North Philippines Visitors Bureau

What is NPVB?

The North Philippines Visitor Bureau (NPVB) is a non-stock, non-profit organization created in 2006. Founded by the Manila North Tollways Corporation (MNTC), NPVB was created for the purpose of promoting tourism in North and Central Luzon, primarily through meetings, incentives, conventions and exhibitions (MICE) and by enhancing the visitor experience in the region.

With its vision to re-establish North Philippines as the preferred domestic tourism destination, the organization brings together tourism stakeholders from North Philippines and partners in the private sector who believe that developing tourism in North Philippines will contribute to the economic development of the local communities.

It has a network of 10 Convention and Visitors Bureaus (CVBs). These CVBs are in Bulacan, Pampanga, Greater Clark, Greater Subic Bay, Tarlac, Pangasinan, La Union, Baguio, Ilocos Norte and Cagayan. Each of these CVBs is private-sector led, and their members include prominent individuals belonging to the tourism trade in their locale.

NPVB assists in the organizational development of its network of local CVBs by regularly conducting capacity building seminars such as Events Management Training Seminars, Organizational Development Training Seminars, Events Financing Seminars, and Membership Orientation Seminars, among others. These seminars are open to CVB members and other local tourism stakeholders, and have been attended by professors of the academe, students majoring in tourism, and local as well as regional DOT and LGU tourism officers and staff.


The North Philippines Visitors Bureau (NPVB) will be the lead private sector organization that will re-establish North Philippines as the preferred domestic tourist destination in the country.
The NPVB will build its internal strength and capability through its membership base and create value for its members through tourism-related activities.

It will create a strong network of local Convention and Visitors Bureaus (CVBs) in North Philippines that will stimulate private sector involvement in establishing and supporting tourism marketing initiatives.

It will be the lead private sector tourism marketing organization of the region, and recognized by both the government and private sector as such.


The northern part of the archipelago boasts of numerous beaches, pilgrimage and cultural sites and adventure spots that make it a destination worth exploring for any traveler.  In 2006, the Manila North Tollways Corporation and a number of private individuals banded together with a goal to attract more tourists to visit and re-discover the endless possibilities offered by North and Central Luzon, or North Philippines, in terms of tourism – this came to be known as the North Philippines Visitors Bureau (NPVB).

This non-profit organization is composed of local Convention and Visitors Bureaus (CVBs) tasked to create and implement activities that will attract not only tourists but also businesses to their respective provinces and thereby boosting the economic potential of their area.  CVBs are already in place in 10 areas namely Baguio, Bulacan, Greater Clark, Ilocos Norte, Cagayan North, La Union, Pangasinan, Pampanga, Greater Subic Bay and Tarlac.

In addition to the Manila North Tollways Corporation, several partner organizations and corporations lend support to NPVB. These include Victory Liner, Smart Communications, Robinsons Land and McDonald’s.

Now on its fifth year, NPVB recently organized a media familiarization tour dubbed Victory Liner-NPVB Lakbay Norte Media Fam Tour for several travel writers and bloggers to help promote the destinations in North Philippines.  With a fully-wrapped Victory Liner bus as vehicle, the whole group toured North Philippines for 8 days, starting with a visit to Cagayan and ending with Pampanga as the last destination of the tour.  The whole tour was highlighted by adventure and cultural activities offered in the different provinces – sandboarding in Ilocos Norte, kayaking and rappelling in Cagayan and Baguio, surfing in La Union, island-hopping in Pangasinan, zip lining in Subic and horseback-riding in Clark among others.  The group also enjoyed sampling the local cuisines and delicacies in each of the provinces visited.

With NPVB’s Executive Director Mel Dizon and the newly elected Board of Trustees for 2010-2011 composed of Renato U. Ticzon (President), Carmen Tayag-McTavish (Vice President), Arlene G. Magtibay (Treasurer), Marivic Del Pilar (Secretary), Lydia Co and Margot Torres, NPVB is only looking at tighter collaboration and more creative and effective means to promote North Philippines.

With its battle cry – “Rediscover the North!” and with the constant vigilance of its members, NPVB’s vision to re-establish North Philippines as a preferred domestic tourist destination may not be a far-fetched reality.


NPVB derives its funds from grants, donations, members’ contributions, partnerships, sponsorship, and through fund raising projects.

Major Projects

Northbound Magazine

A quarterly publication of the North Philippines Visitors Bureau featuring the destinations, attractions, accommodations and cuisine of North Philippines.

