is ito r O rie n ta tio n A re a P a rk in g S p a c e
A t th e CR/ O n s id e O n s id e o f O th e rs
Tour
N a m e o f A ttra c tio n L o c a tio n n T o u ris t B g y H a ll a to th
B g y A t th e T ilet R ig h t o f p u b lic p u balicb itro a d A t th e PSa os alu
u ve n ir/
bong T re k k in g G u id e
(A c c o m m o d a tio n /
H o m es ta y, T ra inin g
(S itio , B a ra n ga y) SOite e a t th e ro a d d is tan t B g y Shop T ra il H a ll, D in in g
In fo o n ly s ite s ite n e a r th e fro m th e H a ll F a c ilitie s, e tc )
C e n te r s ite s ite
Balangbang, 
Cosmic Organic Farm Beckel     (organic  
produce)

(BSU trained some
Strawberry Farm ID, Betag      farmers to guide visitors
but muddy when as they go for strawberry
raining picking)

Rooms for overnight stay
Central Bineng, are available; Multipurpose
Adivayan Stream Resort Bineng    hall with accommodation
facilities currently being
constructed
La Trinidad Vegetable 
Km 5, Pico   (vegetables & not applicable
Trading Post
cutflowers)
The Benguet Museum Km 6, Poblacion    

Lily of the Valley Organic  homestay with dining
Farm
Ampasit, Puguis    (organic farm   services currently offered;
produce) includes a campsite for tent
camping

Dining services offered with
The Master's Garden Lamtang, Puguis       prior arrangement with the
owner; construction of a
coffee shop ongoing
a coffee shop/ snackhouse
Mt. Costa Lamtang, Puguis       is present
La Trinidad Orchidarium Betag      
( farm produce)

Nature's Garden Sabdang, Shilan    (organic  
produce)
a coffee shop has been
Mt. Kalugong Ecopark Tayawan, Tawang     constructed at the site
Mt. Yangbew Boted, Central Tawang Community
Tawang      Guides tour visitors
STOBOSA Km.3, Balili   
POTENTIAL ATTRACTIO NS
Ettong, Alapang
King Louis Farm     
Proper, Alapang
Alapang Communal trekking trail for
Alapang and Alno  visitors not yet
Forest delineated & cleared
Peril Burial Cave Alapang & Alno  not cleared

Alno Ecological Solid Induyan, Alno (LGU personnel
Waste Mgt. Facility     assigned to the facility
provide guiding services)
Alno Mountain Resort Ubodan, Alno    
Alno Communal Forest Doakan, Alno  trekking trail for

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La Trinidad, Benguet 26
 V is ito r O rie n ta tio n A re a P a rk in g S p a c e
A t th e CR/ O n s id e O n s id e o f O th e rs
Tour
N a m e o f A ttra c tio n L o c a tio n n T o u ris t B g y H a ll a to th
B g y A t th e T ilet R ig h t o f p u b lic p u balicb itro a d A t th e PSa os alu
u ve n ir/
bong T re k k in g G u id e
(A c c o m m o d a tio n /
H o m es ta y, T ra inin g
(S itio , B a ra n ga y) SOite e a t th e ro a d d is tan t B g y Shop T ra il H a ll, D in in g
In fo o n ly s ite s ite n e a r th e fro m th e H a ll F a c ilitie s, e tc )
C e n te r s ite s ite
visitors not yet
delineated & cleared
Upper Riverside,  
Kerobee Farm    (processed farm
Ambiong
products)
ACA Farm Gulon, Ambiong   
(No trained tour
Lower Riverside, guides; guiding being
Dangag Cave     done by barangay
Ambiong
officials & personnel)
Natural Livestock Farming Central Bahong    -do-
St. Padre Pio Parish Central Beckel,
Church Beckel   
Cawa, Nanuyo and trekking trail for
Bineng Mini-Rice Terraces Bodiweng in   visitors not yet
Bineng delineated & cleared
Bineng Cutflower Farms Bineng   -do-
Botilao, Bodiweng
Bungis Cave   
in Bineng
Nanuyo, Bodiweng
Manginaw Cave   
in Bineng
still be to acquired
Pipingew Cave Pipingew, Lubas   and developed
Bantay Nature’s farm/ 
Bantay Dap-ayan Km 4, Pico    (farm produce)
 
10,000 country roses Ettong, Alapang   not yet cleared
Peripin Bato Dreamland, Pico   not yet cleared

 
Garden of Life Organic dining services offered
Farm
Longlong, Puguis    (organic farm   upon prior arrangement w/
produce)
owner
Darjane’s garden Shilan   not yet cleared

Benguet Sports Complex Buyagan, Multipurpose hall being
and Multipurpose Center Poblacion    constructed for various
community or group
gatherings/activities
(Forest guards provide Site has a viewdeck and
Puguis Communal Forest Longlong, Puguis    the tour guiding
multipurpose shed
services)
Shilan Communal Forest (Forest guards provide
Shilan II, Shilan     the tour guiding
(proposed Shilan Ecopark) services)
Bitu River Adventures
(Payugpog-Binanga- Sabdang, Shilan    
Dinangking falls)
(no trained tour guides; 
personnel of the Bgy
Tayawan Heights Tayawan, Tawang     Tourism Office provides View deck has been
the tour guiding services) constructed at the site
DarJane’s Garden Shilan     -do-
Tinedcaw Cave Central, Tawang     -do-

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 V is ito r O rie n ta tio n A re a P a rk in g S p a c e
A t th e CR/ O n s id e O n s id e o f O th e rs
Tour
N a m e o f A ttra c tio n L o c a tio n n T o u ris t B g y H a ll a to th
B g y A t th e T ilet R ig h t o f p u b lic p u balicb itro a d A t th e PSa os alu
u ve n ir/
bong T re k k in g G u id e
(A c c o m m o d a tio n /
H o m es ta y, T ra inin g
(S itio , B a ra n ga y) SOite e a t th e ro a d d is tan t B g y Shop T ra il H a ll, D in in g
In fo o n ly s ite s ite n e a r th e fro m th e H a ll F a c ilitie s, e tc )
C e n te r s ite s ite
Boted Stone Church Boted, Tawang    -do-

Wangal School of Living    (Site coordinator provides The proposed Ibaloi Culural
orientation to visitors; Village will offer traditional
(at (toilet (within
Traditions/ Proposed Lower Wangal Bineng SLT students also now Ibaloi cuisine, a cultural
of the the being trained to give the center and sheds that
Ibaloy Cultural Village Elem
school) school)
School) orientations themselves) feature Ibaloi house designs
Talingguroy Strawberry Talingguroy,
Farms Wangal    
Talingguroy, not yet cleared and
Ap-apunan - Aduyon Views   improved
Wangal
N ote: T he above inform ation w ere gathered through site observation and key inform ant interview s done during the validation of the sites (other em erging sites after the validation w ere not included but updates w ill be
m ade herein)

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La Trinidad, Benguet 28
2.4. Tourism Establishments
T ra ve l A g e n c ie s. There are six travel agencies operating in La Trinidad
A c c o m m o d a tio n E s ta b lis h m e n ts . As of 2019, La Trinidad has seven as of year 2013. These are listed in the next table.
accommodation establishments with a total of 153 rooms and directly T ab le 2.9. Travel A g en cies
employing 25 people. These are located mostly within the valley floor.
M u n icip ality o f L a Trin id ad , B en g u et: as o f 2015
Only one has been classified as a hotel under the DOT’s formal
classification of accommodation establishments. The rest have been N am e o f E stab lish m en t L o catio n (B g y)
classified under others. Homestay services are also available at the Lily of 1. Virtual Trails Travel & Tours Pico
the Valley Organic Farm in Puguis. To date, none of these establishments 2. Airlife International Travel & Tours Pico
have been accredited by the DOT. 3. Small World Travel & Tours Pico
4. Seikai Travel & Tours Betag
T ab le 2.7. A c co m m o d atio n E stab lish m en ts 5. Eagle Air Travel & Tours Pico
M u n icip ality o f L a Trin id ad , B en g u et: as o f 2016 6. Esgala Travel and Tours Balili
No. of
A E T yp e/ L o catio n N o . o f Em S ource: La T rinidad M P D O
N am e o f E sta b lish m en t C las s. 1/ Room s ployee
s
1 ATI-NTC Others Balili 27 1 S p e c ia lty S h o p s & D e p a rtm e n t S to re s.
Shopping facilities and
. services for tourists in La Trinidad are provided by the establishments listed
2 BSU Guestel Others Balili 20 2 in the table below. The La Trinidad Vegetable Trading Post offers tourists
. the opportunity to by fresh highland vegetables at price lower than that in
3 Strawberry Valley Hotel & Restaurant Hotel Betag 36 10 the market. The Benguet State University meanwhile operates marketing
. and processing centers for local delicacy products available to tourists. A
4 Gladiola Center Others Betag 28 3 branch of the Narda’s hand-woven Arts and Crafts is also located in La
. Trinidad where tourists can shop for souvenir items. Shopping can further
5 BAPTC Hotel Others Puguis 20 6
be done at two big department stores whose branches are now operating in
.
6 NIA Training Center Others Wangal 6 2 La Trinidad.
. T ab le 2.10. S p ecialty S h o p s & D ep artm en t S to res, L a Trin id ad ,
7 Js Lodge Others Puguis 6 2 B en g u et
. N am e o f E stab lish m en t Typ e/C ateg o ry L o catio n
T o tal 143 26
Open Air Market/
P ercent of P rovincia l T otal 34% 19% La Trinidad Trading Post Km. 5, Pico
1/ D O T classification of accom m od ation establishm ents: H otel, C ondotel, S erviced R esidence, R esort, Traditional Market
A partelle, M otel, P ension H ouse, H om estay S ite, T ourist Inn, O thers. Benguet State University Marketing Souvenir and
Km. 6, Balili
S ource: B enguet P rovincial T ourism O ffice Center Delicacies
Benguet State University Food Souvenir and
Among all the municipalities in Benguet, La Trinidad has the most number Processing / Marketing Center Delicacies
Km. 6, Betag
of accommodation facilities. This reflects its role as the service center of
Puregold Mall/Department Store Km. 5, Pico
tourism in the province of Benguet with a capacity to absorb tourism
expansion from Baguio City. Savemore Department Store Km. 4, Pico
Pines Supermart Department Store Km. 4, Pico
D in in g E s ta b lis h m e n ts . The dining establishments are abundant in La Pure Gold - La Trinidad Branch Mall/Department Store Km. 4, Balili
Trinidad. Almost 32 of these are along the national highway that traverses Tiong San Supermarket and
the valley floor from Km. 4 in Pico to Km. 6 in Poblacion. Food Mall/Department Store Km. 4, Pico
Department Store - La Trinidad Branch
establishments are accessible around the valley. Kenwayne Department Store Km.6, Betag
S ource: B enguet P rovincial T ourism S ervices O ffice

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La Trinidad, Benguet 29
 2 .6 . T o u ris m M a rk e t S itu a tio n
T o u ris t A rriva ls . Day tourists/campers account for a considerable part of
the total tourist arrivals in the province of Benguet, particularly in Tuba, and
La Trinidad whose key attractions include leisure attractions and agri-eco
tourism sites. Overnight tourists comprise only about 10 percent of the total
arrivals in the province. Of the volume of overnight tourists over the years, La
Trinidad has been drawing in the biggest volume among all municipalities in
Benguet. In 2019, it accounted for 30 percent of the total tourist arrivals in
the province.

D e m a n d fo r A c c o m m o d a tio n E s ta b lis h m e n ts . La Trinidad as a tourist

destination currently appeals more to domestic tourists than foreign tourists.
Ninety-three percent (93%) of the total guest-nights are domestic tourists
(Philippine residents). Only seven percent are foreign tourists.

