At the August edition of KapiHANN at Swissôtel Clark in Hann Resorts, the Pampanga Press Club welcomed a guest whose reputation for championing heritage and the arts has already left a mark across Central Luzon—Mayor Susan Yap of Tarlac City.
Newly seated as city mayor after a transformative term as Tarlac governor, Mayor Yap spoke with her identifiable passion about her bold mission to make Tarlac City not just a stopover, but a destination.
Breathing New Life into a City Icon
One of the cultural jewels already shining under her leadership is the Carlos P. Romulo Library, restored and modernized during her time as governor. Today, it welcomes 800 to 1,000 visitors daily, from students to inbound guests, and houses relics of the great diplomat and Pulitzer Prize winner himself. When Romulo’s grandchildren recently visited, they left impressed by the preservation and presentation of their family’s legacy.
But Mayor Yap isn’t stopping there—she envisions building a new library for Tarlac City, blending modern facilities with rich local history to make it both a learning hub and a tourist draw.
Food Tourism: A Taste of Tarlac
For Mayor Yap, food is identity and she’s working closely with marketing teams to brand Tarlac City as a culinary destination. Think indigenous recipes passed down through generations, like Burong Babi, paired with fresh market produce in a vibrant new city marketplace her administration is planning. She pictures a scene where visitors from Metro Manila, just an hour and a half away, can spend a day exploring Tarlac’s food scene, then return home satisfied.
Festivals with a Story
Tarlac City’s Pana Pana Festival, celebrated every January, is set for a cultural refresh. Mayor Yap wants its name to better reflect its origins. During the media forum, she explained the noticeable act of shooting arrows in honor of St. Sebastian’s martyrdom incorporated in the previous streetdance choreography editions. For her, a festival must be anchored on a compelling story, something that resonates with locals and intrigues visitors enough to experience it firsthand. This something to watch out for this January 2026!
Champion of the Creatives
From visual arts to fashion design, Mayor Yap is actively building more platforms for Tarlac’s creative talents. She’s seen artworks sell quickly at local exhibits, a sign of both talent and market potential. Musicians are within her radar for skill development programs, while Tarlac City’s scenic spots are being positioned as prime locations for film shoots.
It’s not just talk—films like Goyo, Ang Batang Heneral and Heneral Luna have already showcased Tarlac City’s landscapes, and she hints at an upcoming Netflix production shot right in Tarlac City – better keep those subscriptions updated!
Why Tarlac City is Poised for Tourism Growth
Beyond its cultural and creative heartbeat, Tarlac City tops one of the best peace and order records in Central Luzon—a huge plus for travelers and investors. This is backed by rapid police response and effective case resolution, even with a leaner force, according to Mayor Susan Yap.
Mayor Yap also sees ease of doing business as a tourism driver. With strategic proximity to NCR, she’s targeting investments in boutique hotels, luxury accommodations, and unique dining spots—amenities that can keep travelers in the city longer.
She envisions a future where Tarlac is more than a “day-trip and stay” city, where visitors can explore museums, enjoy a vibrant market scene, indulge in native delicacies, attend an arts festival, and unwind in accommodations that rival those in nearby cities like Angeles.
A Legacy of Cultural Advocacy
During this media forum, Mayor Yap have spoken much about cultural transformation during her stint as the provincial executive head. I made a quick research about her accomplishments on culture and the arts. From 2019 to 2025, as governor, Susan Yap led a string of landmark cultural projects—the Museo-Archivo Tarlaqueño, multiple art fairs, the “Nayon sa Diwa” traveling museum, the Komunidad MSME store, and the opening of the two-storey Nayong Pilipino Center. She even brought Tarlac’s craftsmanship to the Ambiente Trade Fair in Germany.
Now as mayor, she’s taking that same energy and applying it directly to Tarlac City’s streets, markets, and festivals—proving that her vision for tourism is rooted in authentic culture, thriving creatives, and the stories that make a place unforgettable. Tarlac City’s cultural and heritage scene would be truly blessed with its Mayor steering the reins of change and transformation, evidently.
Tarlac City Travel Tip
If you haven’t visited Tarlac City lately, expect more than just a pit stop on your next North Luzon road trip. Soon, you might just find yourself staying longer and planning your next visit before you’ve even left. Via SCTEX and TPLEX, toll exit access are via SCTEX Hacienda Luisita for Southern Access, TPLEX – Tarlac City for the downtown access, and TPLEX – Victoria Exit for the Northern Access.
Read more: Tarlac City’s New Pulse: Mayor Susan Yap’s Vision for Culture, Creatives, and TourismTARLAC CITY HOTEL: Microtel by Wyndham Luisita
DESTINATIONS IN TARLAC PROVINCE: Anao, Tarlac Itinerary