The Department of Tourism (DOT) of the Philippines and the Global Tourism Business Association (GTBA) have embarked on a transformative partnership to elevate the country’s Halal and Muslim-friendly tourism offerings. Signed on July 16, 2025, during the 2nd Halal and Muslim-Friendly Tourism Forum in Cebu City, this collaboration marks a significant step toward positioning the Philippines as a premier destination for Muslim travelers worldwide. The Memorandum of Understanding (MOU) outlines a strategic roadmap to enhance inclusive tourism through joint marketing, research, capacity-building, and global outreach. This initiative aligns with the broader vision of fostering cultural sensitivity and economic growth, as emphasized by Tourism Secretary Christina Garcia Frasco during the forum.
A Landmark Collaboration for Inclusive Tourism
The partnership between the DOT and GTBA is a response to the growing global demand for Muslim-friendly travel experiences. With the Muslim travel market projected to reach $300 billion by 2026, according to CrescentRating, the Philippines is strategically positioning itself to capture a share of this lucrative sector. The MOU, formalized at the Seda Hotel in Cebu, aims to create a welcoming environment for Muslim tourists by ensuring access to Halal-certified food, prayer facilities, and culturally sensitive services. This effort not only caters to the faith-based needs of Muslim travelers but also promotes the Philippines’ rich cultural heritage and natural beauty to a broader audience.
Tourism Secretary Frasco, the guest of honor at the forum, underscored the cultural and moral significance of this initiative. Drawing from Cebuano values of panaghiusa (unity) and paglaum (hope), she highlighted tourism’s role in national development. “These words may be Cebuano, but they carry the heart of every Filipino,” Frasco said, emphasizing the importance of unity in building an inclusive tourism sector. She noted that tourism contributed 8.9% to the Philippines’ GDP in 2024, generating 6.75 million direct jobs and supporting nearly 10 million more indirectly. This partnership aims to further boost these figures by tapping into the Muslim travel market.
Key Objectives of the DOT-GTBA Partnership
The MOU outlines several key initiatives to strengthen the Philippines’ Muslim-friendly tourism ecosystem. These efforts are designed to enhance the travel experience for Muslim visitors while fostering sustainable economic growth. Here are the primary objectives of the partnership:
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Joint Marketing Initiatives: The DOT and GTBA will collaborate on promotional campaigns to highlight the Philippines as a Muslim-friendly destination. This includes showcasing Halal-certified restaurants, hotels, and attractions at international travel expos.
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Research and Information Sharing: The partnership will focus on conducting market research to understand the needs and preferences of Muslim travelers, ensuring that tourism offerings are tailored to their expectations.
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Capacity-Building Workshops: Training programs will be rolled out to equip tourism stakeholders with the knowledge and skills to provide Muslim-friendly services, such as Halal food preparation and cultural sensitivity training.
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Participation in Global Travel Events: The DOT and GTBA will represent the Philippines at international travel marts and exhibitions to promote its Muslim-friendly tourism offerings, fostering partnerships with global tourism bodies.
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Development of Halal Tourism Infrastructure: The partnership will support the creation of Muslim-friendly facilities, such as prayer rooms and Halal-certified dining options, across key tourist destinations like Boracay and Cebu.
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Planning for Future Forums: The collaboration includes plans for the 3rd Halal and Muslim-Friendly Tourism Forum in 2026, which will further advance the development of this niche market.
These initiatives reflect a commitment to inclusivity and economic progress, ensuring that the Philippines remains competitive in the global tourism landscape.
The Growing Importance of Halal Tourism
Halal tourism, often referred to as Muslim-friendly tourism, caters to travelers who seek experiences that align with Islamic principles. This includes access to Halal food, prayer facilities, gender-segregated amenities, and environments free from alcohol and gambling. The global Muslim travel market is experiencing rapid growth, with 80 million international Muslim tourist arrivals recorded in the first half of 2024, according to CrescentRating. By 2028, this figure is expected to reach 230 million, with expenditures forecasted at $225 billion.