S u m m ary D ata o n th e D em an d & S u p p ly o f

A c co m m o d atio n E stab lish m en ts in L a Trin id ad : 2019
S ource of basic data: B enguet P rovincial T ourism O ffice D o m estic F o reig n To tal
Guest Nights 31,106 1,262 32,368 people checked
The trend of 2019 overnight tourist arrivals on a quarterly basis in the in
province of Benguet follows the overall trend for La Trinidad. This reflects the Total Number of Rooms 133 rooms
leading role of La Trinidad in influencing destination arrivals in the province. Room-night available during the year 28,559 room-nights
For day tourists (same day visitors), on the other hand, most of them flock to
La Trinidad during the first two quarters of the year which is the peak season Total No. of Rooms Occupied 18,641 room-nights
at the strawberry farm. For the rest of the province, peak season for day Average Number of Guests Per Room 2.48 guest/room
tourist and campers also occurred at the last quarter. Average Occupancy Rate 65.27% occupancy
rate
In 2019, La Trinidad leads the same-day visitors statistics at 861,506 followed Estimated Length of Stay 1.43 nights
by Tuba at 466,066, and third is Atok at 88, 266. This trend is similar to 2018
with La Trinidad absorbing sixty percent (60%) to sixty five percent (65%) of The average occupancy rate of accommodation establishments is 65 percent
the same day arrivals statistics of Benguet Province. in 2013. This is notably higher during the first and last quarter of the year.
The estimated length of stay is 1.43 nights.

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2 .7 . S tre n g th s , W e a k n e s s e s , O p p o rtu n itie s & T h re a ts &
S u m m a ry o f K e y Is s u e s /C o n c e rn s
S tre n g th s . The tourism stakeholders of La Trinidad identified the
following as the attributes and distinctive competence of the municipality
that determine its strong points and gives it a comparative advantage in the
tourism market.
 La Trinidad as the strawberry producer of the Philippines and popularly
known as the strawberry capital of the country
 La Trinidad as the biggest producer of cutflowers in the country and
came to be known as the rose capital of the Philippines
 Presence of national awardee farmers and homegrown skilled
florists/landscapers
 Strong local capabilities and leadership on organic farming with La
Trinidad pioneering the La Trinidad Organic Producers Association that
expanded its membership Cordillera-wide and the presence of ATI-
accredited learning sites on organic farming that provide training to
farmers all over the country
 La Trinidad as the seat of the Provincial Government of Benguet and
expansion area for regional offices located in Baguio City
 La Trinidad as the center of commerce and trade in the province of
Benguet
 La Trinidad has the biggest vegetable trading facility in the Philippines,
i.e., La Trinidad Vegetable Trading Post and the Benguet Agri-Pinoy
Trading Center
 Proximity of La Trinidad to Baguio City which makes the municipality a
direct catchment of development expansion from the latter
 La Trinidad as the gateway to destinations on the northern part of the
Cordilleras
 Presence of the Benguet State University and other higher education
institutions
 La Trinidad has a varied landscape dominated by a valley and rugged
terrain that are forested and with unique rock formations
 Cool climate of the place
W ea k n es s es . The weaknesses, on the other hand are identified as the
attributes that hinder the tourism development of La Trinidad and therefore
needs improvement in order to increase its competitiveness as a tourist
destination. These weaknesses are as follows:
 Inadequate local capital for the development of tourist products
 Absence of accredited tourist guides
 Tourism establishments are not accredited
 Poor road conditions and limited road right of ways leading to many
tourist attractions
 Insufficient marketing and promotion resources and capabilities
 Traffic congestion
 Poor urban planning
 Inadequate tourism amenities/facilities/services in tourist sites, e.g., rest
rooms or toilets, parking spaces, visitor centers, trekking trails, etc
 Area for the production of strawberries are shrinking and are constantly
under threat for conversion to built-up use
 No Municipal Tourism Ordinance & weak implementation of local
ordinances
 Non-sustainability of government programs, projects and activities due
to changes in administration
 Poor hosting skills of communities where tourist sites are located and
among gateway communities
 Deterioration of forest ecosystems including the presence of informal
settlers and land claims in communal forests
 No sustainable sewerage system in the municipality that led to pollution
of waterways
O p p o rtu n itie s .
The identified opportunities, below, are external
conditions viewed by the stakeholders that can support the tourism
development of La Trinidad.
 Increasing tourist arrivals to Baguio City that can also be targeted to be
the market for La Trinidad
 National government support to agricultural strengthening, particularly
on organic farming and good agricultural practices
 Capital and technical support from the national government
 Opportunities for public-private partnership
 DOT support to local tourism programs
 ASEAN economic community integration initiatives
 Demand for diversification and expansion of tourism from Baguio City
within the BLISTT cooperation framework
T h re a ts . Threats are the external conditions that can make La Trinidad’s
tourism development critically vulnerable in a manner that will adversely
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 31
affect the viability and progress of its tourism industry. These are identified
as follows:
 Health crisis / Pandemic that resulted to lockdowns and quarantines
that substantially affected the tourism and travel industry.
 Full implementation of AFTA
 Climate change and natural calamities and disasters
 Perennial closure of roads leading to La Trinidad
 Competition from neighboring producers of cutflowers and other
municipalities that are developing their capabilities for strawberry
production
 Decreasing soil fertility
 Rapid urbanization from Baguio City spilling over to La Trinidad that
contributes to the conversion of agricultural and forest lands into built-up
use
 Pollution sources from Baguio City
 Long distances from airports and seaports discourage weekend tourists
to come to La Trinidad
 Adverse economic conditions that will lessen tourists’ desire to travel to
areas like La Trinidad
 Impact of the New Normal brought as a result of the health crisis that
negatively affected the economy.
S u m m a ry o f K e y Is su e s & C o n c e rn s . The SWOT analysis above
distills into the following key tourism issues:
1. Inadequate tourism amenities/facilities/services in tourist sites, e.g., rest
rooms or toilets, parking spaces, visitor centers, trekking trails, etc
2. Inadequate local capital for the development of tourist products
3. Absence of accredited tourist guides
4. Tourism establishments are not accredited
5. Poor road conditions and limited road right of ways leading to many
tourist attractions
6. Insufficient marketing and promotion resources and capabilities
7. Heavy traffic congestion particularly along Halsema highway that urban
areas located in the valley floor
8. Area for the production of strawberries are shrinking and are constantly
under threat of conversion to built-up use
9. Poor coordination and management mechanism for a seamless delivery
of tourism services
10. Weak implementation of pertinent local ordinances
11. Deterioration of potential ecotourism sites (e.g., communal forests,
caves, etc), including the presence of informal settlers and land claims
in such areas
12. Lack of sustainable sewerage system in the municipality that led to
pollution of waterways and can hamper the locality’s competitiveness as
a tourist destination
13. Recently, the effect of health crisis that resulted to lockdowns and
quarantines which affected the tourism and travel industry.
14. Down trend in tourism activities which may spillover towards 2021 thus
resulting to unemployment, loss of income
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 32
 3
3 .1 . T o u ris m V is io n S ta te m e n t dynamism and environmental consciousness. La Trinidad as a safe and
secure tourist destination will offer experiences filled with learnings and
The tourism stakeholders of La Trinidad agreed on the following statement discoveries, refreshing fun, relaxation and adventures from its distinctive
to express the ambitious, credible and attractive future state of sustainable agricultural, natural and cultural tourism attributes.
tourism in the municipality:
Figure 3.1. Destination Brand Pyramid, La Trinidad, Benguet
We envision La Trinidad “as a premier agro-
eco-cultural destination in the Cordilleras*
BRAND
*A p p ro v ed d u rin g th e L a T rin id ad T o u rism C o u n cil P la n n in g W o rks h o p last ESSENCE
D ece m b er 18, 201 9. L a Trin id ad :
VALLEY OF COLORS
3 .2 . T o u ris m D e ve lo p m e n t G o a ls
CORE VALUES
1. To improve the competitiveness of La Trinidad as a tourist destination, (b ran d valu es)
providing quality and, as much as practicable, sustainable tourism Safe and Secured Tourism
products and services to visitors Unity in diversity
2. To ensure that the development of the tourism assets of La Trinidad Dynamism & vibrancy
Environmental Sustainability
gives due consideration to the conservation of biodiversity and
Love and peace
maintenance of ecological balance
3. To increase appreciation of the cultural heritage of La Trinidad, leading E M O TIO N A L B E N E F ITS F O R TO U R IS T S
to the preservation of socio-cultural authenticity and conservation of Fun and adventures
built and living cultural heritage of the place Energized & refreshed
4. For tourism to play a major part in the acceleration of socio-economic Escape from mental/emotional stress
development of the locality that will contribute to income generation and Enlightened with new learnings and discoveries
job creation especially in economic recovery efforts amidst crisis
CO RE ASSETS
3 .3 . D e s tin a tio n P o s itio n in g La Trinidad as:
the biggest producer of strawberries and cutflowers
La Trinidad’s tourism industry shall be positioned as a vibrant and green in the Philippines; a melting pot of diverse cultures;
destination of Northern Philippines to showcase its rich agricultural tradition, the forerunner of organic vegetable farming in the Cordillera;
diverse forest ecosystem and unique cultural heritage. Its tourism brand host to the biggest vegetable trading facility in the Philippines;
celebration of agricultural products like coffee , flowers, and vegetables
draws inspiration from its distinct image as the Strawberry Fields and Rose
Garden of the Philippines. This is bannered in its brand slogan, Output during the La Trinidad Tourism Planning Workshop held on December 18-20, 2019
that reflects the core values of La Trinidad that Brand Pyramid adapted from WTO (2009), Handbook on Tourism Destination Branding, p. 45
is alive with diversity, thriving in vibrant cultures, and imbued with
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 33
3 .4 . T o u ris m T a rg e ts
While La Trinidad has aspired to increase overnight visitation and increase
the number of rooms for accommodation particularly in the long-term, it
shall likewise aim to raise the volume of day-tourists with higher quality of
tourism experience, and the quality of its target markets as well.
If any, the New Corona Virus Disease of 2019, which paralyzed the tourism
and travel industry in the world this 2020, taught governments the value of
co n tro lled an d reg u lated to u rism an d an ch o red o n “S afety an d
S ecu rity”, an d “Q u ality To u rism ” o r “L o w V o lu m e, H ig h V alu e
To u rism ”. Th is m ean s th at sam e d ay visito rs sh all b e reg u lated b u t
th e valu e o f to u rism exp erien ces sh all b e u p g rad ed so th at visito rs
w ill sp en d m o re tim e in L a Trin id ad sites an d co n trib u te m o re to th e
eco n o m y.
workshop. The members of the tourism council secretariat were tasked to
re-evaluate and finalize the said information.
The evaluation criteria are intended to measure the readiness of the site for
tourism. These, combined with actual volume of visitor traffic, recognize
the edge of existing tourist attractions over the potential sites. As shown in
the ranking in table 3.2, the existing tourist attractions are at the top of the
ranking. The leading attractions topped are the Strawberry Farm in Betag,
BSU, the Bell Church and Stobosa in Balili and the cutflower farms in
Alapang, and Bahong. The organic farms also gained mileage in terms of
development and promotion assistance they received, having been
designated by the ATI as learning sites for organic farming. Nature Parks
like Mt. Kalugong and Mt. Yangbew are also in the top 15.

