CHAPTER 2
TOURISM LANDSCAPES
The tourism industry performance of Naawan in 2023 remained stable with most
visitors coming from within Misamis Oriental and nearby provinces. Although the
number of foreign tourists was low, the steady local tourist arrivals reflect
Naawan’s growing appeal as an emerging eco-tourism destination. The
municipality continues to promote its natural attractions and aims to further
develop its tourism potential.
2.1 Tourism Industry Performances
Table 1: The number of visitors in Naawan in the year 2023
The graph shows the annual tourist arrivals in the Municipality of Naawan for the
year 2023. It presents the number of visitors from within Misamis Oriental, other
provinces, and foreign countries, showing how tourism in Naawan is mostly
supported by local visitors.
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The figure below presents the comparison of tourist arrivals by origin for the year
2023:
Figure 1: Annual tourist arrivals in Naawan for CY 2023
The graph shows the number of annual tourist arrivals in the Municipality of
Naawan for the year 2023. It illustrates that most visitors came from within
Misamis Oriental, making up 64.43% (37,234 tourists) of the total arrivals. This is
followed by 35.46% (20,827 tourists) from other provinces, while 0.11% (67
tourists) came from foreign countries. The data highlights that Naawan’s tourism
is primarily driven by local visitors, reflecting its growing popularity as a nearby
travel destination within the province.
2.2 Marketing Analysis
Naawan is a developing municipality located along the coastal area of Misamis
Oriental in Northern Mindanao. It is rich in natural attractions, marine resources,
and cultural heritage, all of which support its growing tourism industry. Its
strategic location along the Cagayan-Iligan Corridor provides easy access for
travelers and investors, making the town an emerging destination for eco-tourism
and agro-tourism in the region. The presence of waterfalls, beaches, and
farmlands makes Naawan ideal for nature, cultural, and adventure-based tourism
activities.
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Nature-based tourism is one of the main attractions in Naawan. The municipality
has more than twenty-six (26) waterfalls including the popular Kanapulan Falls
and Mambuntan Falls, which attract visitors for trekking, swimming, and
sightseeing. These natural sites promote environmental awareness and provide
income for local guides and businesses offering transport and food services. The
scenic views of the upland areas also strengthen Naawan’s image as a peaceful
nature destination ideal for exploration and eco-adventures.
Cultural and festival tourism also plays a key role in promoting Naawan’s identity.
The annual Wahig Festival from the Higaonon word meaning “water,” highlights
the town’s close connection to its aquatic resources and indigenous heritage.
Held every second week of May, the festival includes street dancing, music, and
local food exhibits that draw both local and regional visitors. It promotes
community unity, supports local businesses, and increases awareness of
environmental conservation and cultural preservation.
Beach and coastal tourism are also important parts of Naawan’s tourism
development. Facing Iligan Bay, the municipality has several beach resorts,
including La Concepcion Beach Resort and BEAT Naawan Resort, which serve
visitors looking for recreation and relaxation. Common activities include
swimming, kayaking, sunbathing, and beach volleyball, making Naawan a
popular weekend destination for people from nearby cities such as Iligan and
Cagayan de Oro. The increasing popularity of coastal tourism provides local jobs
and creates a higher demand for better facilities and services.
In addition to its natural and cultural attractions, Naawan promotes agro- and
marine tourism as part of its sustainable economic development. The town’s
fertile land and abundant water supply support the growth of abaca, bamboo, and
cacao, which the local government considers priority products for livelihood and
export. Agricultural and fisheries programs led by Mindanao State University at
Naawan improve the production of fish and marine goods, supporting the
municipality’s One Town, One Product (OTOP) program focused on seafood and
processed fishery products. These efforts link tourism with agriculture, allowing
visitors to experience local farm life while promoting sustainable food production
and community-based enterprises.
