Why San Vicente is becoming Palawan’s newest must-visit destination
Often overshadowed by El Nido, Coron, and Puerto Princesa City, the town of San Vicente is quietly gaining recognition as Palawan’s next major tourism destination.
Located three hours from the Underground River and two and a half hours from El Nido, it sits at the center of Northern Palawan—home to the Philippines’ longest beachfront.
A quiet town making its mark
San Vicente offers a tranquil alternative to Palawan’s more crowded tourist spots. Known for the white-sand beaches of Port Barton and the 14.7-km stretch of Long Beach—the second longest in Southeast Asia—the town is beginning to draw international attention.
Fueled by social media exposure and interest from backpackers, the area recorded 87,106 overnight visitors in 2023, a 310 percent increase from the previous year. That upward trend continued in 2024 with 90,491 tourists, reflecting the area’s growing appeal.
Port Barton in particular attracts adventurous travelers from Europe and Australia who are drawn to its laidback vibe, quiet beaches, and rich marine life.
Domestic tourists are still relatively few, but international guests, especially during the dry season from December to February, come in steady numbers. Many are older Australians, Canadians, and Europeans who stay for weeks at a time, supporting the rise of guesthouses, eco resorts, and island-hopping tours.
The destination also appeals to digital nomads and solo travelers who value the slow pace and remote work-friendly atmosphere.
A growing destination for investment
The quiet rise of San Vicente has captured the attention of early investors.
While midscale accommodations continue to serve the backpacker market, there is rising demand for upscale lodging. The town currently has 913 keys in operation, with 1,686 more in the pipeline across nine upcoming projects, including a township development.
Its designation as the first Flagship Tourism Enterprise Zone (FTEZ) by the Tourism Infrastructure and Enterprise Zone Authority (TIEZA) strengthens its investment appeal. This status ensures that growth is guided by sustainability principles and responsible land use, positioning San Vicente as a model for eco-conscious tourism development.
With its natural beauty and early stage progress, the town is increasingly attractive to investors seeking long term opportunities.
With growing interest in destinations like San Vicente, developers are increasingly seeing the value of localized market insights and on-the-ground expertise. These help shape projects that not only respond to long term growth trends but also reflect evolving priorities around sustainability and community involvement.
Improving access is key
Accessibility remains one of San Vicente’s biggest hurdles.
San Vicente Airport currently operates just one domestic route—from Mactan-Cebu International Airport—with only three weekly inbound flights. Over land, the town is about three hours away from both Puerto Princesa and El Nido. As a result, it is often visited as part of a multi-stop Palawan itinerary, especially by backpackers.
Still, its location between two of Palawan’s biggest tourism centers gives it strong potential to become a new hub. Improving air connectivity and expanding accommodation options will be critical in transforming San Vicente from a side trip into a standalone destination where travelers can stay longer and explore more deeply.
A promising future for San Vicente
San Vicente may still be under the radar, but its transformation is well underway. Tourist arrivals continue to grow, new developments are taking shape, and investor confidence is building.
With careful planning and a continued focus on protecting its natural assets, the town is poised to become one of Palawan’s most vibrant and sustainable tourism hubs—offering travelers a peaceful escape and investors a rare early-mover opportunity.
As tourism in the Philippines evolves, destinations like San Vicente present a strong case for long term value.
For those looking to take part in this growth, drawing on reliable local knowledge and experienced development support can make all the difference in building thoughtful, future-ready projects.
The author is a researcher for Hotels, Tourism, and Leisure at Leechiu Property Consultants Inc.
