Brief History and Facts

According to the PGLU this coastal community is driving its local economy by balancing historical preservation with active sports tourism and traditional manufacturing to sustain year-round visitor arrivals and protect local livelihoods.

In San Juan, La Union, this development strategy centers on the town’s identity as a major surfing destination. The local tourism office notes that Urbiztondo Beach serves as the primary hub for surfing, skimboarding, and beach volleyball, culminating in the annual La Union Surfing Break held every October.

Beyond the coast, the town maintains its traditional pottery industry in Barangay Taboc, where local craftsmen produce and sell earthenware of various sizes and designs. Historical sites, including the Spanish-era Baluarte watchtower ruins, the St. John the Baptist Church, and the inland Candaroma Hidden Spring, form key parts of the municipality’s cultural heritage.

Originally known as Baratao with origins dating back to the late 16th century, the municipality was already established when La Union became a province in 1850. Today, the local government continues to leverage these historical roots alongside its modern tourism sector, hosting its patronal fiesta every June 24 and its annual town fiesta during the third week of December.

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SOURCE: PGLU