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 destination as it is one of the Philippines’ and the airline’s most popular destinations, having welcomed close to 1.5 million tourists in 2018, according to the Provincial Planning and Development Office.

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.

“Multi-sectoral tourism programme.”

“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.”

In partnership with the Department of Tourism (DOT), the 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 advocacy engages the local community, the government and tourism stakeholders, in educating travellers about their responsibilities as tourists.