Sands of La Paz: From movies to tourism

LAOAG CITY—The La Paz sand dunes in Ilocos Norte have gained attention as one of the most picture-perfect locations for movies that demand a setting similar to wide coastal deserts in Middle Eastern countries.

Among the movies shot here were “Temptation Island,” the “Ang Panday” series and the Hollywood film “Born on the Fourth of July.”

However, during the past two years, the La Paz sand dunes have boomed into a hotspot for adventure sports, luring more tourists to Ilocos Norte.

The dunes used to be enjoyed mostly by locals who owned four-wheel drive vehicles and motorbikes, but in recent years the nongovernment LEAD (Laoag Eco-Adventure Development) Movement has developed activities to promote the place and boost tourism.

“The sand dunes in La Paz are unique, so we must [think of ways to] use them and offer [something different to tourists],” says Ericke Tan, a member of the LEAD Movement.

La Paz is an 85-square-kilometer coastal desert, with scattered sand dunes ranging from 10 to 30 meters high. The steep slopes, contours and the quality of sand make La Paz suitable for various adventure activities. Its proximity to the Padsan River and the coastline facing the West Philippine Sea makes the area suitable for water-based activities.

In August 2009, the LEAD Movement introduced “sandboarding” as a new tourist attraction. “The sport owes its popularity to bloggers who wrote their experiences and circulated these on the Internet,” said Tina Tan, a LEAD member.

She said sandboarding gained popularity six months after the group launched it, largely through marketing in the Internet.

Sandboarding is a unique activity found only in Ilocos Norte. “It’s not an easy sport but that adds to the thrill. You only need balance and the courage to conquer your fear,” said Czar Manangan, another LEAD member.

Aside from sandboarding, tourists can try “dune bashing”—riding in four-wheel drives across the dunes, rapidly climbing and descending steep slopes.

LEAD members said more activities could make tourists spend the entire day at La Paz. This is why the group is developing other adventure sports, such as mountain biking and kayaking.

Bike rides are offered free for children.

Reny Tan, LEAD president, said biking to the fishing villages helps tourists learn about the La Paz.

“When you talk about tourism, it has a domino effect. When tourists come to La Paz, the eateries, tricycle and ‘calesa’ drivers, down to the ‘sari-sari’ stores benefit,” Tan said.

Department of Tourism records showed that tourist arrivals in Ilocos Norte increased from 181,300 in 2008 to 191,300 in 2010.