Something special is happening in San Nicolas, Pangasinan—and travelers are clearly taking notice.
In 2025, tourist arrivals in the town surged to 186,628 visitors, more than double the 90,726 recorded in 2024. For a quiet mountain town once known mostly to locals, the growth feels nothing short of remarkable.
According to Tourism Officer Marc Angelu Victor, the increase—around 106 percent—didn’t happen by accident.
Careful planning.
Improved facilities.
And a growing online buzz.
Local government investments in site upgrades and development played a major role, Victor said in a phone interview. But just as powerful was the wave of exposure from vloggers and content creators, whose videos introduced San Nicolas to travelers across the country.
Getting there is now easier, too.
The opening of new road networks linking the town to Cagayan Valley has made San Nicolas far more accessible. The Villa Verde Road in Barangay Malico now serves as a vital gateway to Nueva Vizcaya and nearby provinces, turning what was once a long journey into a scenic drive.
At the heart of the tourism boom is Malico.
With 97,932 visitors, it emerged as San Nicolas’ top destination. Known for its cool, refreshing climate—often compared to Baguio City and Benguet—Malico was officially named the “summer capital of Pangasinan” by the provincial government in 2023.
Visitors come for the misty mornings, pine-lined roads, and much-needed escape from the heat.
Next on the list is Agpay Eco Park, which welcomed 49,058 visitors. The park offers lush greenery, a natural swimming pool, and a heritage bridge built in 1969. Victor said the site has been fully developed since Mayor Alicia Primicias Enriquez first visited it during her initial term in 2019.
Completing the trio is Puyao Picnic Grounds, which drew 39,638 visitors. A seasonal favorite during summer, Puyao charms guests with its riverside setting and cozy cottages. Both Agpay and Puyao saw especially heavy foot traffic during Holy Week.
While Puyao is currently undergoing rehabilitation after damage from last year’s calamities, Victor said restoration is well underway. The site is expected to be fully ready in time for the long holidays in the first quarter of the year.
Another crowd-puller? The town’s Christmas Park, which added festive cheer—and more visitors—toward the end of 2025.
Looking ahead, San Nicolas is taking steps to balance growth with sustainability. Starting this year, a ₱20 environmental fee will be collected from visitors to Puyao to help preserve the area.
For San Nicolas, the numbers tell a clear story.
From hidden gem to rising destination, Pangasinan’s “summer capital” is no longer just a cool escape—it’s a place people are coming back to, again and again.
