The majority of the tourism industry on mainland Palawan is located in the north of the province. El Nido and Puerto Princesa are the most visited tourist areas in Palawan. The municipalities between these areas are considered to be sub-regional growth areas (Roxas, Dumaran and Taytay) since they serve as transition areas from one tourist hot spot to another. This study explores the tourism potentials of the sub-regional groregionwth areas using a potential analysis. By exploring the cases of Roxas, Dumaran and Taytay, various potentials were identified that could contribute to the development of this region of the island. Characterization resulted in the identification of the competitive advantages of each municipality, which were used to develop this region in a way that assures a sustainable growth of this subregion that complements that occurring in the tourist hot spots.