3 .5 . P rio ritiza tio n o f T o u ris t A ttra c tio n s These twenty (20) sites will be the priority for on-site and off-site
improvements and marketing/promotion. The development of the other
The identified tourist attractions in La Trinidad, both existing and potential, sites that are not in the top priorities will also be pursued in preparation for
were evaluated and ranked. This is based on the assessment of tourist the cyclical weakening/decline of existing attractions in the market and to
appeal, accessibility, activities and products, facilities and services and site provide as well alternative tourist products specifically for niche markets.
infrastructures presented in Chapter 2 of this document. The given Priority shall be given to the improvement of access and development of
information were scored by tourism council members in two separate tourism amenities
T ab le 3.5 . S u m m a ry E v alu atio n & R an kin g o f to p 15 T o u rist S ites in L a T rin id ad
R a tin g b y C rite ria C a te go ry
L o c a tio n Activities F a c ilitie s O v e ra ll
N a m e o f A ttra c tio n T o u ris t A c c e s s- V is ito r RANK
(S itio , B a ra n g a y) & & In fra S c o re
Appeal ib ility T ra ffic
Products S e rvic e s
Strawberry Farm ID, Betag 4.00 4.00 4.00 3.00 4.00 4.00 3.83 1
Mount Costa Lamtang, Puguis 4.00 3.00 4.00 4.00 4.00 3.60 3.76 2
Benguet State University Tabangaoen, Cabanao & Central Balili, Balili 3.50 4.00 3.00 4.00 4.00 3.40 3.65 3
Bell Church Bell Church, Balili 3.00 4.00 2.00 4.00 4.00 3.80 3.30 4
Cutflower Farms / Flower Farms (including 10, 000 Sadag,& Central in Bahong; Alno; Alapang Proper &
3.80 2.50 3.66 2.50 4.00 3.10 3.26 5
Country Roses Farm ) Ettong, Alapang ,other flower farms in Bineng
Benguet Agri-pinoy Trading Center (BAPTC) Puguis/ Betag 3.00 3.15 2.50 4.00 4.00 2.00 3.10 5
La Trin. Vegetable Trading Post Km 5, Pico 2.80 4.00 2.80 3.00 3.00 3.00 3.06 6
Admirals Farm Park Lamtang, Puguis 3.00 2.50 3.00 3.00 3.00 3.00 2.91 7
JJ’s Garden/ Jeffrey Visaya’s Viewdeck Bahong 3.00 2.50 3.00 3.00 3.00 3.00 2.91 7
Lily of the Valley Organic Farm Ampasit, Puguis 3.00 1.60 3.00 3.00 3.00 3.00 2.90 8
Mt. Kalugong Ecopark Tayawan, Tawang 3.50 2.40 4.00 3.00 3.00 3.17 2.83 9
The Benguet Museum & Capitol Km 6, Poblacion 2.00 4.00 2.00 2.00 3.00 2.40 2.56 10
Living Gifts Alno 3.00 1.60 3.00 3.00 3.00 2.00 2.54 11
Mt. Yangbew Boted, Central Tawang, Tawang 3.00 2.50 3.00 2.00 2.00 2.00 2.50 12
Cosmic Organic Farm Balangbang, Beckel 2.80 2.50 3.00 2.00 2.00 2.00 2.43 13
STOBOSA Hillside Homes Artwork Km.3, Balili 3.00 4.00 1.50 2.00 2.00 2.00 2.41 14
DarJane’s Garden and Garden nen Ines Shilan 3.50 2.00 3.00 2.00 2.00 2.00 2.41 14
La Trinidad Orchidarium (Flower/ Plants Shops) Betag 2.50 3.00 3.00 2.00 2.00 2.00 2.41 14
Bitu River Adventure sites (Eco-tourism) Shilan 3.00 1.60 3.00 2.00 2.00 2.00 2.26 15
4 – E xcellent; 3 – G ood; 2- F air; 1 – P oor

MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025

La Trinidad, Benguet 34
3 .6 . S tra te g ic D ire c tio n s
The SWOT analysis of La Trinidad tourism, absent the Covid-19 pandemic,
yields a competitive strategic situation characterized by a relatively unique
set of attractions operating within a strong positive environment but
hampered by serious internal weaknesses. The strategic situation requires
maximizing the opportunities to address the weaknesses. This means
establishing strategic cooperation and links with external tourism groups
and investment sources, particularly those operating in Baguio City, to
address the internal gaps and inadequacies.
Figure 3.2. GENERAL LA TRINIDAD STRATEGIC SITUATION
Adapted from Weihrich (1982) cited in Goranczewski, B and Puciato, D. (2010). SWOT Analysis in the
Formulation of Tourism Development Strategies for Destinations
The municipality as a tourist destination has unique tourism advantages
that give it a competitive edge with the positive growth of tourism demand in
the Philippines in general and in the Baguio-Benguet area in particular.
This plan therefore seeks to gain from this by proposing for the expansion
and diversification of the tourism products of the locality through strategic
external cooperation while building on its established core attractions (i.e.,
strawberry farm and cupflower gardens). This will be supported by an
aggressive strategy of market penetration and improvement of physical and
human resource infrastructures. These are the three strategic pillars that
guided in the formulation of the action plan.
D e ve lo p m e n t a n d M a rk e tin g o f C o m p e titive T o u ris t P ro d u c ts .
The sites assessed as being more ready for tourism were thematically
clustered with nearby attractions. This is intended to optimize the
advantages of sites that are in more advanced state of product
development in terms of their capability to provide the momentum for other
potential attractions to develop. This is also a strategy to raise perception
of value by bundling tourism offerings that are diverse but forming part of a
clear thematic narrative. Said cluster may however be mixed, but these
shall be recommended as possible tour packages for tour organizers.
D evelo p in g C o m p etitive P ro d u ct P o rtfo lio s. The product portfolios,
further described in figures 3.5 to 3.10, are clustered into the following
circuits:
1) Valley of Colors Cluster: Itinerary encompassing the banner attractions
of La Trinidad;
2) East Mountain River Adventure Trek: covering the natural and allied
attractions located near or along the Shilan-Beckel national road;
3) La Trinidad Hide-away Adventure: that connects the attractions near or
along the Tawang-Lubas-Ambiong national road;
4) La Trinidad Green Tour: that links the attractions in the Alno-Alapang
and even Bahong area;
5) Valley Side Escape: Escaping the hustle and bustle of the valley.
6) La Trinidad Health and Wellness Landscape Tour: that encompasses the
attractions in the western section of the municipality.
V alley o f C o lo rs T o u rs. The Valley of Colors Core Tourist Circuit will
feature the core attractions of the municipality. It encompasses the
Strawberry Farm, La Trinidad Orchidarium, STOBOSA, and the flower
farms in Alapang, Bahong, and/or Bineng, taking as allied attractions the
sites located along the Baguio-Bontoc National Road that traverses the
valley floor and the nearby established organic farms. This is the circuit of
vibrancy that makes La Trinidad a unique tourist destination. The Valley of
colors tour also includes 6 (six) mini clusters that are ideal for half-day
tours and which can also be combined by organizers. The following Valley
of Colors mini-circuits are:
1. N atu re G ard en To u r
2. F lo w er F arm To u r 1
3. F lo w er F arm To u r 2
4. A d ven tu re Trek
5. W elln ess To u r 1
6. W elln ess To u r 2
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 35
 T ab le 3.3 . P ro p o sed V alley o f C o lo rs M in i C lu sters
M o u n tain -R iver A d ven tu re. This features the refreshing forest
NATURE GARDEN FLO W ER FAR M S FLO W ER FARM S atmosphere of the Shilan Communal Forest with the added value of a foggy
TO U R TO U R 1 TO U R 2 afternoon experience and the exhilarating river and waterfall encounters in
A visit to the nature The twin flower farms in Our colorful sites Bitu River. It additionally offers the tranquil and relaxing Pulag-like setting
parks of the valley’s Shilan, La Trinidad; boost not only of of Mt. Yangbew. The organic farms within this route support the
outskirts where a D A R JA N E ’S G A R D E N variety but of quantity: environmental-consciousness and physically-active lifestyle favored by this
rejuvenating and G A R D E N N E N IN E S B R U N O ’S 20,000 circuit.
experience awaits. rose to fame as flower C O U N TR Y R O S E S in
L a T rin id ad H id e-aw ay A d ven tu re. The La Trinidad Hide-away Adventure
The circuit feature’s farms of choice for Alapang, features
Trek aims to evoke a feeling of pleasant seclusion offered by the oasis-like
the world-class plantitas/plantitos. thousands of potted
atmosphere of Mt. Kalugong and high elevation of Tayawan Heights. The
gardens of M O U N T Darjane’s Garden roses amid the
panoramic views of the nearby urban areas of La Trinidad offered in these
C O S TA (Longlong, features its vibrant majestic view of the
sites are from natural lookout vantage points that conceal by the height
P uguis) an d the Poinsettias and Benguet mountains,
advantage. The caves included in the circuit represent a “shelter” or
emerging nature park Sunflowers while Garden while the L IV IN G
“escape” from the urban life around these sites.
o f A D M IR A L S F A R M nen Ines showcases its G IF TS N U R S E R Y in
P A R K (in P inalyok, various species of Alno features the most L a T rin id ad G reen T o u r. This tour will showcase the dense woodlands
P uguis). Anthurium. diverse collection of and diverse flora and fauna of Alapang, Alno, Bineng and Bahong. The
Cactus in the country! green forest experience will be heightened by green areas interpreted in the
context of its historical, cultural and environmental significance to the place.
A D V E N T U R E TR E K W E L L N E S S TO U R 1 W E L L N E S S TO U R 2 The environmentally sustainable waste management system at the Alno
Ecological Solid Waste Management Facility fits the green theme of the
Visitors on the side of Wellness tour features Wellness tour features tour, offering insights into maintaining the delicate balance between
adventure and both the wellness of mind both the wellness of urbanization and environmental protection. The Alno Mountain Resort
trekking may opt for by visiting stress -free mind by visiting stress features its clean spring water and further offers a great view of a
this eco-tour cluster in environments, and of -free environments, predominantly forest landscape. The tour will pleasantly transition from a
Tawang where they course the nurturing of and of course the forest environment into colors at the 10,000 country roses of Alapang, the
can hike to the minds through learning. nurturing of minds cutflowers of Bahong, and beautiful plants of Living gifts in Alno.
picturesque rolling This cluster features the through learning. This
grasses of MT. stress free environment cluster features the V alley S id e E scap e. This aims to challenge the spirit with a stimulating
YANGBEW and of A V O N G N E N R O M Y serene temple of hike along mountain sides and water channels flowing from and to the
continue trekking to (in Wangal), and an B E L L C H U R C H (in Bineng power plants. This furthers the value one can gain from the
the rocks of MT. enriching organic farm Balilil), and an knowledge/information acquired on the operation of mini-hydro power
KALUGONG via the tour at the L IL Y O F TH E enriching organic farm plants. The clean, cool waters of the Adivayan Spring Resort will offer
Tayawan Heights. V A L L E Y (in Puguis). tour at the C O S M IC energy recharge together with the relaxing ambiance of the mini-rice
F A R M (in Beckel). terraces and cutflower farms of Bineng.

