In a significant move to tap into the Muslim travel market, Philippine Tourism Secretary Christina Garcia Frasco recently highlighted the country’s commitment to becoming a Muslim-friendly destination. This announcement came during a “listening session” with key tourism stakeholders from the Middle East at the Arabian Travel Market (ATM) 2024, held in Dubai.
During the event, which saw participation from about 90 travel and tourism professionals from the Middle East, Secretary Frasco emphasized the shared cultural, historical, and religious ties between the Philippines and Middle Eastern countries. These connections, enriched by a rich Islamic heritage, create a common ground that enhances bilateral tourism.
Recognizing the potential of Muslim-friendly tourism, the Philippines has been proactive following its commendation at the Halal in Travel Global Summit 2023. Under President Ferdinand R. Marcos Jr.’s administration, the country has been enhancing its Halal tourism framework. This includes expanding Halal-certified dining options, increasing halal accreditations, and conducting awareness programs on Halal practices.
Secretary Frasco also shared impressive growth figures, noting a significant recovery in tourist arrivals from the Middle East, with increases of 419% from the UAE, 547% from Qatar, and 130% from Kuwait compared to pre-pandemic levels in 2019. This surge underscores the strategic importance of the Middle Eastern market, with over a million seats booked from the region to the Philippines in 2023 alone.
Highlighting the economic impact, Secretary Frasco pointed out that the global Muslim travel market is set to expand significantly, expecting to reach 140 million travelers by the end of 2023, with a projected spending of USD 225 billion by 2028.
Further solidifying this vision, a key moment at the ATM 2024 was the signing of a memorandum of understanding (MOU) between the Department of Tourism (DOT) and Megaworld Hotels and Resorts. This partnership aims to develop more Muslim-friendly properties across the Philippines. The MOU aligns with the DOT’s broader goals, such as the implementation of the 2025 National Accommodation Standards, promoting Halal and Muslim-friendly tourism standards, and enhancing the ‘Love the Philippines’ national brand.
Cleofe Albiso, Managing Director of Megaworld Hotels and Resorts, expressed enthusiasm about the partnership, emphasizing the commitment to fostering strong ties and attracting Muslim tourists, which are vital for the country’s tourism sector.
This initiative represents a strategic pivot towards inclusivity and diversity in the Philippine tourism industry, positioning the country as a welcoming destination for Muslim travelers worldwide.
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