Philippines Enhances Muslim-Friendly Tourism with Megaworld Hotels Partnership

In May this year, the Department of Tourism (DOT) took a significant step towards making the Philippines a more welcoming destination for Muslim travelers by partnering with Megaworld Hotels and Resorts (MHR). This collaboration is centered on converting all of MHR’s 13 properties across the country into Muslim-friendly accommodations.
The goal is to enhance the travel experience for Muslim visitors by offering a range of services that align with their religious and cultural needs. This partnership underscores the growing importance of catering to Muslim tourists, and it includes joint marketing efforts, staff training, the development of Muslim-friendly tourism products, and the establishment of Halal standards for hotels and resorts.

DOT Secretary Christina Frasco emphasized that this initiative is only the beginning. The DOT is actively working to bring other hotel operators on board with similar programs. In particular, Cebu—one of the country’s premier tourist hubs—has been encouraged to pursue Halal certification for its hotels and resorts. Despite being a popular destination, Cebu currently lacks any Halal-certified accommodations, leaving a significant gap in services for Muslim travelers. According to Riza Macaibay, the supervising tourism operations officer of DOT-Central Visayas, the department is urging more businesses in Cebu to apply for Halal certification. This push recognizes the untapped potential of catering to the growing number of Muslim tourists.

For context, the term “Halal” is derived from Arabic, meaning “permissible” or “lawful” according to Islamic law. It refers to anything that is allowed or permissible for Muslims, especially regarding food, drink, and daily practices. Halal certification is a process that ensures that products and services meet these Islamic guidelines, which is particularly important for Muslim travelers seeking peace of mind that their religious practices will be respected during their stay.

DOT Halal: Muslim Tourism in the Philippines

The Philippines has seen a remarkable increase in Muslim tourists, with visitor arrivals from Islamic and Muslim-majority countries growing by an impressive 120% between January and December 2023. During this period, nearly 500,000 Muslim visitors traveled to the country, demonstrating the effectiveness of the DOT’s initiatives in creating a more inclusive and welcoming environment for Muslim tourists. This growth reflects the increasing appeal of the Philippines as a Muslim-friendly destination and highlights the importance of continuing to expand Halal tourism offerings.

Secretary Frasco noted that this surge in Muslim tourists is a key part of the country’s broader tourism strategy. The DOT’s efforts to promote the Philippines as a Muslim-friendly destination are yielding positive results, with many visitors appreciating the efforts to provide facilities and services that align with Islamic practices. This growth is also being driven by strategic partnerships and marketing campaigns aimed at Muslim-majority countries, further establishing the Philippines as a go-to destination for Halal tourism.

At the Halal in Travel Global Summit 2024, held in Singapore, the Philippines was recognized as the “Emerging Muslim-friendly Destination of the Year” for non-OIC (Organization of Islamic Cooperation) countries. This marks the second consecutive year that the Philippines has received this prestigious award, which underscores the country’s growing reputation in the global Halal tourism market. The DOT’s efforts to enhance Halal tourism have positioned the Philippines as a serious contender in this rapidly expanding industry.

Expanding Halal Tourism Nationwide

The DOT’s initiatives to make the Philippines more Muslim-friendly are not limited to a few select regions or establishments. As of December 2023, the DOT had recorded 289 Halal-friendly establishments across the country. This includes restaurants, hotels, resorts, and other tourist facilities that have been certified as Halal-friendly. However, the department is not stopping there. The DOT aims to extend these efforts beyond Mindanao, a region already known for its Muslim population, to the rest of the country. This nationwide push is vital as the Philippines seeks to build a robust Halal ecosystem that spans the entire tourism industry.

A significant part of this expansion involves increasing the number of Halal-certified dining options. While Halal-friendly hotels and resorts are important, the availability of Halal food is equally critical for Muslim travelers. To address this, the DOT is working with restaurant owners and food service providers to encourage them to seek Halal certification. This effort is expected to lead to a significant increase in the number of Halal-certified dining establishments, further enhancing the appeal of the Philippines as a Muslim-friendly destination.

One key event that will play a significant role in the future of Halal tourism in the country is the upcoming Halal Expo Philippines, scheduled for November. This event, which is supported by the DOT, the Department of Trade and Industry (DTI), and the National Commission on Muslim Filipinos, will explore the vast potential of the Halal industry in the Philippines. The Expo is designed to serve as a gateway to the fast-growing ASEAN Halal market and will bring together key stakeholders from across the region. It is an opportunity for the Philippines to showcase its progress in the Halal industry and attract investment in this burgeoning sector.

Positioning the Philippines as a Halal Hub

The Philippines has ambitious plans to position itself as a Halal hub within the Asia-Pacific region. The country aims to generate $4 billion in trade and investment in the Halal sector and create 120,000 jobs over the next five years. This ambitious target is part of a broader strategy to capitalize on the growing global demand for Halal products and services. In 2022, the domestic demand for Halal imports in the Philippines reached $150 million, reflecting the influence of the country’s Muslim population, which makes up 10-12% of the overall population.

Globally, the Halal market is experiencing rapid growth. In 2023, the global value of the Halal market reached $1.5 trillion, marking a 15.4% increase from the previous year. This growth is being driven by increasing demand for Halal products and services across various industries, including food, fashion, cosmetics, pharmaceuticals, and tourism. As the market continues to expand, the Philippines is well-positioned to become a key player in the global Halal economy.

These partnerships and initiatives are expected to open up new opportunities for trade and investment in the Philippines’ Halal sector. As more countries recognize the Philippines as a Muslim-friendly destination, the demand for Halal products and services within the country is likely to grow. This, in turn, will create new jobs, boost local economies, and further strengthen the country’s position in the global Halal market.

The Future of Halal Tourism in the Philippines

The DOT’s efforts to expand Halal tourism in the Philippines are part of a broader strategy to make the country a more inclusive and welcoming destination for all travelers. By increasing the number of Halal-certified establishments, improving dining options, and promoting the Philippines as a Muslim-friendly destination, the DOT is positioning the country to capitalize on the growing demand for Halal tourism.

The country’s recognition as an emerging Muslim-friendly destination and its ambitious plans for the future set the stage for continued growth in the Halal sector. As the Philippines continues to expand its Halal tourism offerings, it is well on its way to becoming a leading destination for Muslim travelers from around the world.

With initiatives like the DOT Halal program, the Philippines is not only catering to the needs of Muslim tourists but also opening the door to new opportunities for trade, investment, and economic growth. As the global demand for Halal products and services continues to rise, the Philippines’ efforts to expand its Halal tourism sector will play a crucial role in shaping the country’s future in the global Halal economy.