STAR Rotarian Rafael Dionisio: MAD on Sustainability and Tourism, Reforestation and Waste Management

No, I don’t mean he’s gone MAD. STAR Rtn. Rafael “Raf” Dionisio is Making A Difference – a huge one! In 2014, he co-founded MAD (Make A Difference) Travel, a social enterprise that organizes inspiring and authentic travel experiences in partnership with marginalized communities across the country. These meaningful experiences prove that adventure tourism and sustainable tourism can go hand in hand.

STAR Rtn. Raf knows his mission in life. When the pandemic hit the tourism industry badly and put the travel sector to a halt, he launched MAD Market, an online delivery service that sources fresh fruits, vegetables and baked goods from farmers and communities in Benguet, Mountain Province and Rizal. He’s helping the local communities nonstop.

Get to know STAR Rtn. Raf as he discloses the power of being MAD. He also has a message to those who love traveling.

Rhea Vitto Tabora (RVT): What’s the story of MAD (Make A Difference) Travel? How did it start and what inspired you to launch it?

Rafael Dionisio (RD): How could I create value for myself and others? Me getting rich would not help the world as we had enough billionaires. These were the realizations that struck me as I worked as a volunteer in Angat, Bulacan. My business partner, Tom Graham, and I were inspired by GK Enchanted Farm – that we had to become the change we wanted to see on the ground by promoting and building a movement of social enterprise in the Philippines. Specifically, we saw how tourism could create positive impact on the economy, community and planet. Later on, Hineleban Foundation mentored me on doing agroforestry business and also played a role in showing us how to work with the environment. I was a volunteer at GK Enchanted Farm for two years. My business partner, Tom, was then writing the book “The Genius of the Poor, A Journey with Gawad Kalinga” ( https://www.amazon.com/Genius-Poor-Englishmans-Life-changing-Philippines-ebook/dp/B01M0TB2RN ; https://www.goodreads.com/book/show/25247410-the-genius-of-the-poor-a-journey-with-gawad-kalinga ; https://www.youtube.com/watch?v=v-JxeTd8kAw ). With MAD, I was able to connect my interests in education, sustainability and tourism, and advocacies such as reforestation and waste management, together.

RVT: You also recently introduced MAD Market. What is the concept behind it and how did you go about making the project a reality?

RD: We really just wanted to help our employees and community. Our travel business plunged to zero in days. Pivoting from a travel service to a product-based business is a huge change, but it helped several families get through the first 18 months of the pandemic. Working with farms was really insightful for me. I’m learning a lot from the experience.

RVT: What’s next for MAD?

RD: We are currently focusing resources on developing online programs for education – still working with the community – and we see it connecting to on the ground tours later on. Additionally, we are working with an NGO, For the Future, a company called Bioten, and Nadine Lustre to reforest 88 hectares in San Felipe, Zambales.

RVT: What to you makes tourism sustainable?

RD: The community and its market partners need to earn well from it, the waste impact should be low, it should be fun/entertaining, and there should be a strong sense of care for people and the planet. This includes culture, the animals, local language and food, among others. It must also include several sectors, such as the private, government, local and international.

RVT: What realizations or insights did your advocacies reveal to you?

RD: That the best way to do business is to have people and planet as stakeholders. I also saw how action on the ground with visible results is worth so much – and that people are hungry for good news. I also realized how I am in becoming a steward as intended in the Bible. I keep reminding myself to be humble and to stay the course no matter how difficult. Putting your time, money and talent on the line for an advocacy – I believe we can get others to commit if we make it simple and fun. Everyone wants to have fun. That is the power of being MAD. Finally, I also saw a culture of disconnection – vividly. When I was a volunteer at GK, they kept saying that I was disconnected from the land and people, and thus, disconnected from the opportunity. After spending years working with the community, I now see that we need to create more meaningful relationships with communities so that we can build a better society through social business.

RVT: What excites you everyday about your advocacies?

RD: I can see the forest grow, I can see trees bearing fruit, I see the community learning how to produce and be more responsible, and I see customers shift paradigm from one that is ME-centric to one that is WE-centric. I know that we can change the Philippines and the world through green business. I plan to connect my construction business to sustainable materials as well.

RVT: What has been the most satisfying moment in your life?

RD: That I repeatedly get the chance to serve nature and people. The opportunities keep coming – and despite my own shortcomings, people are helpful, especially, in a trying time like 2020-2021. People believe in what we want to do – especially, the youth and the communities. As was shared to me in my 20s – the country is ready for leadership - are you ready to lead? It’s a lot harder than it sounds.

RVT: What message would you like to send to those who love traveling?

“Take care of the places you go to. If you can afford it, please reduce waste and spread your purchases among small businesses in your area. Demand your accommodation and transport partners to move into more sustainable energy and practices.”

RVT: What do you do in your spare time?

RD: Watch anime, exercise, meet friends, explore new places and study environmental science and green industries/economies.

RVT: What inspired you to join the Rotary Club of Manila?

RD: I wanted to connect with more like-minded people to create lasting change. I saw how President Bobby Joseph initiated this and I was very motivated to join. By joining, I might be able to learn and increase the impact through collaboration and exposure to people who have more experience.