Intayun iloccccsurr!!

 The bustling cobbled streets, and well-preserved colonial-era brick houses along Calle Crisologo in the heritage city of Vigan are among the most photographed spots in travel posts about Ilocos Sur.  

Others highlight the province’s mouthwatering delicacies—empanada, bagnet, and longganisa—while some marvel at the colorful kalesa (horse-drawn carriages). While these remain the province’s most iconic features, Ilocos Sur offers more than picturesque streets and food. Hidden in its hills, valleys, and plains are new attractions waiting to be discovered. 

“INTAYON (Let’s Go), Ilocos Sur!,” the newly launched tourism branding of the provincial government, aims to spotlight these emerging wonders.  

Unveiled by Governor Jerry Singson on Saturday, September 27 during Pammadayaw – the Ilocos Sur Tourism Stakeholders and Awards Night at the Provincial Farmers Livelihood Development Center in Vigan City, the campaign shifts focus to what he calls the slogan’s seven pillars.  

In the governor’s words, each pillar shows a unique side of Ilocos Sur. The tagline is meant to serve not just as a slogan but as an invitation, promise, and vision. 

“Let’s do it together. It is a call that embodies the soul of Ilocos Sur—a province that is festive, welcoming, and united, always ready to share its stories with the world,” Singson said.

The seven pillars   

The first pillar, Intayon Makipagragsak (Let Us Celebrate), highlights the province’s vibrant festivities and heritage celebrations. 

These include the Ilocos Sur Festival held annually from late January to early February, the Tobacco Festival in Candon City which honors the Cry of Candon and the province’s role as the nation’s tobacco capital, and the Namunganayan Festival of Suyo which showcases the community’s deep commitment to preserving cultural roots.  

The second, Intayon Apasyar (Let Us Explore), invites visitors to discover natural and historical treasures, from the twin falls of Pinsal in Santa Maria and the booming Aw-asen Falls in Sigay to the Spanish-era churches of Bantay and Santa Lucia, along with the panoramic mountain towns of Quirino and Cervantes.  

“Third, Intayon Makibegnas (Let Us Participate) is a call to honor and respect our Indigenous Peoples,” Singson said. “Of the province’s 32 towns and 2 cities, 14 are upland municipalities home to IP communities whose rituals, crops, and stories form the roots of our identity. They remind us that true progress embraces both tradition and inclusion.”

The fourth, Intayon Padasen (Let Us Experience), promotes hands-on activities such as creating burnay or red clay jars, kattukong or gourd hats, and other Ilocano crafts.  

Saturnino Mandac, a fourth-generation gourd hat maker, expressed his gratitude to the provincial government for featuring his craft and said he was honored to share his knowledge during the kattukong demonstration.   

“It is always my honor to teach this to the younger generation. I was glad to see students from Banayoyo, Santa, Bantay, and other towns enjoy the two-day demo,” he said.

Mandac explained that creating one kattukong takes about 15 days, with prices ranging from ₱4,500 for basic designs to ₱6,500 for intricate details.  

The fifth, Intayon Mangan (Let Us Eat), focuses on Ilocano cuisine as one of the most exciting parts of travel. 

“Every plate tells the story of heritage and hospitality transforming each one into a cultural journey,” Singson stated.

The sixth, Intayon Aggatang (Let Us Shop), supports local goods and One Town, One Product (OTOP) initiatives, where each purchase sustains livelihoods and upholds tradition. 

From Caoayan’s Abel Iloko woven fabrics and Sinait’s garlic products like fried garlic and chili garlic oil, to San Juan’s buri handicrafts and Sugpon’s creamy ube halaya and jam, Ilocos Sur offers a rich variety of local specialties.  

The seventh, Intayon Aglangoy (Let Us Swim), highlights the province’s 18 coastal towns such as Cabugao, Santa, Narvacan, Santiago, and San Esteban. These towns offer unique charms ranging from pristine beaches ideal for water sports to abundant fresh seafood that delights visitors.  

These seven pillars together form the foundation of the province’s genuine, inclusive, and sustainable tourism brand: INTAYON, Ilocos Sur.  

By encapsulating the spirit of culture, heritage, and tradition, the campaign not only opens doors to travelers but also reignites local pride and empowers communities to carry the province’s colorful past and distinct roots toward an inclusive and developed tomorrow—one celebration, one story, and one shared experience.

https://pia.gov.ph/features/ilocos-sur-invites-travelers-with-its-seven-tourism-pillars/