According to 2023 tourism data, Naawan recorded a total of 58,718 tourist
arrivals. Most visitors were local tourists from within Misamis Oriental making up
64.43% of the total, while 35.46% came from other provinces and regions in the
Philippines. A small portion, 0.11%, were foreign visitors, showing potential for
international promotion and partnerships. These numbers highlight Naawan’s
growing popularity among domestic tourists and its ability to attract a consistent
number of visitors despite being a developing municipality.
By combining its natural attractions, cultural heritage, and agricultural resources,
Naawan is gradually developing into a sustainable eco-tourism hub in Northern
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Mindanao. With continuous improvements in infrastructure, environmental
management, and community involvement, the municipality aims to promote
economic growth, create jobs, and improve the quality of life for its residents
while protecting the environment for future generations.
2.3 Economic Situation
Naawan’s economy mainly relies on agriculture, fisheries, and its growing eco-
tourism sector. As a 4th-class municipality along the Cagayan-Iligan Corridor, it
benefits from its strategic location near major cities like Iligan and Cagayan de
Oro, which supports trade and business activities. Agriculture remains the
primary source of livelihood, with about 6,714 hectares of land used for crops
such as coconut, rice, corn, and mango. The Municipal Agriculture Office
promotes four priority products such as Abaca, Bamboo, Cacao, and Dairy
(ABCD) to encourage sustainable farming and local employment. Fisheries also
play an important role, with the town’s One Town, One Product (OTOP) focused
on fish and marine resources supported by MSU-Naawan’s research and
aquaculture programs. Tourism continues to grow, featuring attractions like
Kanapulan Falls, La Concepcion Beach Resort, BEAT Naawan Resort, and the
annual Wahig Festival that promotes local entrepreneurship. Financial institutions
such as Naawan Community Rural Bank, FICCO, and LANDBANK, along with
remittance services like Palawan Pawnshop, M Lhuillier, and Cebuana Lhuillier,
help sustain local commerce. Overall, Naawan’s economy continues to progress
through sustainable agriculture, fisheries, and tourism development, contributing
to inclusive growth for its residents.
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2.4 Tourism Products and Services
Kanapulan Falls
Figure 2: The refreshing waters of Kanapulan Falls
Kanapulan Falls is located in Barangay Tagbalogo, Naawan, is one of the
municipality’s most popular natural attractions. It is surrounded by lush greenery
and has a refreshing pool suitable for swimming. Visitors can enjoy trekking
along forest trails leading to the falls, making it a great destination for eco-tourists
and adventure seekers. The gentle sound of the flowing water and the cool
breeze create a peaceful environment for relaxation and nature appreciation.
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Mambuntan Falls
Figure 3: The natural beauty of Mambuntan Falls
Mambuntan Falls is located in Upper Lubilan, Naawan is a scenic waterfall
known for its clear waters and peaceful surroundings. It is a popular spot for both
locals and tourists who enjoy trekking, sightseeing, and swimming. The area also
serves as a picnic site, giving visitors a quiet escape from the busy town center.
Its accessibility and natural beauty make it one of the main attractions of
Naawan’s inland tourism.
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Bolyok Falls
Figure 4: The captivating view of Bolyok Falls
Bolyok Falls, located in Sitio Mahanggub, Barangay Lubilan, is a peaceful
destination ideal for trekking and swimming. It is surrounded by dense forest
vegetation, providing a refreshing escape into nature. The falls’ clear waters and
quiet atmosphere offer visitors a calm and relaxing experience, making it one of
Naawan’s lesser-known but beautiful attractions.
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San Isidro Labrador Parish Church
Figure 5: The historic San Isidro Labrador Parish Church
Established in 1955, the San Isidro Labrador Parish Church is the first and
mother parish of Naawan. It stands as a symbol of faith and tradition for the
locals. The church’s architecture reflects both simplicity and strength, embodying
the deep spiritual roots of the community. It is also the central venue for religious
activities including the annual fiesta in honor of Saint Isidore the Laborer.
