Undersecretary Ms. Myra Paz Valderrosa Abubakar of the Philippine Department of Tourism (DOT) took center stage at the 4th World Islamic Tourism Conference (WITC) to present the country’s groundbreaking efforts in promoting Muslim-friendly tourism. Despite being a Christian-majority nation, the Halal travel Philippines has made significant strides toward inclusivity, aiming to cater to the growing global Muslim travel market.
In her address, Undersecretary Abubakar outlined the Philippines’ initiatives to accommodate Muslim tourists, beginning with the implementation of the landmark Memorandum Circular No. 2020-010, which introduced guidelines for Muslim-Friendly Accommodation Establishments (MFAE). This circular, focusing on six critical dimensions of Muslim travel—reception, guest rooms, halal food, kitchen facilities, public spaces, and hotel transport services—was developed to ensure that Filipino hospitality is extended to Muslim travelers with the same excellence the country is known for. Hotels like Dusit Thani Manila, Berjaya, and The Farm at San Benito were the first to be recognized under this initiative.
In response to the growing demand for Muslim-friendly services, the DOT recently upgraded these guidelines under Memorandum Circular 2024-003. The expanded program has already garnered the attention of major hotel chains, with Megaworld Hotels and Resorts committing all 13 of their properties to be certified as MFAEs. In a significant milestone, Savoy and Belmont Hotels on Boracay Island have been recognized as the first MFAEs in the region, coinciding with the launch of a Muslim-friendly cove on the famous island, a dedicated space where Muslim families can enjoy the pristine beaches with peace of mind.
Abubakar also highlighted the DOT’s plans to expand its focus beyond accommodations. In 2024, the DOT will roll out a complementary certification program for restaurants, introducing a three-tier recognition system for Muslim-friendly, Muslim-owned, and Halal-certified establishments. This will address the long-standing issue of limited access to a centralized Halal certification body, which has deterred many smaller businesses from gaining formal certification due to high costs and lengthy procedures.
The Undersecretary stressed the importance of such efforts, noting the Philippines’ strategic location in Southeast Asia, surrounded by Muslim-majority nations like Malaysia, Indonesia, and Brunei. “The Philippines is missing out on significant tourism opportunities if we don’t cater to the 1.9 billion Muslims worldwide. It is both an economic and social responsibility for us to create an inclusive tourism ecosystem,” she said.
Undersecretary Abubakar also unveiled plans to release a Muslim-Friendly Travelogue by the end of 2024, comprising three volumes: Halal travel Philippines, Muslim-friendly Destinations, and Halal Gastronomy. The travelogue aims to serve as a comprehensive guide for Muslim tourists and further position the Philippines as a preferred destination in the Muslim travel market. This publication is set to be launched in November, with copies to be shared with global partners, including the Islamic Tourism Centre (ITC).
The results of these initiatives are already evident. The Philippines recorded a 120% increase in tourist arrivals from Muslim-populated countries in 2023, reaching nearly half a million visitors, representing 10% of the country’s total international arrivals. Abubakar confidently noted that the country is on track to surpass these numbers in 2024, with 54% of last year’s figures already achieved in the first half of the year.
Despite these successes, the journey has not been without its challenges. The lack of a centralized Halal certification body remains a significant hurdle, particularly in non-Muslim-majority areas where the costs and complexity of certification discourage stakeholders. “We hope to collaborate with the National Commission on Muslim Filipinos to address this issue and find a solution that makes Halal certification more accessible,” Abubakar said.
The Halal travel to the Philippines has not gone unnoticed. For two consecutive years, the country has been recognized as an Emerging Muslim-Friendly Destination by Mastercard CrescentRating, a notable achievement for a non-OIC (Organization of Islamic Cooperation) country. This recognition underscores the Philippines’ ability to offer exceptional service to Muslim travelers, driven by a national commitment to inclusivity, as championed by President Ferdinand Marcos Jr. and Tourism Secretary Christina Garcia Frasco.
“Our leadership is fully supportive of these efforts. We are committed to developing our Halal tourism portfolio further, offering more Halal-certified dining options, increasing accreditations, and raising awareness through education and training programs,” said Abubakar.
As the Muslim travel market continues to grow, Undersecretary Abubakar is confident that the Philippines can secure a prominent place in this evolving landscape. “We are excited to learn from global leaders in Muslim-friendly tourism, such as Malaysia, and apply those lessons to further elevate our standards and services.”
The Philippines’ presence at the 4th WITC serves as a testament to its commitment to inclusivity, ensuring that Muslim travelers can experience the beauty, culture, and hospitality of the country while adhering to their faith.
For more information, visit Philippine Department of Tourism
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