Cebu Pacific (CEB), the Philippines’ largest carrier—and one of the largest in the region— has extended its “Juan Effect” sustainable tourism programme. After roll-outs in Siargao and in Boracay, Bohol will be adopted as a Juan Effect destination with interventions put in place to support its sustainable tourism practices.
Bohol was chosen as the next Juan Effect destination as it is one of the Philippines’ and Cebu Pacific Air’s most popular destinations, having welcomed close to 1.5 million tourists in 2018, according to the Provincial Planning and Development Office. Cebu Pacific aims to preserve the island paradise’s natural beauty by enabling its passengers to be aware of the impact of their travel when they arrive in Bohol.
Juan Effect Bohol will launch with an information campaign through signages installed in Bohol’s most popular tourist attractions, including the Chocolate Hills, the Tarsier Sanctuary, and the Loboc River Cruise. These multi-lingual signages, made out of recycled wood, carry reminders of simple things to do or behaviours to observe while visiting these attractions.
The information campaign will be amplified online with Juan Effect Ambassadors from different parts of the world: the Philippines’ Jasmine Curtis-Smith will be joined by Canadian filmmaker, Christian LeBlanc, South Korean musician and artist, Solbi, and Australian yoga and fitness expert, Sjana Elise.
“It is important to strike a balance between growing the tourism industry and preserving the very assets that attract tourists,” said Candice Iyog, Vice President for Marketing and Customer Experience at Cebu Pacific. “Bohol has seen its tourist arrivals grow in the past year. We are adopting it as a Juan Effect site to do our part in reminding our travellers to conserve its ecological and cultural treasures.”
With a naming that pertains to the common man in Tagalog, the programme’s name encompasses the big idea that one simple daily habit done consistently and collectively by even ordinary people can make a big impact in helping preserve the environment, local culture and heritage.
In partnership with the Department of Tourism (DOT), Cebu Pacific’s multi-sectoral sustainable tourism programme is also supported by the Department of Environment and Natural Resources, as well as the Department of Interior and Local Government. The “Juan Effect” advocacy engages the local community, the government and tourism stakeholders, in educating travellers about their responsibilities as tourists.
“Juan Effect” is not only on adopted sites, but is also a way of doing business for Cebu Pacific. CEB implements environment-friendly processes in the airline—at the forefront of which is the investment in newer aircraft to decrease fuel burn per seat. Since October 2018, Cebu Pacific has shifted to biodegradable utensils in all its flights. The airline also aims to source a percentage of its headquarters’ energy from solar panels in the next year.