The Philippines was hailed a Muslim-friendly nation at the 2024 Halal in Travel Global Summit in Singapore, the second time it was recognized on the Mastercard-CrescentRating Global Muslim Travel Index (GMTI).
GMTI released its annual report benchmarking destinations in the Muslim travel market on May 30, naming the Philippines an “emerging Muslim-friendly non-Organization of Islamic Cooperation (OIC) Destination.”
The report acknowledged the commendable efforts of the local tourism sector to ensure Muslim travelers in the country could still feel the comfort of home, despite the different environment in a predominantly Christian country.
“Tourism authorities [of the Philippines] have placed halal tourism high on their priority agenda, evidenced by their action to enhance the halal tourism portfolio and raise awareness among tourism stakeholders about the values and practices important to Muslim travelers,” the GMTI report stated.
The Philippines was hailed for keeping up with other emerging destinations in Southeast Asia alongside predominantly Islamic nations Indonesia and Malaysia, in providing hospitality services to Muslim tourists.
Two consecutive recognitions as a Muslim-friendly tourist destination came from years of broader strategic efforts and collaborations to diversify the Philippines’ tourism sector and attract tourists from majority Muslim countries. @TourismPHL
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“Halal tourism presents a rapidly growing market segment. By prioritizing this, we not only demonstrate our commitment to inclusivity and cultural sensitivity but also open opportunities to attract more Muslim travelers from around the world while expanding markets for our tourism stakeholders and creating more livelihood and employment for our fellow Filipinos,” said Department of Tourism (DOT) Secretary Christina Garcia Frasco, acknowledging the citation.
According to the GMTI 2024 report, the Philippines has improved its record in the communications category compared to its 2023 score. The country is seen to have become more appealing to Muslim travelers by expanding its tourism offerings from accommodation to a culture awareness program.
PH Efforts Through The Years
Two consecutive recognitions as a Muslim-friendly tourist destination came from years of broader strategic efforts and collaborations to diversify the Philippines’ tourism sector and attract tourists from majority Muslim countries.
During the first recognition, DOT pledged to focus on the country’s development of a halal tourism portfolio to ensure its prioritization in the National Tourism Development Plan (NTDP) 2023–2028.
The plan highlights “halal,” which means “permissible,” and gives due consideration to Muslim tourists whose needs such as food and facilities, are inclined to their faith. DOT promotes a wide range of services and amenities that are Halal-friendly and commits to pursuing more accreditations for tourism enterprises across the Philippines as follows:
- Halal food accessibility
The rise of Halal-certified restaurants, food outlets, and food festivals in major cities like Manila, Cebu, and Davao – from low-cost to high-end food places – indicated efforts to showcase the richness of Halal cuisine in the country put together by the local communities and the tourism industry.
- Muslim-friendly spaces
Muslim-friendly accommodation also extends to facilities, from airports and hotels to public spaces around the country. The airport has dedicated prayer rooms for Muslim travelers. The hotels now offer prayer mats and qibla direction signs, and some have separate swimming times for men and women to maintain privacy.
At the 2024 Arabian Travel Mart (ATM), an annual tourism event in Dubai, Secretary Frasco signed a Memorandum of Understanding (MOU) with Megaworld Hotels and Resorts, ensuring their properties are Muslim-friendly. In April, the Philippines signed an agreement with the Qatari government to enhance collaboration between the two countries in the tourism and business industries.
- Cultural Awareness Drive
To effectively accommodate Muslim tourists, the DOT fosters a warm environment for tourists through information drives as they organize Halal Awareness Orientations with the tourism stakeholders, introducing the values, practices, and beliefs of the Muslim community.
Surge in tourists
According to the projection of the halal-friendly travel guide, CresentRating, the population of Muslims could reach up to 2.12 billion and the number of international visitors could significantly increase over the next years.
This is evident with the rise in tourist arrivals from the Gulf Cooperation Council (GCC Middle East) in the Philippines compared to pre-pandemic numbers which have since doubled, reaching over 79,000 and indicating a recovery rate of 115.28 percent.
The country’s tourism sector is optimistic about the latest records. It expects a surge in tourist arrivals for the next few years from Islamic regions in the Middle East, North Africa, and neighboring countries in Southeast Asia.
“Adapting to the changing needs of Muslim travelers by offering Halal-friendly accommodations, dining options, prayer facilities, and other services enhances the overall visitor experience and showcases our respect for diverse cultural and religious practices,” said Frasco.
This, in turn, fosters goodwill and strengthens our reputation as a welcoming and inclusive travel destination,” she added.
The Philippines’ two-year recognition in GMTI highlights its dedication to embracing cultural differences and promoting inclusivity in tourism. With the ongoing improvements in its Halal tourism services and hospitable atmosphere for travelers, the country continues to strive to become one of the premier destinations for Muslim tourists around the globe.
In 2015, the Philippines became the first non-Muslim country to adopt harmonized halal product standards. Since then, the country’s participation in trade fairs has featured halal products such as halal coconuts at the SIAL Middle East showcase in Dubai.
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