Despite its rich natural and cultural heritage, Apayao continues to face challenges in attracting and retaining visitors. From 2011 to 2017, the province recorded the steepest decline in tourist arrivals among the CAR provinces, with an estimated −22% average annual growth. Consequently, Apayao’s share of total regional arrivals has continued to decrease even as overall Cordillera tourism rises. Accommodation data further reflect this trend, with an average occupancy rate of only 2.84%, an average length of stay of 1.78 nights, and 3.78 guests per room, indicating that most tourists visit only for the day without staying overnight.
However, despite recording 33,192 tourist arrivals in 2024, Apayao still lags behind other provinces within the Cordillera Administrative Region (CAR) in both visitor volume and length of stay. This persistent gap highlights the need to strengthen Apayao’s tourism framework through structured, inclusive, and sustainable initiatives that improve visitor retention, stimulate local livelihoods, and reinforce the province’s identity as the “Last Nature Frontier of the North.”
These conditions emphasize the importance of developing an experiential community-based tourism approach that integrates environmental stewardship, cultural preservation, and economic participation. Such alignment supports Apayao’s designation as a UNESCO Biosphere Reserve, where sustainability, inclusivity, and heritage conservation form the foundation of its long-term development.
VISION
We envision Apayao as a multi-sensory paradise of the North, where tourists experience nature’s treasures and the Iyapayao’s vibrant culture. As a premier destination for community-based and sustainable tourism, Apayao celebrates the harmony of culture, nature, and people — inspiring travelers to see, hear, smell, taste, and touch the province’s authentic way of life while promoting environmental conservation, local pride, and inclusive growth.
MISSION
To create immersive, inclusive, and sustainable travel experiences that connect visitors with Apayao's seven municipalities through the five senses. Our mission is to empower communities, preserve indigenous culture, and protect the environment, promoting responsible tourism, local pride, and shared growth while strengthening Apayao's identity as a harmonious and sustainable destination.
PRODUCT OBJECTIVE
To develop and promote Apayao Sense-sation: Nature's Heart, Culture's Soul as a sustainable community-based cultural tourism product that enhances visitor experiences, supports local livelihoods, and strengthens Apayao's identity as a UNESCO Biosphere Reserve and the "Last Nature Frontier of the North". This initiative recognizes Apayao's growing potential as a sustainable destination and seeks to address existing challenges in its tourism industry while fostering innovation, inclusivity, and cultural preservation.
GOALS
To increase the contribution of tourism to local socio-economic development, poverty alleviation, and environmental conservation in Apayao through multi-sensory, community-based tourism initiatives
