From Rank 25 to Top 6: A Collective Vision for Baler / Aurora Tourism

Hotel Atienza
Sep 3
3 min read

Baler, Aurora—the birthplace of Philippine surfing—is already a household name among domestic travelers and adventure seekers. In recent travel rankings, Baler proudly stands at around #25–26 among the Top 30 destinations in the Philippines.

But here’s the truth: Baler and or Aurora deserves to be in the Top 6—right alongside Boracay, Palawan, Bohol, Siargao, and Cebu.

And together, we can make it happen.

Where We Are Today

Visitor Base: Aurora Province welcomed 3.28 million visitors in 2024, making it one of the busiest provincial destinations in the country. Most visitors are still domestic, but the growth potential for international tourism is enormous.

Official Recognition: With Republic Act 11957, Baler is now officially recognized as the Birthplace of Philippine Surfing. This is a global brand asset unique to us.

Global Spotlight: Aurora has been nominated in the World Travel Awards 2025 as Asia’s Leading Regional Nature Destination. This shows that the international travel community is starting to take notice.

Infrastructure in Motion: The Dr. Juan C. Angara Airport expansion and road improvements will make Baler more accessible than ever. These are game-changers.

The Goal: Rise to the Top 6

Our shared ambition is clear:

Position Aurora as one of the Top 6 beach and nature destinations in the Philippines, comparable with Boracay, Palawan, Bohol, Siargao, and Cebu.

The Road Map to Success

1. Air Access

Push for direct ATR-72 flights from Manila and Clark once the airport terminal is completed.

While waiting, build “Fly Clark, Drive Baler” packages that make travel seamless for foreign tourists.

2. Signature Experiences

Establish the Baler Surf Heritage Circuit (Sabang – Charlie’s Point – Ermita Hill – Museo de Baler).

Host international surf competitions and cultural festivals that anchor tourism demand.

Develop Aurora Nature Loops combining waterfalls, cliffs, coves, and heritage houses.

3. Unified Branding & Marketing

Launch a destination brand: Visit Aurora – Birthplace of Philippine Surfing.

Scale the Baler Hotels & Resorts FB Group (40,000+ members) as an official co-op marketing channel.

Focus marketing on Korea, USA, Japan, Australia, and India—top growing source markets for Philippine tourism.

4. Accommodation & Investment Growth

Scale room supply with eco-lodges, prefab pods, and glamping units through iMIC PreFab House.

Leverage TIEZA incentives and Aurora’s Investment Code to attract resort operators and investors.

5. Sustainability & Inclusivity

Cap visitors at sensitive sites (like Ditumabo Falls) to prevent overuse.

Establish eco-fees reinvested into lifeguards, sanitation, and water systems.

Train locals as surf instructors, tour guides, and hospitality professionals.

The Role of Local Vloggers 🎥

One of Aurora’s greatest strengths is its homegrown storytellers.

Local vloggers and content creators have been tirelessly showcasing Baler’s waves, waterfalls, food, culture, and warm community spirit. Their videos and posts reach thousands—often millions—of viewers online, serving as powerful invitations for travelers to discover Aurora.

At Hotel A, we are committed to fully supporting these vloggers. But they need more than just our support—they need the collaboration of every stakeholder:

Hotels and resorts can host and feature vloggers.

Restaurants and cafes can partner with them for food and culture stories.

Tour operators can provide access to hidden gems for authentic content.

Local government can amplify their reach by integrating their works into official promotions.

Together, we can empower Aurora’s vloggers to become our strongest ambassadors to the world.

A Call for Collaboration

The rise of Baler will not be built by one group alone. It requires everyone’s hand—hoteliers, resort operators, tour guides, investors, vloggers, local businesses, and government.

Hotel Rupert A, Casa Herminia, The Waves at Socorro, and www.imicsynergy.com are committed to this vision. But we need you.

If you’re a hotel or resort owner, join us in joint promotions.

If you’re a local business, let’s collaborate on authentic experiences.

If you’re an investor, explore opportunities with prefab lodging and eco-resorts.

If you’re a vlogger, keep telling Aurora’s story—we’ll stand with you.

If you’re a traveler, choose Baler, support local, and share the experience.

Why This Matters

Tourism growth means:

Jobs for our people

Opportunities for entrepreneurs

Revenue for the province

Preservation of culture and environment