The La Union Surfing Break was conceptualized and launched in 2006 to educate and expose surfing to the general public through proper teaching methods. Timed during semestral break, the target market of the event was students from Manila, Baguio and other Northern Luzon cities. Among the three other well-known surf sites in the Philippines --- Siargao in Surigao del Norte, Baler in Aurora and Daet in Camarines Sur --- La Union is the most accessible for those coming from Mega Manila. The event turned the beach cove of Urbiztondo, San Juan, La Union into the likes of one hot summer getaway in Boracay.

The staging of La Union Surfing Break in the past four years was a tremendous success if we are to gauge by the steady increase of the number of people that participated in the event, as well as the media coverage and exposure it generated. This national surfing event has positioned La Union as the Surfing and Active Lifestyle Holiday Destination of the Philippines. It was also told that the activity has become a “buzz word” in the surfing community.

Now on its 5th year, this year’s La Union Surfing Break promises to be bigger in terms of attendance and beach-oriented fun activities which will further promote the dominance of the province as the premier surfing destination and will promote the La Union “lifestyle” with surfing as the iconic product of the province.

In the bigger picture, the La Union Surfing Break is a real nudge to La Union’s over-all tourism industry as well as other business ventures. With the expected influx of people coming over, the goal in the end is to ensure the event leaves a trail of small business start ups, idea transfers, and enough momentum to promote La Union as a sports and adventure destination as well as the premier surfing destination in North Luzon, prepared and ready to take on an influx of tourists.