L a T rin id ad H ealth an d W elln ess L an d scap e T o u r. The La Trinidad

Health and Wellness Landscape Tour will express the healthy food and

MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025

La Trinidad, Benguet 36
lifestyle advocacies of organic farms. This will be supported by the fresh C ircu it A ttractio n T arg et M arket
and healthy environment of the Puguis Communal Forest, the good La Trinidad  The Master’s Garden  The health-conscious
agricultural practices at Bantay Nature’s Farm and the Talinguroy Health &  Mt. Costa market segments
Wellness  Lily of the Valley Organic Farm  Families
Strawberry Farms. The Ap-apunan – Aduyon View experience of a foggy Landscape  Children and young
 Garden of Life Organic Farm
afternoon and magical horizon views on a clear morning adds to the sense Tour  Puguis Communal Forest people
of increased well-being that can be experience from this tour.  Bantay Nature’s Farm  Religious groups
 Talinguroy Strawberry Farms  Institutions seeking for a
The site development requirements, both off-site and on-site, for each of  Ap-apunan – Aduyon View venue for retreat activities
these circuits are described in Chapter 4. These synthesized the inputs  Admirals Farm Park
and recommendations that surfaced during the tourism planning workshop East  Shilan Communal Forest  College students from the
Mountain-  Garden nen Ines Baguio-Benguet area
and those gathered from site validation and key information interviews. River  Young professionals
 Darjane’s Garden
Adventure  Mt. Yangbew  Young employees on
M arketin g an d P ro m o tio n . The target market, at least within the medium Trek  Bitu River Adventures company-sponsored
term, is the domestic market. The core attractions of La Trinidad,  Cosmic Organic Farm outings
particularly the Strawberry Farms and Cutflower Farms, currently appeal to  Nature’s Garden  School camping
families, excursionists from schools and other public and private institutions, programs
La Trinidad  Mt. Kalugong Ecopark  College students from the
and people travelling in groups seeking to have a fun experience. They can Hideaway  Tayawan Heights Baguio-Benguet area
generally be classified under a mass market. The other farm-based and Adventure  Boted Stone Church  Young professionals
nature-based attractions of the municipality generally appeal to varied niche Trek  Tinedcaw Cave/ Pipingew Cave/  Young employees on
markets – young adventure seekers, backpackers, free independent Dangag Cave company-sponsored
travelers, the health-conscious, ecotourists, and overworked professionals outings
 Cavers / spelunkers
seeking for escape from stress. The proposed circuits aim to capture
Bineng  Bineng Hydro Power Plant Trek  Engineers & engineering
these multi-niche target markets while increasing the arrivals of the Power Trek  Adivayan Stream Resort students
segment as well of mass market being catered to by the Strawberry Farm  Bineng Rice Terraces & Cutflower  back-packers
and Bahong Cutflower Farms. Farms  Adventure-seekers
 Wangal SLT / Ibaloy Cultural Village  Cavers/ spelunkers
T ab le 3.4. T arg et M arkets B y P ro p o se d T o u rism C lu sters  Manginaw & Bungis Caves
C ircu it A ttractio n T arg et M arket La Trinidad  Peril Burial Cave  Ecotourists
Green Tour  Alno Communal Forest  Environmentalists
Valley of  Strawberry Farm  Excurtionists / visitors on
Colors Core Lakbay-Aral  Alno Solid Waste Management  Back-packers
 La Trinidad Orchidarium
Tourist Facility
 Flower Farms of Alapang (10,000  Participants in meetings,
Circuit  Alno Mountain Resort
country roses) and Bahong incentives, conventions,
 Living Gifts
including Jeffrey Visaya’s exhibitions (MICE) held in
 Alapang and Alno Flower Farms
Ornamental Landscape Baguio City
 Bell Church  Families Marketing and promotion will be geared towards influencing the decisions
 STOBOSA Hillside Homes Artwork of tourists, particularly those visiting the Baguio-Benguet area, to choose to
 Benguet Museum spend quality recreational time in La Trinidad and experience the place as a
 BSU destination. This means ensuring a fit between product offerings and the
 La Trinidad Vegetable Trading needs and expectations of the target market. This necessitates building of
Post local capabilities through trainings.
 Benguet Agri-Pinoy Trading Center
 Mt. Kalugong Ecopark This shall include implementer to undertake tourism market intelligence to
 ATI (Lakbay-aral/Training) guide in product development and strategic marketing. Part of the
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 37
challenge is also establishing a distinctive brand of tourism services in La
Trinidad in the eyes of the market. Stakeholder ownership and elaboration
of the La Trinidad tourism brand will help to ensure brand-compliant
services.
Promotion methods are equally critical in informing and attracting tourists.
The use of print materials, websites, and social media among others will be
indispensable. In any of these methods, advertising campaign should have
a well-focused theme aimed at target markets: the design style, imagery
and tone of voice should reflect the brand values of the “Valley of Colors”
tourism brand slogan. Along this line, the engagement of the services of
professionals will be needed to help in the development of promotional
materials and marketing campaigns.
R aisin g Q u ality S tan d ard s an d T o u rism In vestm en t P ro m o tio n . The
quality of major frontline tourism services directly affects the quality of
tourism experience in La Trinidad, and consequently the market in terms of
return visitation and in drawing in more tourists by word of mouth. In this
regard, support for the accreditation of accommodation and other tourist
establishments shall be pursued.
The challenge is to increase investments in tourism enterprises and product
development to raise the competitiveness of tourism services in La Trinidad,
particularly in relation to Baguio City and other neighboring destinations.
The limited local capital resources of La Trinidad leads to the option of
attracting outside investment sources. Actions along this line are proposed
as follows: a) simplification of LGU tourism business set-up and business
tax, accreditation, and licensing procedures; b) identifying private sector
investment requirements in tourism enterprises and products and
undertaking investment promotion drives to encourage take up of
investment requirement; c) taking advantage of opportunities for public-
private-partnership (PPP) under the BOT Law.
The LGU shall also facilitate capital support to small tourism enterprises.
This is in the form of reducing the cost of making business in the
municipality and the inclusion of tourism in the livelihood programs being
implemented in partnership with such agencies as DOLE, DA, DTI and
TESDA.
Im p ro ve M a rk et A c c e s s , C o n n e c tivity a n d D e s tin a tio n
In fra s tru c tu re s . Accessibility to tourist sites will need substantial
developments of local roads that connect the attractions within the identified
tourism circuits. This is particularly needed in areas beyond the valley floor
where vehicular travel is challenged by the general ruggedness and
steepness of the land terrain. Priority should be accorded to the widening
and improvement of roads leading to the cutflower farms in Bahong and
Alapang, the organic farms, as well as the strawberry farms in Talinguroy.
These sites notably articulate the values and intended emotional gains of
“Valley of Colors” tourism brand of the municipality.
The public transportation system is also key in the distribution of tourists
among the circuits and in preventing seasonal congestion at the Strawberry
Farm in Betag. This is an opportunity to capacitate local transport groups,
including licensed taxi operators, to provide tour services and bridge the
present gaps in inter-barangay public transport services in La Trinidad.
The continuous upgrading of the Municipal Tourism Information Office that
will help ensure that the active facilitation of tourism services which include
information needs of tourists are met and will help steer tourism outcomes
towards desired ends. Consideration must be given to the location of the
information office, for this to be visible and within easy reach by tourists.
The proposal is to locate this at the Strawberry Farm in Betag, as this is
usually the first stop for most of the tourists in La Trinidad. Tourist
information offices in key barangays will also be set up to complement at
the ground level the Municipal Tourism Information Office.
In s titu tio n a l, G o ve rn a n c e a n d H u m a n R e s o u rc es C a p a c itie s . This
will focus on three key areas:
1) Improving the capacity of the LGU (Local Tourism Office) and local
stakeholders to effectively manage the development of La Trinidad as a
tourist destination, including the institutionalization of coordination
mechanisms with the DOT and other concerned agencies and
organizations;
2) Developing the capacities of local communities to participate as a
competent, well-motivated and highly-productive tourism workforce
3) Creating a culture of tourism that promotes good hosting from arrival to
departure, and which raises the image of La Trinidad as a quality tourist
destination bearing the brand, “Valley of Colors.”
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La Trinidad, Benguet 38

3 .7 . T o u ris m B ra n d P ro m o tio n s
TH E L A TR IN ID A D TO U R IS M B R A N D
1. O fficial Tag lin es an d /o r To w n S lo g an s. - The following are adopted as
La Trinidad’s official brand taglines and/or slogans:
a. “The Strawberry Capital of the Philippines” – taking pride of the
Strawberries as La Trinidad’s one town one product or main
promoted tourism product. This original slogan shall be retained.
b. Add “Valley of Colors” – encompasses the other tourism products
that the Municipality offers like highland vegetables, flowers, and
coffee. It also expresses the town’s multicultural identity and the
various colorful experiences that the town can give.
2. O fficial Ico n s an d sym b o ls. In order to bolster the official brand of the
Municipality through visible representations like icons and symbols, the
following are
a. Kayabang and/or Kayabang with overflowing agricultural
produce – Adopted from the Official La Trinidad Seal
which symbolizes the identity and aspirations of the La
Trinidad Community.
b. Strawberries (Duting) – “Visibly represents our unique
character as the Strawberry Capital of the Country”.
3. O th er Ico n ic p ro d u cts an d to o ls w hich fo rm p art o f th e To u rism
b ran d :
a. Highland Vegetables – Representing our aagriculture
and agri-trading economy.
b. Rose and Cutflowers – Representing our blooming cut-
flower industry.
c. Coffee – Representing our growing coffee Arabica
industry.Gong and Solibao – representing the town’s
culture and heritage
4. O fficial C o lo rs. – The following colors shall be adopted in public and
municipal-funded infrastructures and materials to unify the thematic
expression of the La Trinidad Brand:
a. Dark Green – represents the fresh, robust, deep and verdant shade
of La Trinidad’s plants and crops.
b. Red – exudes the vibrant-red color of the strawberry since the town
is known as the Nation’s Strawberry Capital
c. Yellow – is a color that is present both in the Municipal Logo, and
the seeds of the Strawberry Fruit. It symbolizes hope and a better
future.
d. Brown – the color of the earth symbolizes the Indigenous Peoples,
the original inhabitants of La Trinidad. It is also reminiscent of the
soil, the agricultural base in which produce flourish.
e. Benguet Colors: Combination of Red, Black, and White – which pay
homage to the original settlers of La Trinidad, the Ibaloys
5. L a Trin id ad A rch itectu ral C o n sid eratio n s. –To achieve a coherent
and unified town theme, the Municipal Engineering and Architecture Office,
and other concerned offices, aside from considering the official brand colors,
shall also adopt the following architectural inspirations in all Municipal
funded infrastructure projects, and IEC materials:
a. Mountains / Valley – characterized by wavy triangular shapes which
is also reminiscent of traditional Indigenous Peoples’ symbols
b. Kayabang Weaving – exhibits the weaving pattern found in the
“Kayabang”
c. Benguet Colors – considers the culture and heritage of the town.
d. Agriculture – considers the rustic theme of traditional agricultural life
and ways
e. Eco-friendly designs- the global shift towards sustainable
development considers Eco-friendly strategies.
6. L a Trin id ad To u rism Th em e S o n g . The La Trinidad Tourism Office
shall organize artistic and musical activities that shall yield to an official La
Trinidad Tourism theme song upon the approval of the Sangguniang Bayan.
7. B ran d P ro m o tio n s. The community shall contribute and participate in
the promotion of the “La Trinidad Tourism Brand”:
a. Souvenir shops shall substantially market souvenirs which contains the
“La Trinidad Brand or Identity”
b. Restaurants and Coffee shops shall patronize local products that
promotes the La Trinidad identity, particularly; the La Trinidad Arabica
Coffee, Strawberries, Highland vegetables, flowers, and other food and
non food products which includes local arts and crafts.
MUNICIPAL TOURISM DEVELOPMENT PLAN, 2021-2025
La Trinidad, Benguet 39
 4 V a lle y o f C o lo rs C lu s te r
4 .1 .
C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f
A ttractio n B aran g ay Ptatu
S s o f O w n ersh ip
ro d u ct o f th e S ite E xistin g P ro p o sed
P h ys ical (A m en ities & In fra S u p p o rt)
D evelo p m en t R eq u irem en ts H u m an R eso u rce O th ers
D ev’t D evelo p m en t
O ff-S ite O n -S ite
A L L S IT E S A ll A ll to u ris m s ite s m u st O b s e rve th e fo llo w in g M in im u m H e a lth P ro to c o ls:
a . S a n itatio n
b . R e q u ire th e w e arin g o f F a c e M a sk s
c . P h ys ic a l D is ta n cin g (w ith g u id e/m a rk ers )
d . H e a lth c h e ck : U s e o f th e rm o -sc a n n e rs a n d lo g b o o k s fo r tra c in g a n d re c o rd ing .
e . A d va n c e b o o k in g o f c lie nts to a vo id c ro w din g .
La Trinidad Pico and Old Public    Improvement / Reconstruction of the La Trinidad  
Entrance Area Balili Wecome Welcome Arc to artistically and aesthetically exhibit
Arc its unique identity and brand
Strawberry Betag Established Public Strawberry picking Farm tour Improvement of the parking Training of farm Continuing
Farm (site is within Viewing Coffee shop space in front of the BSU tour guides improvement of
BSU Shopping for Tour of the Processing Center Training on Culture technologies on
reservation pasalubong in stalls processing center Construction of a view deck of Tourism for the strawberry
but farms along the road Shopping for Construction of toilets with farmers’ production and
being pasalubong in the structural design that association packaging
managed by Marketing Center addresses site limitations, Capability building Improvement of
the i.e, flood-prone, water on farm tourism irrigation
Swamp inadequacy, etc) Packaging of a Improvement of
Farmers, Installation of boardwalk Strawberry Farm sanitation system
Inc. under from the main entrance to Tour
the the Agri-Pinoy Trading
Cooperator Center and crossing to
Partnership the Strawberry Valley
Program of Hotel and Restaurant
BSU) Improvement of farm walk
pathways
Benguet State Balili Established Public/BSU Educational tours
University around the farms,
gardens and
processing center
Campus Tour
Shopping for
pasalubong
Bell Church Balili Established Private Viewing Designation of a
Picture-taking parking space for
Fortune-reading tourist vehicles near
the site
The Benguet Poblacion Established Public/ Museum visit & tour Standard-compliant Immediate term: repair of Continuous
Museum Provincial signage building (in the NCCA acquisition of
LGU pipeline) artifacts / museum
Medium to long-term: display materials
Construction of new
museum building
Cutflower Bahong, Established Private Trekking to the Guided tour to the Development of Designation & improvement Training of farm Continuing
Farms Alno and cutflower farms cutflower farms additional parking of footpaths for farm walks tour guides improvement of
(Alapang and Alapang Flower picking upon Cultural presentations spaces for tourist within the farms Capability building technologies on
Bahong) prior arrangement Dining/coffee shops vehicles Design and installation of on farm tourism cutflower
with farmers Development of information displays on the among the production and
 C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f B aran g ay Ptatu
S s o f O w n ersh ip P h ys ical (A m en ities & In fra S u p p o rt) H u m an R eso u rce
A ttractio n ro d u ct o f th e S ite E xistin g P ro p o sed D evelo p m en t R eq u irem en ts D evelo p m en t O th ers
D ev’t O ff-S ite O n -S ite
Including the near the farms sidewalks along the Bahong Cutflower Farms cutflower farmers packaging
20,000 country road for trekking to the (which can be installed at Training on Culture
roses farm farms certain points along the of Tourism for the
trekking route as well as in community
the Barangay Tourism Packaging of a
Information Center) cutflower Farm
Tour
Jeffrey's Bahong Developing Private Viewing Coffee shop Widening of parking Development of coffee
Visaya Farm tour Training on cutflower space on the road shop/dining facility
Ornamental Education & arrangement side Development of campsite
Landscape information about Tent camping Standard-compliant Design and installation of
(J-J cutflower production signage farm signage and
Evergreens n & landscaping education/ information
Blooms) displays
Living Gfts Alno Viewing Coffee Shup Widening of parking 
Nursery Farm tour space on the road
Shopping of plants side
Standard-compliant
signage
STOBOSA Balili Developing Private/ Mr. Viewing Viewing Installation of Repainting of Houses
Puyat Shopping for standard-compliant
pasalubong signage
La Trinidad Pico Established LTVTP: Shopping for Tour of the Trading Development of a
Vegetable Public/ Mun pasalubong Center facility tour product
Trading Post / LGU including tour
Benguet Agri- guiding materials
Pinoy Trading BPTC: Training of tour
Center Public/ guides
DA, BSU,
MLGU,
PLGU,
Farmers’
Assoc.
*Improve road access
to Alno Sites

