Proclaimed as a ‘paradise on earth’ in the 1970s, the Philippine island of Boracay landed on the bucket lists of western tourists seeking sun, sea and surf. However, by the mid-1990s, tourist arrivals dropped due to degradation caused by a non-existent sewage system on the island. Despite the improvements in clean water, sewage treatment and waste management systems in the late 1990s, environmental issues persisted due to the noncompliance of the island’s business establishments.