The LU Soul Story

We started as a diverse group of individuals who shared a passion for the beaches of La Union. We were students and teachers, farmers and fishermen, artists and advocates, surfers and ocean advocates, business owners, community members, and government officials all working passionately but separately about the same thing, which was keeping the La Union coastline alive.

It didn't take long before these separate groups started noticing each other. We realized that nature was our common denominator. After all, it was also our equaliser.


As tourism and development increases in La Union year after year, we want to lay down the necessary steps for the implememntation of sustainable ecotourism practices.

We cannot allow development to trample on the environment. We want La Union to be known as a region where business and sustainability could be collaborators instead of opposing ends.



This is the point when members of the municipality of San Juan, La Union, along with agents of change such as SIFCARE (Science of Identity Foundation), CURMA (Coastal Underwater Resource Management Actions), FEED, Inc. (Fostering Education and Environment Development), LUCVB (La Union Conventions and Visitors Bureau), as well as the LUSC (La Union Surf Club), combined efforts under one banner-- that of La Union Soul.

Tina Antonio