Improve La Trinidad Welcome Arc

to communicate its unique Identity
4 .2 . L a T rin id a d H e a lth & W e lln e s s L a n d s c a p e C lu s te r
C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f
A ttractio n B aran g ay SPtatu s o f O w n ersh ip
ro d u ct o f th e S ite E xistin g P ro p o sed
P h ys ical (A m en ities & In fra S u p p o rt)
D evelo p m en t R eq u irem en ts H u m an R eso u rce O th ers
D ev’t O ff-S ite O n -S ite D evelo p m en t
The Master's Puguis Established Private  Farm tour  Homestay  Building for the  Financing for the
Garden  Training of farmers  Shopping for homestay, Alfresco café marketing
on organic farming souvenirs (key and & receiving and brochure of the
 Dining (upon prior chains, T-shirts, lecture hall site
arrangement with resin-based
owner) carvings)
 Alfresco café
featuring Benguet
Arabica Coffee and
special home-baked
pastries
 Training on organic
farming for kids
Lily of the Puguis Established Private  Farm tour  Cultural events (with  Widening and  Development and
Valley Organic  Training of farmers the involvement of improvement of the packaging of
Farm on organic farming the community) barangay road to the cultural events
 Homestay site with the
 Tent camping involvement of the
community
around the site
Garden of Life Puguis Developing Private  Farm tour  Dining  Widening and  Development of
Organic farm  Education/training  Homestay improvement of homestay and dining
on organic farming access road from the amenities and services
national road
 Installation of
standard-compliant
signage
Bantay Nature’s Pico Developing Private  Viewing  Installation of  Clearing/ dev’t of  Capability building
farm/ Bantay  Farm trekking standard-compliant pathway/trekking route on farm tourism
Dap-ayan  Training/education signage that connects the site
on agro-forestry  Opening and with the owner’s
 Harvesting of farm development of a residence near the road
produce horse trail connecting (as alternative to present
 Homestay the Puguis access to the farm which
 Tent camping & Communal Forest is via a steep, winding
picnics and the Bantay road)
 swimming pool Nature’s farm  Further development of
 Art gallery the site to meet the
service/amenity
requirements vis-à-vis
proposed tourism
activities
 Installation of on-site
signages and information
displays
Puguis Puguis Proposed Public/ Lodging and dining Installation of Detailed site development Training of tour Transfer of the
Communal Mun LGU services standard-compliant planning and actual guides communal forest
Forest Viewing signage development works to from DENR to LGU
Trekking Development of a cover the following Forest Protection &
Tent camping parking space for the o Improvement of access Management:
Puguis Communal road within the o Watershed
 C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f B aran g ay SPtatu s o f O w n ersh ip P h ys ical (A m en ities & In fra S u p p o rt) H u m an R eso u rce
A ttractio n ro d u ct o f th e S ite E xistin g P ro p o sed D evelo p m en t R eq u irem en ts D evelo p m en t O th ers
D ev’t O ff-S ite O n -S ite
Picnics Forest, at the start of Communal Forest Rehabilitation
Zipline the trekking route at o Construction/ Installation o Biodiversity
Children’s park the road side of buildings/facilities Conservation
rock climbing / (lodging and function o Forest
rappelling halls) Management
Horseback riding o Installation of Children o Institutional &
Facilities Policy Support
o Delineation and clearing Interpretive
of trekking trails and materials and
horse trails displays
o Installation of a zipline
o Clearing & development
of picnic & camp sites
o Water Harvesting
Facilities
o Waste Management
Facilities
o Installation of
Signages/Signboards
o Installation of site safety
and security measures
Talingguroy Wangal Proposed Private Farm tour Widening and Development of parking Training of farm Continuing
Strawberry Strawberry picking improvement of the spaces tour guides improvement of
Farms Viewing access road to the site Construction of site Training on Culture technologies on
Shopping for Installation of amenities including toilets of Tourism for the strawberry
pasalubong standard-compliant and rest areas farmers’ production and
Coffee shop signage Improvement of pathways association packaging
to the farms including Capability building
“walkable” footpaths within on farm tourism
individual farms Packaging of a
Development of a coffee Talingguroy
shop and pasalubong Strawberry Farm
center Tour
Ap-apunan - Wangal Proposed Public/ Viewing Widening and Site planning & Training of
Aduyon View Bgy LGU Tent camping improvement of development of the Ap- manpower to
Point Horseback riding access road from the apunan - Aduyon area to operate the site
Airsoft fun games Longlong-Lamtang identify and develop the
ATV Off-road riding National Road activity areas for the
Installation of proposed tourism activities
standard-compliant including the required site
signage amenities and support
infrastructures
4 .3 . E a s t M o u n ta in -R ive r A d ve n tu re T re k
C u rren t O w n ersh i T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f
A ttractio n B aran g ay SPtatu s of
ro d u ct p oS fite
th e E xistin g P ro p o sed
P h ys ical (A m en ities & In fra S u p p o rt)
D evelo p m en t R eq u irem en ts H u m an R eso u rce O th ers
D ev’t O ff-S ite O n -S ite D evelo p m en t
Shilan Shilan Proposed Public/ Trekking & camping (to Installation of standard- Clearing of trekking trail Training of tour Transfer of
Communal Mun LGU be developed in the compliant signage and campsite guides ownership of the
Forest short-term) Installation of basic communal forest
(proposed Proposed Ecopark (long- amenities at the camp from the DENR to
Shilan Ecopark) term) site the municipal LGU
Nature and “Green” Long-term: Development
Immersion Landscape of the site in accordance
tour wih the feasibility study
“Green” building tour already prepared for the
proposed Shilan
Ecopark
Mt. Yangbew Tawang Proposed Private Trekking Installation of standard- Development of basic Training of tour Possible acquisition
Camping compliant signage site amenities—toilets, guides of lots
Picnic Opening/clearing of wash area, picnic sheds,
viewing trekking trail connecting view deck
Shilan Communal Forest
and Mt. Yangbew
Bitu River Shilan Proposed Public/ Trekking Improvement of trekking Clearing & development, Training of tour
Adventures Bgy LGU Swimming trail from the jump-off as appropriate, of picnic guides
(Payugpog- River hiking point to the sites and and camp sites Technical
Binanga- Picnics & camping connect this with the Widening of natural pools assistance to the
Dinangking ecotourism activities at Installation of appropriate barangay LGU for
falls) the Shilan Communal waste management the development
Forest system for solid and of a management
Widening and liquid wastes system for the site
improvement of access Installation of site safety
road to the jump-off point and security measures
Installation of standard-
compliant signage
Cosmic Organic Beckel Developing Private Training on organic Harvesting of farm Standard-compliant
Farm farming produce signage
Farm tour Widening & improve-ment
dining of access road from the
Shilan-Lamut-Beckel
National Road
Shilan Farms Shilan Developing Private Farm tour Accommodation Standard-compliant Development of
Like Darjane’s Lecture on organic (homestay) and dining signage accommodation & dining
Garden and farming Widening & improve-ment facilities
Nature's of access road from the Improvement of existing
Garden Baguio-Bontoc National facilities (lecture hall,
Road visitor receiving area,
CR, etc)
ACA Farm Ambiong Proposed Private Farm tour Standard-compliant Farm development Training on farm
Lecture on organic signage including the amenities tourism
farming and vermi- Widening & improvement for farm tourism that
culture of access road from the correspond to the
Accommodation national road proposed tourism
(homestay) and dining activities
4 .4 . L a T rin id a d H id e a w ay A d ve n tu re T re k
C u rre n t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
Nam e of B a ra n g a S ta tu s o f O w n e rs hip P h ys ic a l (A m e n itie s & In fra S u p p o rt) H u m a n R e s o u rc e
A ttra c tio n y P ro d u c t o f th e S ite E x is ting P ro p o s ed D e ve lo p m en t R e q u ire m e n ts D e ve lo p m en t O th e rs
D e v ’t O ff-S ite O n -S ite
Mt. Kalugong Tawang Established Private Viewing Coffee shop Improvement and Development of a potable Training of tour Establishment of an
Ecopark Picnics Horseback riding widening of the water supply system guides including emergency/
Tent camping access road from Installation of solar power tour interpretive disaster response
Nature walk Tawang Brgy Hall to system to service at least materials system given the
Zipline: short zipline the site the coffee shop relative isolation of
(operational); long Improvement and the site
zipline (under widening of barangay
improvement) road from Baguio-
Lodging (at the poor Bontoc National Road
man’s cabin & in Cruz upto the site
traditional Ifugao
huts)
Tayawan Tawang Proposed Public/ Viewing Installation of Development of camping Training of tour Forging of a MOA
Heights Brgy LGU Rappelling standard-compliant and picnic site guides between the
Camping & picnic signage Repair of viewing shed and barangay LGU and
existing toilet the owner of the
Installation of potable water proposed campsite
& picnic area for
Installation of site safety the use of the
and security measures concerned property
for ecotourism
purposes
Boted Stone Tawang Proposed Private/ Viewing Installation of Development of camping Training of tour
Church Church Picture-taking standard-compliant and picnic site guides
signage
Mt . Yangbew Tawang Existing Private /  Eco-trek  Signages Development of camping Possible acquisition
Brgy. Viewing and picnic site of lots by LGU as
tourism investment
Tinedcaw Cave Tawang Proposed Public/ Cave exploration Installation of Profiling of the cave Training of tour
Bgy LGU Spelunking standard-compliant Installation of safety and guides
signage security measures
Clearing/ improvement
of hiking trail from the
Bgy Hall to the cave
Pipingew Cave Lubas Proposed Public/ Cave exploration Installation of Profiling of the cave Training of tour Acquisition of the
Bgy LGU Spelunking standard-compliant Installation of safety and guides right-of-way for the
signage security measures footpath to the
Development of cave
footpath from the road
to the cave
Dangag Cave Ambiong Proposed Public/ Cave exploration Installation of Profiling of the cave Training of tour
Bgy LGU Spelunking standard-compliant Installation of safety and guides
signage security measures
Improvement of
access road to the
jump-off pt.
Kerobee Farm Ambiong Proposed Private Shopping for Widening and Refurbishing of the Training of tour Display materials
pasalubong improvement of the processing center to make guide (to feature as well
Tour of the access road to the site this friendly for tourists and the processes in
processing facility Installation of keep them from wandering the production of
standard-compliant into sanitized areas) the raw materials
signage being processed)
4 .5 . V a lle y S id e E s c a p e
C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f S tatu s o f O w n ersh ip
B aran g ay P ro d u ct o f th e S ite P h ys ical (A m en ities & In fra S u p p o rt) H u m an R eso u rce
A ttractio n E xistin g P ro p o sed D evelo p m en t R eq u irem en ts D evelo p m en t O th ers
D ev’t O ff-S ite O n -S ite
Hedcor Mini- Alapang; Developin Private/  Guided tour of the  Adventure trek from  Standard-compliant  Site safety and security  Interpretive
Hydro Power Alno; g HEDCOR power plants for Poblacion to the signage at/near the measures displays/
Plant Trek Bineng academic and power plants and up start of the trekking materials &
business purposes to the pick-up point route signages
following the tunnels
Adivayan Bineng Developin Private  Swimming  Facilities &  Installation of  Development of site
Stream Resort g (including amenities for standard-compliant amenities/facilities/
swimming seminars/ signage services for seminars/
competition during conferences (with  Widening/ conferences
the Benguet accommodation and improvement of the  Improvement for DOT
Provincial Meet) dining services) provincial road standards for
leading to the site accreditation
Bineng Mini- Bineng Proposed Private  Viewing  Installation of  Construction of view deck  Training of tour
Rice Terraces  Trekking through standard-compliant with CR guides
the terraces signage  Improvement of trails

