Ann and Billie have always been driven by a deep love for the environment. Nature conservation for them is more than preserving land. They see it as creating a future where communities thrive alongside the environment. “Our goal is to make sure that it is protected for the years to come,” says Ann. “Our model is one where you have a well-protected environment for future generations, sustained by good educational efforts and a sustainable development framework to keep it running for the long haul.”

But as many entrepreneurs know, turning a bold vision into reality requires persistence, innovation and the ability to navigate unforeseen challenges. For Ann and Billie, this meant learning how to balance environmental conservation with sustainable tourism. This balancing act has been one of the core challenges at Masungi. Yet, despite the hurdles, they are proving that both can coexist in a way that benefits both nature and the communities that depend on it.

Read more: Masungi Georeserve Foundation Gets UN Award

“Tourism should never overwhelm conservation. It should exist to enhance it, using tourism for conservation by focusing on quality over quantity,” says Ann. This mantra lies at the heart of Masungi’s business model. “That’s why we have a carrying capacity set for the place. That’s why we also take studies of what the area is about and then we make sure that everything is aligned with that, enhances that, but doesn’t destroy it. And then you also take the opportunity to use tourism to enhance people's love of the place.”

Through carefully planned ecotourism experiences that include guided treks through the reserve’s famous sky bridges and limestone formations, visitors are encouraged to learn about the importance of preserving the natural world. The goal isn’t just to show people the beauty of nature but to inspire them to become active participants in its protection.

Read more: A look at the ecotourism industry in the Philippines today

One of the most striking aspects of the Dumaliang siblings’ work is their commitment to involving local communities in the conservation process. “A conservation effort needs to be a collective effort. It needs to be an entire community, an entire ecosystem of advocates because the reality is that the threats will just become bigger, the pressures will become stronger,” Billie says.

Local communities are the first line of defence against illegal activities such as land grabbing and illegal logging, according to Billie. “Whether that's the indigenous people, the locals, the grassroots organisations, we do need to empower them, to educate them, to bring them together to make conservation a success.”

This empowerment extends beyond environmental awareness. Ann and Billie have worked tirelessly to ensure that locals are part of the solution, not merely bystanders. 

Ann recalls an instance in 2023, when they discovered drilling activities within the protected area for a supposed wind energy project. “It mattered a great deal that we were in touch with the community because they were told apparently that the project was for a research study. It turned out to be for development,” Ann says. Prompting alarm that the development project would cause disruption of the natural landscape, environmental advocates called for its termination. The project was halted November 2023.

“Normally, they wouldn't know about these activities and that they're even illegal,” Ann shares. “But after we run trainings, may it be for legal knowledge, knowledge around land, importance of conservation, then they're also more empowered to understand what their rights are and what they need to do so that these illegal activities do not come in and do not prosper.” This has led to stronger ties with the local communities, creating a sense of ownership and pride in the preservation of the land.

Read more: Conservationists behind Masungi Georeserve recognised with global travel award

But the fight for conservation doesn’t stop there. To ensure that these efforts are sustainable, the Dumaliangs have turned to an innovative mix of partnerships with government agencies, non-governmental organisations (NGOs) and the private sector. As Billie explains, “We need to empower local communities, especially those most affected, to protect conservation areas. Educating and bringing them together is key to the success of the effort.” Through this collaborative approach, they’ve been able to achieve major wins in preserving large portions of land and preventing further encroachment.

Their work also demonstrates the multiplier effect that tourism can have when done sustainably. “Tourism has a huge multiplier effect. It benefits local communities by creating a strong economy centred around conservation,” Ann adds. By ensuring that ecotourism revenues are reinvested into conservation efforts, local communities are empowered to take ownership of the project’s success, which further strengthens Masungi’s ability to thrive.

Like many trailblazers in conservation, Anne and Billie have faced resistance from opponents, especially since conservation efforts challenge long-standing practices that prioritise short-term economic gain over long-term sustainability. For the Dumaliang sisters, this has meant contending with illegal land-grabbing activities, political pressures and even personal threats.