30,000 copies are distributed for FREE in resorts, hotels and CVB member establishments.

Contact us for ad or directory listing inquiries.

Cover of the latest issue of Northbound magazine

Tourism Roadside Directional Signs

NPVB has erected over 200 roadside directional tourism markers in North Luzon, with the assistance of SMART, McDonalds and Robinsons Land Corporation. These roadside markers use the color brown – the international color for tourism directional markers. The project is endorsed by the Department of Tourism and the Department of Public Works and Highways.

Contact us for sponsorship inquiries.

Lakbay Norte

An 8-day, 8-night media familiarization tour of North Philippines for 20 travel media writers and bloggers on board a Victory Liner bus.

The second staging of Lakbay Norte is scheduled for January24 to 31, 2011.

Contact us for sponsorship inquiries.

Bus Ads

These are 20”x78” rear bus panel ads in Victory Liner buses. 80% of the ad promotes travel to or events in North Philippines, and 20% is for sponsors’ branding.

Contact us for sponsorship inquiries.


A new look at the North through Video and Short TVC.
The program calls out to students who are film and video enthusiasts, inviting them to deliver fresh and creative views on North bound travel based on inspirations from Lakbay Norte 2010.

Deadline for submission of entries is on November 15, 2010.
Awarding Ceremonies will be held on December 4, 4 p.m., at the Events Place of Robinsons Galleria.
This project is presented by NPVB together with the Manila North Tollways Corporation, and is brought to you by Robinsons Land Corporation, Victory Liner, Nikon, R.O.X. and Samsung.




Festival Tent

Festival Tent

Upcoming Projects

Tourist Information Kiosk

Envisioned to be on-line and interactive, this touch screen tourist information kiosk will provide tourist travel assistance. It will contain data like How to Get There, How to Move Around, Lodging, Dining, Shopping, Activities, and Tourist Services.

The kiosks will be placed along the gas stations along the NLEX. Its prototype was unveiled during the Philippine Travel Mart held last September 3 to 5 at the SM Megatrade Hall.

MICE Catalogue

A catalogue featuring the meeting, conference and convention facilities in North Philippines. NPVB is currently in the process of identifying its Co-Presentors for the project.

MICE Catalog

Officers and Staff

Board of Trustees
PRESIDENT: Renato U. Ticzon – VP for Marketing, MNTC (Representing the Founding Members)
VICE PRESIDENT: Carmen McTavish – Chairman, Greater Clark Visitors Bureau (Representing the CVBs)
TREASURER: Arlene G. Magtibay – General Manager, Robinsons Land Corporation (Representing the Corporate Members)
SECRETARY: Marivic Del Pilar – Victory Liner, Inc. (Representing the Corporate Members)
Margot Torres – VP for Marketing, Golden Arches Inc. / McDonald’s (Representing the Corporate Members)
Lydia Co – Chair of Tarlac Conventions and Visitors Bureau (Representing the CVBs)

Administration and Staff


What is a CVB?
A Convention and Visitors Bureau is a private non-stock, non-profit membership-based organization of local tourism stakeholders. It is private sector-led and run like a private enterprise. Its primary thrust is the promotion and marketing of a specific locality or destination. The CVB is an organization that promotes tourism destinations through revenue-generating promotion materials, events and conventions.

What are the objectives of a CVB?
To maintain an organizational machinery that will promote local tourism attractions, destinations and activities; and, attract meetings, congresses and conventions to the province. This will be achieved primarily through promotional material and events meant to draw tourist traffic to the area.

To conduct a continuing program to promote the province as a tourist, incentive and convention destination, taking into account the views and aspirations of all stakeholders, both private and public.

Who can be members of a CVB?
A CVB is open to entities or individuals with direct or indirect economic, social or cultural interests in tourism such as hotels and resorts, tour operators and travel agencies, professional congress and exhibit organizers, event organizers, transport operators, restaurants, handicraft and souvenir stores, students and the academe, and others.

What are the benefits to members?

  • Marketing and promotions support
  • Industry support in terms of access to information and research
  • Networking with other tourism-related enterprises
  • Opportunity to sub-contract projects and events to develop economic activity in the province

What are the requirements to organize a CVB?

  • SEC Registration
  • Trustees, Officers (incl. Executive Director), Advisers
  • Marketing Plan
  • Membership and partners
  • Fund-raising plans
  • Initial fund-raising event or activity
  • Launching of the CVB
WP Post Tabs