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Pauli-ong Ancestral House
Figure 6: The heritage-rich Pauli-ong Ancestral House
Built in the early 1900s, the Pauli-ong Ancestral House is one of Naawan’s
important heritage landmarks. Made mostly of wood, it preserves the traditional
design of a Naawanon home. It was once the residence of Ms. Virginia P.
Labadisos, a former Municipal Treasurer. Today, the house stands as a reminder
of Naawan’s colonial history and architectural craftsmanship.
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Wahig Festival
Figure 7: The Lively Wahig Festival celebration
The Wahig Festival is Naawan’s annual cultural celebration held every second
week of May. The word “Wahig,” derived from the Higaonon term for “water,”
represents the town’s close connection to its rich water resources. The festival
features colorful street dances, parades, and cultural performances that promote
environmental awareness, community unity, and pride in Naawan’s heritage.
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La Concepcion Beach Resort
Figure 8: The pristine shoreline of La Concepcion Beach Resort
Located in Sitio Simanoc, Poblacion, La Concepcion Beach Resort is a top
destination for beach lovers. The resort offers activities such as swimming,
kayaking, boating, and beach volleyball. It has become a popular getaway for
families and tourists seeking relaxation and scenic coastal views. Its clean
surroundings and calm waves make it one of Naawan’s most inviting seaside
destinations.
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BEAT Naawan Resort
Figure 9: The peaceful ambiance of BEAT Naawan Resort
BEAT Naawan Resort, located in Barangay Maputi, combines modern leisure
and natural beauty. It offers facilities for swimming, sunbathing, and water sports,
serving both local and foreign visitors. Its beachfront location provides a beautiful
view of Iligan Bay, and its well-kept amenities make it an ideal place for
recreation and social events.
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REDGs Green Village Camping Site and Wellness Hub
Figure 10: The relaxing atmosphere of REDGs Green Village Camping Site
and Wellness Hub
Located in Barangay Mat-i, REDGs Green Village Camping Site and Wellness
Hub is a nature inspired retreat that offers camping and spa services.
Surrounded by greenery, it promotes relaxation and wellness in a calm setting.
Visitors can enjoy eco-friendly accommodations and activities that help reduce
stress and reconnect with nature.
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Monte Olivia Camping Hill
Figure 11: The scenic highlands of Monte Olivia Camping Hill
Monte Olivia Camping Hill, located in Barangay Lubilan, is an emerging mountain
attraction known for its wide scenic views and peaceful atmosphere. It offers
opportunities for camping, hiking, and wellness retreats. The hill’s cool climate
and open landscape make it an ideal destination for outdoor enthusiasts and
nature lovers seeking both adventure and relaxation.
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Figure 12: Various processed fish products from the MSU-Naawan Fish
Processing Plant
The figure shows a collection of processed fish products developed by the
Mindanao State University at Naawan Fish Processing Plant (SMFT). These
include bottled products such as Bangus Cephalin, Bangus in Oil, Kinamatisang
Bangus, and Premium Style Sardines, as well as dried and smoked fish varieties
packaged for retail. Each product represents the municipality’s effort to promote
its One Town, One Product (OTOP) initiative through sustainable fish processing
and value added seafood production. These goods are made using locally
sourced fish and are widely sold as delicacies and souvenirs, reflecting
Naawan’s strong link between fisheries research, innovation, and community
livelihood.
Tourism Services and Facilities
Naawan offers several tourism related services to support its growing visitor base.
The town features major accommodations such as La Concepcion Beach Resort,
BEAT Naawan Resort, Rosewood Tourist Lodge, MSU-Naawan Hostel, and Mat-
i Mountain Resort for comfortable stays. Tour services like Explore Serenity and
Emchester Ticketing Outlet assist travelers in arranging their trips. Local souvenir
shops, including the Naawan Pasalubong Center, offer handcrafted goods and
food products. For convenience, the town provides financial services through
Naawan Community Rural Bank, FICCO, LANDBANK ATM, Palawan Pawnshop,
and Cebuana Lhuillier.
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