AHG promotes IP culture, environment

Araw Hospitality Group (AHG), part of the Lhuillier Group, has launched its corporate social responsibility flagship project “Araw Aruga” that promotes the culture, heritage and environment of indigenous peoples (IPs).

Jean Henri Lhuillier, the “chief enlighter” and CEO of AHG, announced the project at the Palacio De Memoria in Parañaque City on the occasion of International Sun Day on 3 May.

Lhuillier said the IP tribes were the ones who started the Filipino culture and “it is an important point that needs to be cascaded for our guests.”

“What is important to me and for all Filipinos is for us to know where our roots come from. It is also imperative for us to let foreign visitors know our culture,” Lhuillier said.

He said Araw Aruga focuses on Filipino core values of bayanihan (cooperation), malasakit (care) and alaga (care).

“Araw Aruga serves hotel guests and communities with truly Filipino hospitality deeply rooted in genuine care for family, environment, education and community. We pledged to work hand-in-hand with the NCIP (National Commission on Indigenous Peoples) to promote IP heritage and uplift their livelihood. We also support local craftsmanship and patronize IP’s farm-to-table produce for sustainable development. Araw Aruga is where sincerity, culture, care, and impactful change are intertwined to create experiences and lasting memories,” according to Lhuillier.

AHG’s Lihim Resort in El Nido, Palawan has a partnership with local fishermen of Sitio Caalan to provide their catch to its team of chefs.

The Lihim Resort’s villas were also adorned with pieces of handicrafts from the Rurungan sa Tubod Foundation, a non-profit organization based in Puerto Princesa, Palawan.

Further, resort workers collected trash along its beachfront, sorted it and made it ready for proper discarding during the celebration of World Oceans Day next month.

Lihim Resort also has a partnership with the Municipal Environment and Natural Resources Office of Palawan to collect crowns of thorns from different dive locations to save the coral reefs of El Nido.

Glenda Pua, director of NCIP, said that partnering with the AHG was symbolic, marking new beginnings, renewed hope, and shared pursuit of progress grounded in love for culture, community, and the spirit of Filipino hospitality.

“The NCIP is proud to partner with Araw Hospitality Group, a company that has demonstrated an unwavering commitment to uplifting indigenous cultural communities through thoughtful and impactful initiatives. Under the visionary leadership of Jean Henri Lhuillier, Araw Hospitality Group has embraced a deeper meaning of hospitality — one that transcends comfort and luxury,” she said during a speech.

Pua commended AHG as their work honors the land, the people, and the traditions that breathe life into every destination.

“Through their flagship CSR program, Araw Aruga, they have consistently championed local development while embedding the rich cultures and traditions of indigenous peoples into their operations and guest experiences. This partnership is not just symbolic — it is strategic and deeply meaningful. Together, we are creating platforms that provide indigenous peoples with opportunities for cultural exchange, livelihood generation, capacity building, and education,” she added.

The Department of Tourism, through its National Capital Region director, Assistant Secretary Sharlene Zabala Batin, also expressed support for AHG’s initiative to preserve the customs, environment and traditions of the IPs.

AHG also manages the Dockyard by Araw Residences in El Nido; UNWND Boutique Hotels in Calatagan, Batangas, Dumaguete and Camiguin Island; One Hagdan Villas in Malay, Aklan; Le Soliel De Boracay in Boracay; NAWA Wellness in Calatagan, Batangas; Bacau Bay Resort in Coron, Palawan; and Casa Sibulan in Dumaguete.