“When you are on the ground, you don't just see the destruction of the environment, you see all of the problems of the communities and individuals that are affected by destruction, and it can be very heavy,” Ann reflects. “But understand that conservation is a long-term thing and there are many different sectors and levers and actors. If you sit down and try to look at what you can do now, what needs to happen and take the first steps, it's not so overwhelming.”

Read more: Young people are getting angrier about climate change—and that anger may yet save us

One of the earliest and most formidable challenges the Dumaliang siblings encountered came in the form of land encroachments. Masungi’s location, perched on land rich in natural resources, has made it a target for illegal logging, mining and land-grabbing activities, even violent attacks.

In 2021, Masungi faced a particularly violent attack that rattled the team to their core. Armed men, allegedly involved in land-grabbing, entered the reserve, threatening and harassing Masungi’s caretakers, which even led to the shooting of two park rangers. The next year, more armed men allegedly camped in a part of the nature reserve.

Read more: The never-ending plight of the Philippines’ Masungi Georeserve

They have faced opposition many times before and since, but this hasn’t stopped them from pursuing their mission. In fact, it has only fuelled their determination to continue the fight.

“Conservation is about addressing and confronting threats. So there will always be tension, there will be a lot of tension, and there will be a lot of conflicts,” says Billie, “but you can overcome them through creativity, through your energy, through your resistance and determination to solve the problem that you wanted to.”

As they’ve learned, conservation is not for the faint of heart. “You need to be resilient, take care of your health and understand that it’s a long-term issue. If you give up, we lose. But as long as we’re still fighting, there’s hope,” Ann says. This resilience has been their guiding principle, especially when confronted with the complexities of balancing development with preservation.

Read more: How these conservationists are protecting biodiversity in Asia

“No help is too small,” Billie says. “Whether you can help by spreading the right information, helping us reach decision-makers, or supporting us through donations, it all matters.” They believe that the more people understand the value of Masungi’s work, the more likely they are to support it.

Visitors to the reserve are encouraged not only to marvel at its beauty but also to become ambassadors for conservation. “The public can help us by sharing the right information, countering disinformation, and visiting the site. It strengthens the relationship between Masungi and the community and helps us shoulder the costs of conservation work,” Billie adds. By fostering a sense of collective responsibility, Masungi has tapped into the power of grassroots support, which is integral to the long-term success of any conservation initiative.

Over the years, Masungi has become a hub for volunteerism and partnership, where people from all walks of life come together to contribute their time and knowledge. From marketing professionals helping design campaigns to young people running information, education and communication (IEC) campaigns in their schools and communities, they have witnessed firsthand the power of collective action.

Additionally, Anne and Billie emphasise the importance of corporate involvement in conservation. “Contributions from businesses and companies are crucial. They have the economic and political power to support movements like ours and lead the charge for environmental conservation,” Ann says. Corporate social responsibility (CSR) initiatives aligned with conservation efforts can make a significant impact, and the Dumaliang siblings have worked to ensure that the business community is an active participant in the protection of Masungi.

Read more: How sustainable investing can stimulate business growth while saving the planet

The legacy of Anne and Billie Dumaliang is not just in the preservation of Masungi but in the broader movement they’ve started — one that shows how business can be a force for good. By combining sustainability, ecotourism, community engagement and strategic partnerships, they have demonstrated that conservation doesn’t have to be a struggle between progress and preservation. Instead, it can be a harmonious model where business and nature thrive together.

As Billie concludes, “Somebody needs to take the risk. Leaders, pioneers, are needed, and that’s our responsibility as activists. You need to build your own power to protect yourself and influence others.” This is a call to action, not just for other activists and conservationists, but for all of us. Their work exemplifies how each of us can play a role in the protection of the environment and the advancement of a sustainable future.

This article is part of Business of Good, a series that spotlights global leaders and how they meet the challenges of the modern world through innovation and impactful action. Find new stories every Wednesday on TatlerAsia.com.

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