The Philippines, with its diverse cultural heritage and stunning landscapes, is well-positioned to attract Muslim travelers from regions like Southeast Asia, the Middle East, and beyond. The DOT-GTBA partnership builds on previous successes, such as the launch of Marhaba Cove in Boracay, a Muslim-friendly beach area designed to cater to Islamic laws. This initiative, unveiled in September 2024, was a collaborative effort between the DOT, the Local Government Unit of Malay, and private partners like Megaworld Hotels and Resorts. It serves as a model for how the Philippines can create inclusive tourism spaces.
Stakeholder Support and Regional Collaboration
The 2nd Halal and Muslim-Friendly Tourism Forum was attended by a distinguished group of stakeholders, including ambassadors from Malaysia, Indonesia, Cambodia, Brunei Darussalam, and Lao PDR. Their presence underscored the regional support for the Philippines’ efforts to promote Muslim-friendly tourism. DOT Undersecretaries Shahlimar Hofer Tamano, Myra Paz Valderrosa-Abubakar, and Ferdinand Jumapao, along with Assistant Secretaries Judilyn Quiachon and Ronald Conopio, also participated, highlighting the government’s commitment to this initiative.
GTBA President Michelle Taylan expressed gratitude for the DOT’s support, emphasizing the association’s dedication to fostering collaboration. “We’re proud to work alongside the DOT to promote Halal and Muslim-friendly tourism, contributing to the country’s economic development,” she said. The GTBA has a history of organizing events to explore niche tourism markets, including partnerships with embassies and tourism bodies from Muslim-majority countries in ASEAN.
The partnership also aligns with broader regional efforts to promote Muslim-friendly tourism. For example, Malaysia, a global leader in this sector, has set a high standard with its Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem. The Philippines is drawing inspiration from such models while tailoring its approach to its unique cultural context.
Economic and Cultural Impacts
The DOT-GTBA partnership is expected to have significant economic and cultural impacts. By catering to the needs of Muslim travelers, the Philippines can attract high-spending tourists, boosting local businesses and creating employment opportunities. The tourism sector’s contribution to GDP and job creation is already substantial, and this initiative is poised to further enhance these metrics.
Culturally, the partnership promotes mutual respect and understanding. By offering Muslim-friendly services, the Philippines demonstrates its commitment to inclusivity, welcoming travelers of all faiths and backgrounds. This aligns with the country’s reputation for exceptional hospitality, as highlighted by Secretary Frasco: “Beyond its natural beauty, the Philippines’ true allure lies in the exceptional hospitality that we offer.”
The upcoming 3rd Travel Sale Expo, scheduled for September 26-28, 2025, at SM Megamall Megatrade Hall in Mandaluyong City, will further promote Halal tourism. The event will feature deals and discounts on Muslim-friendly travel packages, reinforcing the Philippines’ position as a top destination.
Challenges and Opportunities
While the partnership presents significant opportunities, it also faces challenges. Ensuring consistent Halal certification standards across the country requires coordination between government agencies, private businesses, and certification bodies. Additionally, raising awareness among tourism stakeholders about the specific needs of Muslim travelers is crucial for the success of this initiative.
However, the opportunities far outweigh the challenges. The Philippines’ proximity to Muslim-majority countries like Indonesia and Malaysia, combined with its growing reputation as an emerging Muslim-friendly destination, positions it for success. The DOT’s collaboration with organizations like the Halal International Chamber of Commerce and Industries of the Philippines (HICCIP) and the Boracay Foundation further strengthens its efforts.
Looking Ahead
The DOT-GTBA partnership is a forward-thinking initiative that reflects the Philippines’ commitment to inclusive and sustainable tourism. By building on the momentum of previous efforts, such as the Marhaba Cove project and the 2nd Halal Tourism Forum, the country is paving the way for a more diverse and welcoming tourism sector. The planned 3rd Halal and Muslim-Friendly Tourism Forum in 2026 will provide an opportunity to assess progress and set new goals.
As the global Muslim travel market continues to grow, the Philippines is well-positioned to become a leader in this space. The DOT and GTBA’s collaborative efforts, supported by regional and international partners, will ensure that the country remains a top choice for Muslim travelers seeking authentic and respectful travel experiences.
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