Muslim-friendly PH tourism takes spotlight in GTBA forum

Cebu City- The Global Tourism Business Association (GTBA) is once again setting the stage for dialogue and partnerships as it holds its 2nd Halal and Muslim-Friendly Tourism Forum in Cebu on July 16, 2025 with guest of honor and speakers DOT Secretary Christina Garcia Frasco, Malaysia Ambassador H.E. Malik Melvin Castelino, Indonesia Ambassador H.E. Agus Widjojo, Brunei Ambassador H.E. Megawati Manan, Cambodia Ambassador H.E. Sin Saream and Laos Ambassador H.E. Sonexay Vannaxay. The forum is in conjunction with the 7th Global Travel Exchange and Roadshow B2B, supported and is co-presented by the Department of Tourism.

GTBA has been in the forefront of pushing for sustainable tourism and highlighting overlooked segments in the industry where the Philippines can optimize and improve on. This includes strengthening halal offers and developing destinations catering to Muslim travelers.

Keeping in mind this goal, the association has held multiple events and seminars dedicated to discussion on how the Philippines can leapfrog as a Muslim-friendly travel destination.   “We have a very robust partnership with our embassies and national tourism organizations representing countries with a majority population practicing Islam. And of course, we are fully committed to promoting our ASEAN neighbors, many of which are Muslim countries,” GTBA President Michelle Taylan said.   “That’s why it’s very important to pursue the development of halal offers in the Philippines. It’s our way of keeping diversity flourishing in the country, and making sure more people get the chance to experience the beauty of the Philippines,” she added.

Earlier this year, GTBA President Michelle Taylan and Oneklik Events met with Malaysia Ambassador H.E. Malik Melvin Castelino and Indonesia Ambassador H.E. Agus Widjojo and the rest of the Indonesian embassy team. The discussion centered on new tourism and business partnership opportunities between the two countries and the Philippines, as well as preparations for  the Travel Sale Expo 2025 and Halal tourism forum.

Taylan and the GTBA Board of Trustees also had a discussion with Department of Tourism Secretary Christina Garcia Frasco regarding the Halal forum and the other succeeding events organized by the association.   “We already got the ball rolling by initiating the need to improve our Halal offers. So the next step is to execute the plans along with our friends and partners in the industry,” Taylan said. “We’re excited to explore all the other incentives the Philippines could get from opening up its doors to our Muslim brothers and sisters from around the world.”