Tawid nen Bineng Developin     Training of tour

Sanoy (Andy’s g guides
Farm)  Training of the
farmers on culture
of tourism
Bineng Bineng Proposed Private  Viewing  Installation of  Identification of cutflower  Training of tour
Cutflower  Farm tour standard-compliant farms that can be guides
Farms signage included in the farm tour  Training of the
 improvement of footpaths farmers on culture
for the farm tour of tourism
Bungis Cave Bineng Proposed Public/  Cave exploration  Installation of  Profiling of the cave  Training of tour
Bgy LGU  Spelunking standard-compliant  Installation of safety and guides
signage security measures
 Improvement of
access road to jump-
off point
Manginaw Bineng Proposed Public/  Cave exploration  Installation of  Profiling of the cave  Training of tour
Cave Bgy LGU  Spelunking standard-compliant  Installation of safety and guides
signage security measures
 Improvement of
access road
Wangal School Wangal Proposed Public/  Cultural  Viewing and  Widening and  Repair and renovation of  Capacity building  Official
of Living Bgy LGU performances of education on improvement of the the old social hall of the of the surrounding registration of the
Traditions / the SLT students Benguet arts and access road to the Wangal Elementary community, presently
Ibaloy Cultural (done upon crafts (mini art gallery) school school to serve as the especially the organized
Village request in events  Cultural performances  Installation of cultural training center parents of the Parents-
outside the school) at the village standard-compliant  Site development of the SLT students, to Performers
 Training on Benguet signage Ibaloi Cultural Village participate in the Support Team
traditional dances development and into a SEC-
operation of the registered
cultural village association
4 .6 . L a T rin id a d G re e n T o u r
C u rren t T O U R IS M A C T IV IT IE S D E V E L O P M E N T R E Q U IR E M E N T S
N am e o f B aran g a S tatu s o f O w n ersh ip P h ys ical (A m en ities & In fra S u p p o rt) H u m an R eso u rce
A ttractio n y P ro d u ct o f th e S ite E xistin g P ro p o sed D evelo p m en t R eq u irem en ts D evelo p m en t O th ers
D ev’t O ff-S ite O n -S ite
Peril Burial Alapang Proposed Public/  Viewing of skeleton  Clearing/  Installation of a marker  Training of tour  Development of
Cave and Alno Bgy LGU remains improvement of  Installation of site safety guides interpretive
 Historical story- hiking trail from the and security measures materials
telling road to the site  Installation of basic
 rock rappelling  Installation of tourist amenities: CR &
 Trekking standard-compliant interpretation area
signage
Alno Alno Developing Public/  Guided tour around  Installation of  Measures to ensure  Interpretive
Ecological Mun LGU the facility standard-compliant safety and security of materials
Solid Waste  Education/lecture signage visitors
Management on the processing
Facility of bio-degradable
wastes (aerated
composting,
Mokusako Plant)
Alapang Alapang Proposed Public/  Trekking  Improvement of the  site development  Training of tour  Resolution of
Communal and Alno Mun LGU  Camping access road to the planning and actual guides conflicts on site
Forest  Jungle survival site development works ownership /
adventure  Installation of  Installation of site safety issues on land
 Cloud rat watching standard-compliant and security measures claims within the
signage communal forest
 Transfer of the
communal forest
from the DENR to
the LGU
 Forest Protection
& Management
Alno Alno Proposed Public/  Trekking  Improvement of the  Detailed site  Training of tour  Transfer of the
Communal Mun LGU  Camping access road to the development planning guides communal forest
Forest  canopy walk site and actual development from the DENR to
 Zipline  Installation of works to cover the the LGU
standard-compliant following:  Forest Protection
 bird watching o Camp Site
 cloud rat watching signage & Management
Development
o Eco trails
o Rainwater & Runoff
Ponds
o Waste Mgt Facilities
o Signages/ Signboards
o Installation of site
safety and security
measures
Alno Mountain Alno Developing Private  Swimming in the  Night concert  Widening and  Improvement of
Resort pool  Shopping for improvement of the accommodation facilities
 Dining and souvenir items access road to the to meet DOT standards
accommodation site for accreditation
 Tent camping  Conversion of the
private access road
into a public road
F ig u re N o 4 .7 . V A L L E Y O F C O L O R S T O U R IS M M IN I-C IR C U IT S
 5
Although the year 2020 is especially a most challenging time for tourism and travel, the Department of Tourism is nevertheless gearing towards safe
and secured sustainable tourism when the tourism activities will resume hopefully in the year 2021, deeply considering “Low Volume, High Value Tourism”.
After the on-going health crisis, tourism is regarded as an important driver for economic recovery. The said proposed actions (projects/ programs/ and activities)
are major steps towards improving the tourism experience of visitors in La Trinidad and its vision to become a premiere agri-eco-tourism destination in the
Cordillera.

The new tourism also involves effective regulation of visitors which means that all visitors and guests especially organized tours must be coordinated to
the La Trinidad Tourism Office. Also, all tourism sites and establishments must be inspected and monitored by the La Trinidad Tourism Office to assure that
establishments have complied with the MINIMUM PUBLIC SAFETY PROTOCOLS. Non-compliance by establishments of said protocols and other tourism
related policies and guidelines shall be the basis to recommend the non-operation of the same.

TIM E M AJO R E S T IM A T E D SUCCESS

STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E SPTRA
A T E G IC
R TNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
S trateg ic D irectio n 1: D evelo p m en t an d M arketin g o f C o m p etitive To u rist P ro d u cts
1.1 Developing Ensuring sustainable and improved tourist 2021-2022  Technical Services  300,000  Mun. Tourism  DOT Tourist sites comply
Competitive destinations that maintain health and safety  Training Office (MTO)  PTO with Minimum Health
Product protocols in compliance with s a fe a n d  Mun. Health  DPWH and Safety Protocols
Portfolios s e cu re tourism which gives confidence to Office  DOH which promotes safe
visitors and the community.  MDRRMC tourism activities and
(A ttache d G uide line s on N ew N orm a l products.
T ourism )
Undertake on-site and off-side development/  Civil works  100 million  Mun. Tourism  DOT Identified sites part of
improvement for the following priority sites  Technical services Office (MTO)  Beng. the tour itineraries
putting in mind the need to venture into s a fe  Financial/capital  MEO Provincial and packages of
a n d s ec u re tourism sites and experience 2021- assistance  OMAG Tourism Office ( visitors of La Trinidad
as provided by national and local agencies. 2025  MPDO  BSU
Cluster of sites shall be guides for site  BLGUs  DENR
improvements (See Chapter IV on Site Dev’t)  DA, ATI, NCCA

Improvement of the quality of tourism- 2021 -2025  Technical services  10 Million  Office of the  DOT Visitors to local
related events like the Strawberry Festival,  Logistics Mayor  PTO festivals have
Coffee Festival, Vegetable Week,  MTO  BSU increased
Foundation Day, and the barangay festivals  Concerned
to reflect the La Trinidad tourism brand, BLGUs
“Valley of Colors,” and make these events
part of the occasions to promote the tourist
sites of the municipality
Organization and conduct of special events 2022-  Technical  5 Million  MTO  DOT At least one special
to increase arrivals and promote as well the 2025 assistance  Concerned  PTO event organized per
tourism sites, such as:  Logistics BLGUs year
 TIM E M AJO R E S T IM A T E D S TR A T E G IC SUCCESS
STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E PARTNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
o sports events
o culture and arts events
o other events (fairs/conventions/ etc)
1.2 Raising quality Enactment of pertinent ordinances to 2021  Logistics  500,000  Sangguniang  DOT Inclusion in local
standards facilitate/support to the mandatory Bayan  PTO ordinances of
accreditation of primary tourism enterprises  MTO provisions supporting
(tour services and tour operators including the accreditation of
tourism enterprises
guides, tourist transport services,
accommodation establishments, MICE Number of accredited
facilities, tourism recreational facilities, tourism enterprises
foreign exchange dealers) as provided for have increased
under RA 9593, specifically by linking
accreditation with the issuance of business
license. More importantly, due to
extraordinary health challenges, promote
safe and secured attractions that
encompasses the quality of food products
and services

Inclusion in the pertinent local ordinances 2021-  Logistics  100,000  Sangguniang  DOT
provisions to support/facilitate the 2022 Bayan  PTO
accreditation new categories such as  MTO
hostels for youths/student groups/
backpackers, non-permanent
accommodations like campsites and other
movable forms of accommodation

Municipal LGU to organize and regulate 2021-  Logistics  400,000  Sangguniang  DOT
smaller enterprises such as food vendors, 2025 Bayan  PTO
souvenir stalls, local transportation services  MTO
to ensure that they are compliant with public
health and safety standards.

