Halal Tourism Boost as DOT Introduces Muslim Friendly Guidelines

The Philippines is strengthening its position as a Muslim-friendly destination as the Department of Tourism (DOT) introduces new guidelines and partnerships aimed at expanding Halal tourism nationwide. These measures are designed to cater to the growing Muslim travel market while promoting inclusivity and cultural respect.

New Muslim-Friendly Guidelines Announced

During the Langkit Festival in Marawi on August 19, Tourism Undersecretary Myra Paz Valderrosa-Abubakar highlighted the DOT’s commitment to creating more Muslim-friendly services across the country. The guidelines focus on ensuring that accommodations and establishments provide essential facilities for Muslim travelers, such as prayer rooms, qibla direction markers in guest rooms, and Halal-certified food options.

For hotels without Halal-certified kitchens, staff are encouraged to guide guests to nearby Halal-certified restaurants. In addition, hotel employees are being trained to greet Muslim visitors respectfully, including using the greeting “assalamu alaykum.”

The DOT is also continuing its support for the annual Salam Halal Tourism and Trade Expo, which gathers Halal certifying bodies, food manufacturers, restaurants, and service providers to promote Halal tourism offerings.

DOT and GTBA Strategic Partnership

To further expand Halal tourism, the DOT recently signed a Memorandum of Understanding (MOU) with the Global Tourism Business Association (GTBA) during the 2nd Halal and Muslim-Friendly Tourism Forum held in Cebu City.

The partnership outlines a comprehensive roadmap for Muslim-friendly tourism in the Philippines, including:

• Joint marketing efforts to attract Muslim travelers worldwide.

• Conducting research on Muslim traveler preferences.

• Organizing capacity-building workshops to improve Halal service delivery.

• Promoting the Philippines in global travel events as a Muslim-friendly destination.

• Supporting the development of Muslim-friendly infrastructure, such as prayer rooms and Halal dining areas in top tourist spots like Boracay and Cebu.

Tourism Secretary Christina Garcia Frasco emphasized the importance of this partnership, noting that tourism contributed 8.9 percent to the national GDP in 2024, generating 6.75 million direct jobs and supporting nearly 10 million others indirectly.

Regional Implementation in Mindanao

In Northern Mindanao, the DOT has issued a memorandum circular creating specific standards for Muslim-friendly accommodations. These include requirements for prayer rooms, qibla direction indicators, and Halal-certified food services.

A training module has been developed for hotel staff to ensure proper protocols in welcoming Muslim guests. Establishments meeting the criteria can apply for official DOT recognition as Muslim-Friendly Accommodation Establishments. The department is also working with local governments and supermarkets to establish Halal lanes, making it easier for Muslim travelers to access certified products.

Recognitions and Industry Participation

The DOT has made significant progress in accrediting and recognizing Muslim-friendly establishments. In April 2024, the department released Memorandum Circular 2024-003, updating operational standards for Muslim-friendly accommodations.

Partnerships with the private sector are also advancing. Megaworld Hotels & Resorts, with 13 properties across the Philippines, was recognized as 100 percent Muslim-friendly and awarded “Muslim-Friendly Chain of the Year” at the Halal in Travel Awards in Singapore in June 2024. Projects like “Marhaba Boracay,” a Muslim-friendly cove developed for family-oriented tourism, are part of these efforts.

Building a Comprehensive Halal Ecosystem

The DOT’s initiatives are closely aligned with the Philippines’ broader push to build a national Halal ecosystem. The National Commission on Muslim Filipinos (NCMF) plays a leading role in overseeing Halal certification and ensuring Islamic compliance. This approach not only boosts tourism but also supports trade, with a national target of PHP 230 billion in Halal-related investments and 120,000 new jobs by 2028.

Positioning in the Global Halal Tourism Market

The Philippines is working to position itself strongly in the global Muslim travel market, which is projected to reach $225 billion by 2028. This growth is driven by increasing numbers of Muslim travelers seeking destinations with Halal-certified food, prayer facilities, and cultural respect.

Other Asian destinations are also intensifying their Halal tourism efforts. Hong Kong has recently ranked among the top three Muslim-friendly non-OIC destinations in the Global Muslim Travel Index, while Hanoi, Vietnam, has announced new policies to welcome Halal tourists through staff training and incentives for businesses.

By implementing strong guidelines and building Muslim-friendly infrastructure, the Philippines aims to compete with these emerging players while strengthening its unique appeal as a diverse and welcoming destination.

Economic and Cultural Impact

The DOT’s Halal tourism drive is expected to create new opportunities for businesses across food services, hotels, retail, and transportation. Beyond economic benefits, the effort promotes inclusivity, ensuring that Muslim travelers feel respected and comfortable in the Philippines.

Cultural initiatives such as Salam Halal Tourism and the promotion of Muslim-friendly zones like Marhaba Boracay highlight the government’s dedication to fostering interfaith understanding and inclusivity. These projects also reinforce the Philippines’ long-standing reputation for hospitality while creating stronger global tourism competitiveness.

The introduction of Muslim-friendly guidelines, strategic partnerships with industry stakeholders, and the recognition of Halal-certified establishments mark a significant step forward for the Philippines’ tourism sector. With sustained momentum, the DOT aims to position the country as a leading destination for Muslim travelers in Southeast Asia.

The upcoming 3rd Halal and Muslim-Friendly Tourism Forum, scheduled for 2026, will serve as an important platform to measure progress and set new benchmarks for Halal tourism development.