Philippines Enhances Halal Certification to Attract More Muslim Tourists

The Philippines is ramping up efforts to cater to Muslim tourists by increasing halal accreditation for hotels and restaurants across the country. This initiative aims to make the archipelago, renowned for its pristine white sandy beaches, world-class diving spots, and rich cultural heritage, more welcoming to halal certification tourists.

Tourism is a significant sector for the Philippines, contributing nearly 13 percent, or about $44 billion, to the country’s gross domestic product in 2019. Recognizing the potential of the Muslim travel market, the Department of Tourism (DOT) is actively working to enhance halal certification standards in the hospitality industry.

“All regions in the Philippines are striving to be more Muslim-friendly,” said DOT Undersecretary Myra Paz Abubakar. “We are encouraging restaurant owners to establish halal kitchens and ensure their establishments are certified to attract more Muslim tourists.”

The predominantly Catholic Philippines, where Muslims make up about 10 percent of the nearly 120 million population, is also focusing on developing its domestic halal industry. By 2028, the country aims to double the number of halal-certified products and services.

In early May, the DOT led a delegation to the Arabian Travel Market in Dubai, showcasing the Philippines’ top tourist attractions to the international market. This comes as tourist arrivals from the Middle East have surged, with more than 2 million international travelers visiting the Philippines since the beginning of the year. Notably, there has been a 10 percent increase in visitors from Gulf countries, including Saudi Arabia and the UAE, which are key targets for the Philippine government.

“We’re not only targeting the Middle East market but also our neighboring countries such as Brunei, Indonesia, and Malaysia,” Abubakar added. These Muslim-majority countries in Southeast Asia are seen as vital markets for the Philippines’ tourism strategy.

The Philippines was recognized as the Emerging Muslim-friendly Destination of the Year at the Halal in Travel Global Summit in Singapore last year. This accolade underscores the country’s commitment to enhancing its appeal to Muslim travelers. Since then, making the Muslim market a priority has been a central focus of the tourism sector.

Marie Elaine Unchuan, DOT regional director, emphasized the importance of halal certification in the tourism industry. “We’re preparing to certify Muslim-friendly hotels and restaurants because we understand that halal certification is crucial for Muslim travelers,” she said.

The Philippines, home to Southeast Asia’s third-largest Muslim population, is keen to position itself as a top destination for Muslim tourists. At international tourism fairs, Philippine officials are frequently asked about the availability of halal-certified restaurants and Muslim-friendly hotels.

“That is one of the common questions we receive,” Unchuan noted. “We want to be very prepared to meet these needs so we can effectively market our country to Muslim travelers.”

In addition to boosting halal certification, the DOT is working on various initiatives to make the Philippines a more inclusive destination. This includes training programs for hospitality staff on Muslim-friendly practices and promoting halal-certified food products.

The DOT’s efforts are part of a broader strategy to diversify the tourism market and ensure that all travelers feel welcome and accommodated in the Philippines. By prioritizing halal certification and catering to the needs of Muslim tourists, the Philippines is set to become a leading destination for Muslim travelers in the region.

As the global travel industry recovers from the impacts of the pandemic, the Philippines’ commitment to enhancing its halal certification standards and promoting Muslim-friendly tourism is expected to play a significant role in attracting a diverse range of international visitors.