In a world where connections and capital often determine the fate of a business, Joel Torres Notarte rose against all odds. With no investors, no business background, and no powerful network to lean on—he built a brand that would eventually become a name trusted by thousands: South Shore Travel Corporation.

Today, Joel stands as the President and CEO of a multi-million peso travel empire. But the road to success wasn’t paved with privilege—it was carved out of faith, risk, and relentless ambition.

A Humble Start with a Bold Vision
South Shore Travel Corporation didn’t begin in a fancy office. It began with ₱20,000 in capital, a car loan, and an unwavering belief that dreams backed by action could change lives. Joel had no roadmap, but he had two things many entrepreneurs lack: courage to start, and the discipline to endure.

While others saw the travel industry as oversaturated or too competitive, Joel saw an opportunity to innovate. He understood that people don’t just want to travel—they want experiences that feel effortless, personal, and unforgettable. That became South Shore’s mission.

Weathering the Storms: The Pandemic and the Power of Purpose
When COVID-19 struck, travel businesses around the globe shuttered overnight. For many, it was the end. For Joel, it was a turning point.
Instead of closing doors, he adapted, learned, and planned. He expanded his team, opened new branches, and trained his staff to serve a post-pandemic world. His leadership during crisis became one of his defining qualities—not just as a CEO, but as a visionary.

He often says, “My principle in life is simple: take the risk, or regret it later.” And he lives by it every single day.

A Millennial Leader with a Mission
As a proud millennial, Joel embraces innovation. He uses digital strategies, social media, and community storytelling to connect with modern travelers. But what truly sets him apart is his authenticity.

He’s hands-on with clients, present with his team, and always looking for ways to help others rise, especially young people who want to start businesses but are afraid to take the first step.

Joel runs his company independently—no investors, no partners, no shortcuts. Everything South Shore has achieved is the result of focused leadership, God’s blessing, and the passion of a man who refuses to settle for average.

The Bigger Picture: Legacy, Family, and Purpose
For Joel, wealth is not just about money—it’s about legacy. He founded Notarte Holdings Inc. as a long-term vision to manage his growing portfolio: real estate, barbershops, massage services, room rentals, and more. At its core is one mission: to build generational wealth that his future children will inherit and expand.

He dreams of becoming a father—of building not just businesses, but a life full of love, joy, and meaning. He believes in balancing success with simplicity, in enjoying life while giving your best to the world.

From Visionary to Nation-Builder
Joel Torres Notarte is not just a name. He is a symbol of what’s possible when belief meets effort. He’s the man behind the South Shore smile, the force behind every booked tour, and the leader whose life reminds us:
Success doesn’t require privilege—it requires purpose.

If you’re looking for inspiration, guidance, or just a reason to keep going—look at Joel’s journey and remember: you don’t need to have it all to build it all.