Halal Tourism Forum in Philippines Champions Unity and Muslim-Friendly Hospitality
The 2nd Halal and Muslim-Friendly Tourism Forum took centre stage at the Seda Hotel in Cebu City last week, gathering government leaders, industry stakeholders, and advocates in a unified push to elevate the Philippines as a destination of choice for Muslim travellers.
The event, a collaboration between the Department of Tourism (DOT) and the Global Tourism Business Association Inc. (GTBA), reinforced Cebu’s role as a regional pacesetter and “cultural compass” for transforming the national tourism landscape through inclusivity and hospitality shaped by local values.
A pivotal moment in the forum was the signing of a Memorandum of Understanding between DOT Secretary Christina Garcia Frasco, herself a Cebuana, and GTBA President Michelle Taylan. The agreement formalised a commitment to nationwide expansion of Halal and Muslim-friendly tourism, with Cebu positioned as a launchpad for best practices and innovative hospitality standards.
In her keynote address, Secretary Frasco rooted the movement in the enduring spirit of Cebuanos, referencing the legendary courage of Lapu-Lapu on the shores of Mactan more than five centuries ago. “That same spirit lives on in how we welcome travellers from all over the world,” she stated, underscoring the importance of panaghiusa (unity) and paglaum (hope). Frasco emphasised that tourism must be more than an economic pursuit, describing it as a moral and cultural undertaking that uplifts both guests and hosts.
“These words may be Cebuano, but they carry the heart of every Filipino. This is not just about transforming tourism—it’s about transforming the Philippines into a country where every visitor is welcomed with respect, and every Filipino is uplifted with pride,” Frasco declared.
Echoing these sentiments, GTBA President Michelle Taylan highlighted the forum as a “celebration of diversity and unity.” She emphasised the need for Filipino hospitality to transcend cultural and religious divides, helping Muslim travellers “feel at home” and practice their faith freely, all while showcasing the country’s unique heritage. Taylan called for continued collaboration to make the tourism sector more inclusive and beneficial for all parties.
The forum also spotlighted practical steps, including the expansion of Halal-certified establishments, targeted promotional efforts, and cross-sector partnerships, aimed at making the Philippines a premier, Muslim-friendly tourism hub in Southeast Asia. According to both DOT and GTBA leaders, such initiatives are crucial for attracting a growing global market of Muslim travellers and strengthening the country’s position as a welcoming, respectful destination.
As the forum concluded, participants affirmed their resolve to build on Cebu’s legacy as the “Cradle of Hospitality,” signalling a future where the Philippines is not only prosperous but also compassionate, inclusive, and proud of its rich cultural tapestry.