1.3. Intensifying Clarification, elaboration and securing 2021-  Technical services  1,500,000  MTO  DOT La Trinidad Tourism
marketing and stakeholder ownership of the tourism brand 2025  Funding for  Concerned  PTO Brand slogan and
promotion of La Trinidad implementation BLGUs  BSU logo finalized and
activities  Implementation of approved branding their use in
 Institutional and propose branding communication
designs to private and public works advocated to major
stakeholders
Preparation and implementation of an annual 2021-  Technical  1 Million  MTO  DOT Annual marketing
marketing and promotion plan: 2025 assistance on  PTO plan prepared and
marketing and  BSU implemented
• Conduct of consultation and workshops promotion
with stakeholders in the preparation of  Logistics Local budget for
the marketing and promotion plan tourism promotion
• Inclusion of the tourism marketing and
 TIM E M AJO R E S T IM A T E D S TR A T E G IC SUCCESS
STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E PARTNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
promotions plan in the annual and marketing has
investment program of the LGU increased

Design and development of promotional 2021-  Design services  1 Million  MTO  DOT Promotional
materials and marketing campaigns that 2025  Printing services  PTO materials and
communicate the tourism brand of La  Publication marketing campaigns
Trinidad and appeal to the target markets  Digital Services developed

Strengthening of market linkaging and 2021-  Logistics  1 Million  MTO  DOT Networks with travel
networking 2025  PTO and tour agencies,
 Establishment of linkages with travel and other cities/
tour agencies for the promotion of tour municipalities, and
packages concerned
 Establishment of sisterhood relations with groups established
other LGU’s as a way to linking up with
other tourist destinations
 Partnership with private institutions and
organizations such as backpackers,
mountaineers, bikers group, travel
agencies and other groups to promote
sites that appeal to specific market niches
 Linkage with Media

1.4. Facilitating Simplification of LGU tourism business set- 2021-  Logistics  500,000  MTO  DOT More Tourism
tourism up and business tax, accreditation, and 2025 enterprises registered
investments in licensing procedures, and establish a with the LGU
the municipality mechanism to address specific tourism
enterprises’ concerns pertinent to these
procedures

Identifying private sector investment 2021-  Logistics  500,000  MTO  DOT Tourism investment
requirements for the development of tourism 2025  PTO promotion materials
enterprises and undertaking investment  TIEZA prepared and
promotion drives to encourage take up of disseminated to
investment requirement potential investors

Obtain and disseminate information on 2021-  Logistics  500,000  MTO  DOT Knowledge and
available investment incentives, loan and 2025  PTO information on
venture capital support that can be  TIEZA potential financing
accessed by barangay LGUs and private sources compiled
sector groups in the development of tourism and disseminated to
products and enterprises the concerned
stakeholders
 TIM E M AJO R E S T IM A T E D S TR A T E G IC SUCCESS
STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E PARTNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
Design and implement a livelihood 2021-  Funding for  1 Million  MTO  DOT Deserving
assistance program for private 2025 Livelihood  PESO  DOLE beneficiaries to the
owners/managers of tourist attractions that assistance  DTI Tourism Livelihood
will increase their capital and technical  DOST Assistance Program
assets to undertake on-site development provided with captal
(especially those affected by the pandemic). and/or other needed
support
S tra teg ic D irec tio n 2: Im p ro v e M arket A c ce ss, C o n n ectiv ity, D estin a tio n In frastru ctu res , an d S u stain a b ility
2.1 Improvement of Development, widening and improvement of 2021-  Civil works  100 Million  MTO  DPWH Travel time and cost
transportation access roads to the tourist sites (see off-site 2025  MEO  DOT of travel to tourist
system to the development proposals Chapter 4), including  Concerned attractions
tourist sites road beautification to sites BLGUs decreased
Organize legitimate local transport groups 2021-  Technical support  100,000  MTO  DOT Public transport
that will cater to the needs for transportation 2025  PTO services for tourists
services of tourists to the sites in the different available
barangays of La Trinidad
2.2. Provision of Completion and operation of the Municipal 2021-  Civil works  5 Million  MTO  DOT Tourists provided with
timely and Tourist Assistance and Information Center 2025 Personnel to  MEO  PTO adequate and timely
adequate and sub-office at the the Strawberry Farm man the center  Concerned information
information to • Design and construction of  Funding for BLGUs
tourists building/structure – inspired by reproduction of
indigenous architectural designs and the information
tourism brand, “Valley of Colors” materials
• Reproduction of the marketing and  Equipment
promotional materials to be made support
available at the Center
• Training of personnel to man the center/s
• Acquisition and installation of equipment
to be used for information dissemination
and orientations that will be provided to
tourists.
• Tie up with media outfits and
organizations as multipliers to further
promote tourism messages.
Institutionalizing an effective coordination 2021-  Logistics  200,000  MTO  DOT Accommodation
with the accommodation establishments for 2025  Funding for the  PTO establishments
an organized and consistent dissemination of printing of effective serving as
information to tourists information and tourist information
 Design and printing of information promotional centers for their
materials to be distributed to materials guests
accommodation establishments for their
guests
 Regular updates and corresponding
promotional materials given to
accommodation establishments
concerning events being organized for
tourists considering safety protocols.
 TIM E M AJO R E S T IM A T E D S TR A T E G IC SUCCESS
STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E PARTNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
Installation of appropriate and standard- 2021-  Resource person  1 Million  MTO  DOT Information boards
compliant tourist information boards and 2025 to help design  MEO  PTO and guide signs
guide signs, specially along access routes information boards/  Concerned installed in strategic
 Identification of specific sites where to guidesigns BLGUs sites along access
locate tourist information boards  Funding for routes
production
 Design, production and installation of  Manpower for
tourist information boards and guide installation
signs
2.3. Promoting Safe  Health Safety Protocols observed by 2021-  Policy/Ordinance  100,000  Sangguniang  DENR Tourism Sites
and Sustainable Tourism sites in preparation for the 2025  Executive Order Bayan  DOH observe the new
Tourism Sites full opening of tourism  Logistics  MTO normal health safety
 Environmental preservation  Budget for public  MENRO protocols and
considered in developing tourism consultations tourism promotes
sites by policy. cleanliness and
environmental
 Implementation of ordinances that protection.
promote cleanliness and sanitation
(Anti-momma/Spitting, Anti-Littering,
Anti Smoking rules, etc.)
 Safety structures in place
S tra teg ic D irec tio n 3: Im p ro v e In stitu tio n al, G o v ern an ce ,H u m an R eso u rc es C ap ac ities, an d In sp ire R eco v ery

3.1 Improving the Enactment and implementation of the La 2021-  Logistics  3 Million  Sangguniang  DOT La Trinidad Tourism
capacity of the Trinidad Tourism Code that will define 2025  Budget for public Bayan  PTO Code enacted and
LGU and local specific policies and guidelines on the consultations  MTO implemented
stakeholders to management the municipality’s tourism  Funding for
effectively industry, to include the following: Personnel
manage the  Regulate tourism arrivals especially in
development of  Trainings
considering the safety of the
La Trinidad as a
community.
tourist
destination,  Environmental Fees that will regulate
including the tourism activities as well as support
institutionalization income generation from tourism for the
of coordination maintenance and protection of tourism
mechanisms with assets of La Trinidad
the DOT and  Provide a functioning Tourism Office
other concerned complete with needed personnel.
agencies and  Guidelines and standards for tourism
organizations frontliners– tour guides,
accommodation establishments,
transport groups and others
 Guidelines and policies on pricing,
collection and sharing of revenues
 Protection of women and children from
exploitation that may result from
tourism
 TIM E M AJO R E S T IM A T E D S TR A T E G IC SUCCESS
STRATEG Y D E S C R IP T IO N O F A C T IV ITIE S FRAM E RESOURCE F U N D IN G L E A D O F F IC E PARTNER IN D IC A T O R /
R E Q U IR E M E N T TA R G E T O U TP U T
 Appropriation of funds for tourism
development and management
Strengthening the local institutional support 2021-  Logistics  200,000  Sangguniang  DOT Local Tourism
to tourism, particularly by capacitating the 2025  Budget for Bayan  DILG Councils are
following bodies: workshops and  Office of the  PTO organized and made
 Municipal Tourism Council seminar Mayor functional La Trinidad
 Barangay Tourism Council  MTO Tourism Board with
 Municipal Tourism Board capability building
support
Formulation of a Tourism Manpower 2021-  Technical assistance
 500,000  MTO  DOT Capability Building
Capability Building Plan for La Trinidad to 2025  Budget for  PTO Plan prepared and
benefit major stakeholder groups workshops endorsed for funding
3.2. Developing the Conduct of training on farm tourism for 2021-  Training  500,000  MTO  DOT Concerned farmers
capacities of local farmers associations in the strawberry and 2025 resources  OMAG  PTO trained and practicing
communities to cutflower farms  Concerned  DA and BSU farm tourism
participate as a Conduct of training for tour guides and other 2021-  Training  500,000  MTO  DOT All tour guides are
competent, well- front-liners at the community level 2025 resources  PTO trained
motivated and Organization and capacitation of 2021-  Training  500,000  MTO  DA People in the
highly-productive cooperatives and people’s organizations to 2025 resources  OMAG  JVOFI communities,
tourism workforce effectively establish and operate livelihood  Budget for  Concerned  DTI organized to
enterprises that will take advantage of the livelihood BLGUs  DOLE effectively operate
market opened up by increased tourism viable tourism-related
livelihood projects
3.3. Strengthening the Integrating the “Culture of Tourism 2021-  Logistics  100,000  MTO  DOT Culture of awareness
culture of tourism Awareness” discussions and assessment in 2025  Concerned  PTO discussions form part
among the barangay assemblies particularly in areas BLGUs of the agenda in
communities that host major tourist attractions, including barangay assemblies
Information dissemination of tourism in barangays that
programs host tourist attractions
Strengthening of the Barangay Tourism 2021-  Logistics  200,000  MTO  DOT Barangay Tourism
Councils to lead in social preparation and 2025  Concerned  PTO Councils have clear
shepherd the “Culture of Tourism BLGUs agenda to advance
Awareness” in their respective barangays the culture of
(which includes legislations that will awareness among
aesthetically improve their areas) their communities
Conduct of “Culture of Tourism awareness” 2021-  Seminar  200,000  MTO  DOT One seminar
seminars for communities that advocates 2025 resources  Concerned  PTO conducted per
compliance to the tourism brand of La  Logistics BLGUs barangay that host
Trinidad tourist attractions
2.4 Stimulate Provide Trainings (online and face to face) 2021  Funding for  1,000,000  Mun. Tourism  DTI Affected business
Economic and Livelihood Grants to Pandemic-affected Trainings Office  DOT establishments will
and Tourism tourism –related and registered  Funding for  LEIPO  DA recover losses from
Recovery establishments and provide alternative grants the suspension of
avenue for marketing tourism products.  Logistics tourism due to
pandemic.
 6

GENERAL GUIDELINES ON OPENING OF TOURIST ATTRACTIONS

UNDER THE “NEW NORMAL”

1. 1 G e n e ra l G u id e lin e s :

In light of the New Normal of Tourism being adopted by governments worldwide, prospective tourists and the general public must have prior knowledge of
travel and tour requirements and the health and safety measures instituted to protect both tourists / guests and industry service providers, ensure ease of
travel, and build back tourist confidence.

