BOHOL – After roll-outs in Boracay and Siargao, Cebu Pacific (CEB) brings its sustainable tourism advocacy campaign next to Bohol, in efforts to educate travellers on responsible tourism.
Titled the “Juan Effect” campaign – with ‘Juan’ referencing the Filipino regular Joe – the advocacy movement points to the idea of how one seemingly simple daily habit done right consistently, even by regular ‘Juans’, can make a huge impact in helping to preserve the environment, local heritage and culture.
In partnership with the Department of Tourism (DOT), Cebu Pacific’s sustainable tourism programme includes putting interventions in place to support a destination’s tourism practices, such as signages installed in Bohol’s most popular attractions like the Tarsier Sanctuary, Chocolate Hills, and the Loboc River Cruise.
Made out of recycled wood, these multi-lingual signages in English, Korean, Japanese and Chinese educate travellers on behaviours to observe while visiting these hotspots, so as to care for the island’s natural beauty.
“We acknowledge that tourism can be a great economic driver creating jobs and opportunities for people across all demographics. But we also recognise that this can have unintended consequences like pollution, environmental degradation, disregard local cultures, among others,” said Candice A. Iyog, CEB’s vice president for marketing and customer experience.
“Bohol is one of the best island-destinations in the world, and one of CEB’s most popular destinations. There is still time to preserve its beauty by flying in tourists who are aware of the impact they create when they travel.”
The campaign also has a strong online presence, led by Juan Effect Ambassadors worldwide – all famous in their own rights: Canadian filmmaker Lost LeBlanc, Australian yoga and fitness expert Sjana Elise, and South Korean musician and artist Solbi.