Philippines strengthens its position in Muslim-friendly tourism with new initiatives
The Department of Tourism (DOT) in the Philippines is making substantial strides in its efforts to attract Muslim travellers by enhancing the country’s Halal tourism offerings. Under the leadership of Tourism Secretary Christina Garcia Frasco, the DOT is rolling out a series of initiatives aimed at transforming the Philippines into a preferred destination for Muslim tourists.
During a recent budget hearing for FY 2025, Secretary Frasco received accolades from members of the House of Representatives for her proactive approach, particularly in expanding Halal-friendly infrastructure. Representative Mohamad Khalid Dimaporo from Lanao del Norte praised the significant progress under Frasco’s tenure, highlighting the potential to draw more visitors from Muslim-majority regions such as those in the Brunei Darussalam-Indonesia-Malaysia-Philippines East ASEAN Growth Area (BIMP-EAGA).
A cornerstone of these efforts is the implementation of new standards for accommodations and services that cater to the needs of Muslim travellers. The DOT recently issued guidelines under Memorandum Circular No. 2020-010, which establishes protocols for recognizing Muslim-friendly establishments. This move is part of a broader strategy to position the Philippines as a leading Halal destination in Asia.
Secretary Frasco emphasized the importance of infrastructure development, noting the positive response from the private sector. A recent partnership with Megaworld, one of the country’s leading developers, will see the conversion of all 13 of its properties across the Philippines to meet the standards of Muslim-friendly hospitality.
This initiative is a clear departure from previous approaches to tourism development in the Philippines, as noted by Cong. Dimaporo. He expressed his admiration for the DOT's commitment to this emerging market, describing it as a pivotal moment for the country’s tourism industry.
Representative Zia Alonto Adiong of Lanao del Sur echoed these sentiments, commending the DOT for its focused investment in the Halal sector. He remarked that the burgeoning market for Halal tourism presents a significant opportunity for the Philippines to tap into a growing segment of international travellers.
Muslim Tourism on the Rise
The DOT’s initiatives are already bearing fruit, as evidenced by a remarkable 120% increase in arrivals from Muslim-majority countries in 2023. Between January and December of that year, nearly half a million visitors from these regions chose the Philippines as their travel destination. This surge is a testament to the country’s growing reputation as a Muslim-friendly destination.
In recognition of these efforts, the Philippines was honoured as the “Emerging Muslim-friendly Destination of the Year” at the Halal in Travel Global Summit 2024 in Singapore, marking the second consecutive year the country has received this accolade. Secretary Frasco noted that the rapid expansion of the Halal tourism market is a significant driver of the country’s overall tourism growth strategy.
Expanding Halal Offerings Nationwide
As of the end of 2023, the DOT had certified nearly 300 Halal-friendly establishments, with plans to expand this certification nationwide. This initiative initially concentrated in Mindanao, is now being rolled out across the country, providing local businesses with opportunities to showcase their offerings at various expos and events.
In addition to the partnership with Megaworld, the DOT is engaging with other hotel operators to encourage similar conversions. The department is also developing specific guidelines for Halal-certified food establishments to ensure a consistent and high-quality experience for Muslim travellers.
One of the key events underscoring these efforts was the SALAAM Halal Tourism and Trade Expo, held in Quezon City in June 2023. This inaugural event drew over 10,000 visitors, including international tourists and business leaders, showcasing the Philippines’ commitment to building a strong Halal tourism infrastructure.
Complementing this was a cultural event in November 2023 that celebrated Mindanao’s rich culinary heritage, further reinforcing the region’s significance in the Philippines' Halal tourism strategy. These initiatives highlight the DOT’s comprehensive approach to developing a vibrant Halal tourism sector, from infrastructure and services to cultural promotion.
Looking ahead, the DOT is planning several major events aimed at further enhancing the Philippines’ appeal to Muslim travellers. Among these is the upcoming Philippine International Health and Wellness Congress, which will attract participants from the Middle East and other regions, positioning the Philippines as both a wellness and Halal-friendly destination.
In collaboration with the Department of Trade and Industry and the National Commission on Muslim Filipinos, the DOT will also support the Halal Expo Philippines in November, an event designed to explore the vast potential of the Halal industry in the country.
Moreover, the DOT is strengthening its international ties, recently leading a significant delegation to the Arabian Travel Market in Dubai and signing strategic agreements with Brunei and Qatar. These efforts are aimed at solidifying the Philippines’ position as a top destination for Muslim travellers in the region.