1. The Tourism Offices, Tourism Destination Management, and Tour Operators or Guides are encouraged to conduct information dissemination through
various media regarding travel to the different sites or destinations for tourism or other purposes.

The information campaign shall include, among others, the following:

a. R eq u ired travel d o cu m en ts needed as prescribed by the guidelines of movement of people, such as:
- Barangay Health Certificate of No COVID - 19 Symptoms for the past 14 days and other pre-conditions as required by the Department of Health;
- City or Municipal Health certification; and
- Travel Authority from the local police office.
b . N ew N o rm al H ealth an d S afety G u id elin es for travel and tours to include essential information such as:
- List of tourism sites already open;
- The need for pre-booking;
- Where and how to book;
- Schedule of tours;
- Allowable number of guests per day and remaining tour slots;
- Mode of payment, refunds and re-bookings;
- What guests have to bring (PPE, face masks and hand sanitizers);
- Encourage guests to prepare / bring food, medicine, and other basic personal necessities to minimize stops along the way; and
- Other information as may be deemed necessary.
2. The Provincial, City and Municipal Tourism Offices, Tourism Destination Management and Tour Operators are to encourage prospective clients or guests to
travel with persons belonging to the same household or safe bubble group.
3. Provide clear, consistent and up-to-date communication to customers on new health & hygiene protocols, both digitally and on sites.
4. Inform guests about support available if questions and concerns arise. Staff facing the guests should be trained and prepared to answer questions, resolve
challenges such as presence of guest having symptoms, address situations where guests do not comply with the guidelines and share protocols before and
during trip to reassure the traveler.
To ensure the security and safety, ease in bookings and travel to various sites and destinations, guests are highly encouraged to avail of the services of DOT -
Accredited Tour Operators

TO U R IS M A C T IV ITIE S S H A L L O B S E R V E TH E F O L L O W IN G :

1. Tourists are required to present their negative COVID test result (not through Rapid antibody-based test) prior or upon entry to the locality. This is in addition
to required travel documents needed as prescribed by the guidelines of movement of people by respective MLGUs.
2.Pre-booking is highly encouraged. This is to ensure a limited number of guests in accordance with their New Carrying Capacity.
3.Prospective clients or guests are encouraged to travel with persons belonging to the same household or safe bubble group.
4.Reduced tour guide – tourist ratio on all guided tours.
5.Operators of tourism destinations to re-organize the tour itinerary or activity to limit the contact with local communities whenever is possible.
The itinerary on farms tours and nature trails should be on a one way direction to manage the flow of the tourists to promote orderly movement and avoid
overcrowding.
6.Signages concerning health and safety protocols should be highly visible on every tourism destinations.
7.Tour orientation should be done in an area wide enough to allow physical distancing among the guests. The personnel conducting the orientation must wear
a face mask and observe at least two (2) meters distance from guests. The orientation should include the health and safety protocols put in place by the
Philippine Government and the LGUs.

P R O TO C O L S F O R TO U R IS M D E S T IN A T IO N S M A N A G E M E N TS

Tourism establishments shall adhere to the following protocols:

1. Body temperature checks using Thermal Scanners are to be undertaken for all VISITORS. Guests with temperature above 37.5 °Celsius and/or showing
signs and symptoms of COVID - 19 are to be politely turned down will be taken to an established isolation area and referred to the nearest health facility for
proper LGU response. For monitoring and possible contact tracing, the registration form must include the following information:
Name of guest
Age
Sex
Residential address
Mobile or landline number
Point of origin and recent travel history
2. Only one representative of the group shall be allowed to approach the reception counter and fill-out the registration form(s) and other documents.
3.Marked and separate ENTRANCE and EXIT.
4.Footbaths at the entrances.
5.Strategically located hand washing areas.
6.Tour orientation should be done in an area wide enough to allow physical distancing among the guests. The personnel conducting the orientation must wear
a face mask and observe at least two (2) meters distance from guests. The orientation should include the established health and safety protocols.
7.The itinerary on farms tours and nature trials should be on a one way direction to manage the flow of the tourists to promote orderly movement and avoid
overcrowding.
8.Consider visitor flow to ensure ease of visitor traffic and prevent congestion in certain areas such as holding / waiting areas and registration areas

9. Health and Safety of Tourism frontliners (guides, porters, etc.) shall be considered.
All tourism personnel/workers are to adhere to New Normal Guidelines as prescribed under DOH COVID-19 protocols (Annex B: DOH COVID-19 protocols),
such as:
a. Thorough hand washing with soap and water or hand hygiene with alcohol-based hand-rub before starting work and
regular washing of hands after every encounter with guests.
b. Wearing of face mask at all times, face shield maybe used whenever applicable.
c. Observing good respiratory hygiene by covering the mouth and nose with a tissue or blowing into bent elbow when
coughing or sneezing;
d. Always observe physical distancing protocols in all parts of the tour;
e. No wearing of pieces of jewelry (e.g., rings, bracelets, watches, earrings, exposed body piercings, etc.); and
f. Observance of proper personal hygiene (e.g. clipped fingernails, observance of company-imposed personal sanitation,
etc.).
g. No Smoking and No Chewing / Spitting of Momma
h. Guides and porters are to maintain physical distance with their guests at all times except when assisting their guests
in difficult terrain and / or where the safety of their client may be compromised during critical situations. Handshakes,
high fives, and other similar gestures between guests to guests and guests to guides is discouraged.

N E W N O R M A L TE R M S :

1. N ew N o rm al: The Inter–Agency Task Force (IATF) for the Management of Emerging Infectious Diseases defines the "New Normal" as emerging behaviors,
situations, and minimum public health standards that will be institutionalized in common or routine practices and remain even after the pandemic while
the disease is not totally eradicated.

2. N ew C arryin g C ap acity. The allowable number of individuals in a given location concerning restriction posed by the threat of COVID-19 and the
environmental impact posed by the tourism activity. Tourism officers shall strive:
-To recommend to the different Municipalities to reduce the carrying capacity of their destinations and the tour guide – tourist ratio.
-To recommend for the pre-registration (advanced booking) of tourists to the different tourism destinations.
-To recommend for the gradual reopening of our destinations upon lifting the suspension of tourism activities by the IATF (first to residents, then local
tourist - within the province, then within CAR then from low risk regions and so on…)
3. S afe B u b b le. A group of individuals who belong to the same household or group and are confirmed to be non-virus carriers and have the necessary health
certification issued by the appropriate agency.

N E W N O R M A L TO U R IS M P O L IC IE S :

 All existing policies of every tourism destinations, not in conflict with these guidelines or on any provisions under the health and safety standards
prescribed by the DOH, DTI, DOLE and DOT, are to be implemented.
 Careful and Gradual reopening of tourism destinations upon lifting the suspension of tourism activities by the IATF is recommended (first to residents,
then local tourist - within the province, then within CAR then from low risk regions and so on…).
 Safety and Security of both tourists and the community shall be considered.
1. 2 S o c ia l M a rk e tin g :

In his 5th State of the Nation Address (SONA) on September 27, 2020, President Rodrigo Duterte enjoined Filipinos to help boost the economy by
travelling locally once the necessary health protocols are in place. Similarly, in a message for the world tourism day, the Department of Tourism assured that
works are underway for the safe and gradual opening of the tourism industry: “We have been given this time of tourism closure to transform the crisis into an
opportunity; a chance to rebuild tourism on the foundation of safety, sustainability, inclusiveness, and resiliency. Let us remain steadfast in our commitment to
pursue equitable and responsible growth as the legacy of our industry.” The Department of Tourism under Memorandum Circular No. 2020-002 signed by
National Tourism Secretary Bernadette Romulo-Puyat, pursuant to Republic Act 11469 or Bayanihan to Heal As One Act directed the adoption of new normal
protocols and strategies in preparation for the gradual opening of local tourism.

With such move, the tourism directions of a locality shall be communicated prior to the safe and gradual opening of tourism sites. For this purpose, a
social marketing plan shall be in place to guide the tourism stakeholders of La Trinidad under the so-called New Normal. The Inter–Agency Task Force (IATF)
for the Management of Emerging Infectious Diseases defines the "New Normal" as emerging behaviors, situations, and minimum public health standards that
will be institutionalized in common or routine practices and remain even after the pandemic while the disease is not totally eradicated. A “New Normal Tourism”
was established by the Department of Tourism for such purposes.

Since the move involves the changing of behaviors of the community to adopt into new prescribed behavior, there is a need to create a social
marketing plan since social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or
abandon a behavior for the benefit of individuals, groups or society as a whole. Social marketing is marketing designed to create social change, not to directly
benefit a brand. Using traditional marketing techniques, it raises awareness of a given problem or cause, and aims to convince an audience to change their
behaviors.
O b jective Targ et A u d ien ce M ed ia S trateg y P ro d u ct an d M ed ia Tim elin e K ey P erfo rm an ce In d icato rs
(Inform the public the G eneral P ublic E m ploy both T raditional T raditional M edia: 1. ____percent com pliance by
necessary C om m unity (La T rinidad-w ide) and N ew M edia C ontinuous R adio and T V the public (less violators)
Q uarantine G uidelines spots (also connected to ____percent of T V /R adio
and H ealth *A lso use G ov't ow ned M edia's social m edia spots com pleted
P recautions) m edia tools ( S ocial m edia accounts)
pages) 2. IE C on P ress B riefings
N ew M edia: ____percent
P ublish/post IE C m aterials on com pliance by the
G ov't ow ned pages public (less violators)

A nsw er Q ueries from the ___percent response

P ublic received via S M S and rate to queries
Internet
(In form S take h old e rs T o u rism site s C o n sulta tio n/ _ _ C o m p lia n ce of
o f G u ide lin e s) sta ke ho ld ers M e e tin g sta ke ho ld ers
1 .3 T o u ris m R e c o ve ry D ire c tio n s :

For decades, the tourism industry had been a driving contributor in the increase of economic activity throughout the world. These activities and progress,
however, brought with them various problems and challenges that must be addressed through a sustained and comprehensive action and planning – tasks
which were inherent in governments. Tourism development and promotion were among the mandated functions of Local Government Units (LGUs) as
provided by the Local Government Code of 1991 (RA 7160). The National Tourism Act of 2009 (RA 9593) likewise encouraged LGUs to ensure that they
prepared and implemented a tourism development plan. After all, tourism development could not be implemented without taking into consideration the
planning of tourism which involved the management of tourist destination areas, and in such a way that tourism minimized the social and environmental
impacts and provided full socio-economic growth.

A sustainable tourism development for the

Municipality of La Trinidad must be aligned to the
country’s National Tourism directions towards a
globally competitive, environmentally sustainable,
and socially responsible tourism industry that
promotes inclusive growth in a safe and secure
environment.

The New Corona Virus Disease of 2019, or CoViD-

19 pandemic came as unfortunate development
which crippled the global tourism and travel
industry. Millions of tourism and travel workers in
the world have lost their jobs and livelihood), while
the global economy is in shambles. Our country
also experienced a major halt in its economic
industries because of the drastic, but necessary
and valid measures imposed by both the local and
national governments to contain the public health
emergency of CoViD-19. The local economy is
unfortunately not spared and will take the brunt of
lost markets -- from our agriculture and trading
industry to our travel and tourism. The Local
Government Unit must plan for the slow and safe
resumption of tourism to save the economy and
keep socio-economic development in place. The
action plan must address mitigation interventions,
preparation, and recovery actions.

* S e e A c tio n P lan (C h a p te r 5 ) fo r S p e c ific P ro g ra m s, P ro je c ts , a n d A c tivitie s