Department of Tourism (DOT) Secretary Christina Garcia Frasco has positioned the country as a Muslim-friendly destination through a “listening session” with tourism players from the Middle East.

Frasco met with some 90 travel and tourism stakeholders from the Middle East market on the sidelines of the Arabian Travel Market (ATM) 2024 on Monday.

She said the Philippines and the Middle Eastern countries share common culture, history and religion that have shaped both nations including the rich Islamic heritage.

“The Islamic influence connects the Philippines to the broader Islamic world, including the Middle East, fostering a shared appreciation for Islamic traditions, architecture and cultural customs,” she said.

Following a citation it earned during the Halal in Travel Global Summit 2023, the Philippine government under the administration of President Ferdinand R. Marcos Jr. reinforced its position as an emerging Muslim-friendly destination.

“Since then, we have eyed this niche market by strategically developing our Halal Tourism portfolio, offering Halal-certified dining, increasing halal accreditations, and conducting Halal awareness orientations,” Frasco said.

In terms of the recovery of international arrivals from the Middle East into the Philippines in 2023 from 2019 pre pandemic, there has been 419 percent recovery from UAE, 547 percent from Qatar and 130 percent from Kuwait.

Frasco said there are already over one million seats from the region coming into the Philippines in 2023.

“The Muslim travel market is poised to significantly contribute to the growth of the global tourism industry, with arrivals expected to reach 140 million by the end of 2023 and an estimated expenditure of USD225 billion by 2028,” she said.

MOU signing

Frasco also led the opening of the Philippine Pavilion at the ATM 2024 at the Dubai World Trade Center where she underscored the significance of the country’s participation in the event.

During the event, Frasco and Megaworld Hotels and Resorts (MHR) Managing Director Cleofe Albiso signed a memorandum of understanding (MOU) to establish more Muslim-friendly properties in the Philippines.

Through MOU, all MegaWorld properties commit to be Halal- and Muslim-friendly.

Frasco said they would also be the DOT’s partners in furthering the country brand, Love the Philippines, and in ensuring the Filipinization of resort properties all over the country.

“We know that we are looking forward to our full support and utmost cooperation and making sure that we attract and also create stronger ties in attracting our Muslim brothers and sisters, which we need so much in our country,” Albiso said.

Under the MOU, the DOT will engage MHR as partner in carrying out the 2025 National Accommodation Standards, Halal and Muslim-friendly Tourism Standards and Guidelines, Balik Bayani sa Turismo, Philippine Retirement Authority-accredited merchant, and the Filipino Brand of Wellness. (PNA)