San Juan, municipality of the Philippines in the province of La Union
San Juan is a small coastal town in La Union province on the Philippines, known for its long sandy beach and waves that attract surfers of all levels. The town has resorts, guesthouses, restaurants, and cafes scattered along the main road that runs parallel to the shore.
Originally called Baratao or Baltao, the town was an important settlement from the late 1500s onward. It did not have a permanent church until the early 1800s and became a formal parish in 1918 after suffering destruction and rebuilding during several conflicts.
The town is named after its patron saint, Saint John the Baptist, and celebrates his feast day on June 24th with street dances and community gatherings. Pottery making has long been part of local culture, with artisans crafting earthenware from nearby clay that is sold in markets throughout the region.
The town is easy to explore on foot and most accommodations are within walking distance of the beach. Surfboards can be rented or lessons arranged, while tuk-tuks and motorcycles are available for reaching farther locations.
The town was introduced to the surfing scene in the early 1990s by an Australian-Filipino surfer who opened a small resort with just three rooms in 1992. From this humble beginning, the place grew into a recognized surf destination with expanding infrastructure.
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