Philippines Eyes Qatari Market With Halal Tourism Initiatives

The Philippines has showcased unified efforts to promote the country’s diverse offerings, including halal and Muslim-friendly tourism, as part of its bid to attract Qatari travellers during the recently held Qatar Travel Mart (QTM) 2025.

The Department of Tourism (DoT), led by Undersecretary Myra Paz Valderrosa-Abubakar, and the Philippine embassy in Qatar, joined forces with other government agencies during the event to position the Philippines as a premier travel destination and highlight the country’s hospitality and cultural richness.

Valderrosa-Abubakar said the Philippine delegation’s presence was part of a broader effort to highlight readiness and inclusivity, adding that the participation at QTM 2025 reflected a “whole-of-nation” approach, with representatives from local government, the private sector, and Muslim affairs joining the campaign.

She explained that the DoT has institutionalised Muslim-friendly tourism through Memorandum Circular 2024-003, which sets six guidelines for accredited establishments.

“As of today, we have already recognised 42 accommodation establishments throughout the country to be Muslim-friendly,” she said, citing Megaworld Hotels & Resorts’ 13 properties receiving the ‘Muslim-Friendly Accommodation Establishment’ certification, and Robinsons Hotels and Resorts (RHR) as among those inspected by the DoT.

The accreditation requires staff training, Qibla directional markers in rooms, alcohol-free minibars, and listings of nearby mosques and halal restaurants, Valderrosa-Abubakar further explained.

Beyond accreditation, the DoT has rolled out new facilities and tools, stated Valderrosa-Abubakar, who pointed to the launch of a Muslim-friendly travel log, accessible via QR code, and the opening of the Marhaba Boracay Cove, an “800sq m beach area exclusively for Muslim travellers”.

“After Marhaba Cove, Bohol province is also looking for a place that can be converted to a beach cove for our Muslim brothers and sisters,” she told Gulf Times on the sidelines of the travel mart, adding that hotels in Cebu are being prepared ahead of the Asean Tourism Forum 2026.

Asked about developments in the Philippines’ inbound tourism, the undersecretary noted that there’s been a “10%” increase from 2023 to 2024, describing the growth as “steady, not stagnant but increasing”.

According to Valderrosa-Abubakar, Malaysia ranks among the Philippines’ top 10 source markets. She also said the DoT is benchmarking with Thailand’s halal tourism model and learning from Japan’s service providers to strengthen its offerings.

Valderrosa-Abubakar also underscored the impact of halal certification on Muslim tourists, citing how halal-certified Filipino food had impressed a top tourism officer from Brunei.

This reception demonstrates both readiness and innovation, positioning halal tourism as a bridge to stronger ties with the Gulf market, she added.