Philippines Boosts Halal Tourism with Strengthened DOT-GTBA Partnership

Cebu City- The Department of Tourism (DOT) and the Global Tourism Business Association (GTBA) have signed a Memorandum of Understanding (MOU) to promote Muslim-friendly tourism in the Philippines. The partnership was formalized on July 16, 2025, during the 2nd Halal and Muslim-friendly Tourism Forum held in Cebu City.

The MOU aims to strengthen cooperation between DOT and GTBA in developing Halal and Muslim-friendly tourism in the country. Key initiatives include exchanging tourism promotion materials, conducting research and information sharing, providing human resource development through targeted workshops and seminars, participating in international travel marts, exhibitions, and tourism-related events.

GTBA Founder and President Michelle Taylan expressed her gratitude to Tourism Secretary Christina Garcia Frasco for her support, highlighting the growing demand for Muslim-friendly travel. ” “Our association has always been dedicated to supporting the Department of Tourism’s initiatives, fostering collaboration that drives tourism growth and benefits local communities. We’re proud to work alongside the DOT to promote Halal and Muslim friendly tourism and the broader tourism industry, contributing to the country’s economic development,” Taylan said.

During her keynote address, Secretary Christina Garcia Frasco emphasized the importance of respectful and inclusive tourism, drawing from Cebu’s history. She highlighted tourism’s vital role in national development, noting that the industry accounted for 8.9% of the Philippines’ GDP in 2024, directly generating 6.75 million jobs and supporting nearly 10 million more indirectly.

Secretary Christina Garcia Frasco also underscored the values of unity (panaghiusa) and hope (paglaum), saying, “These words—panaghiusa and paglaum—may be Cebuano, but they carry the heart of every Filipino. They’re the spirit of a nation that welcomes the world with unity and hope. Because in the end, this is not just about transforming tourism—it’s about transforming the Philippines into a country where every visitor is welcomed with respect, and every Filipino is uplifted with pride.”

Taylan highlighted that the forum was not simply a gathering of stakeholders, but a celebration of diversity and unity. “As we strive to position the Philippines as a premier destination for Muslim travelers, we recognize the vital importance of creating an inclusive and welcoming environment that highlights our unique cultural and traditional heritage,” she said.

The event was attended by distinguished guests, including ambassadors to the Philippines from Malaysia, H.E. Dato Abdul Malik Melvin Castelino; Indonesian Ambassador H.E. Agus Widjojo; Cambodian Ambassador H.E. Sin Saream; Brunei Darussalam Ambassador H.E. Megawati Dato Paduka Haji Manan; and Lao PDR Ambassador H.E. Sonexay Vannaxay. Also in attendance were DOT Undersecretaries Shahlimar Hofer Tamano, Myra Paz Valderrosa-Abubakar, and Ferdinand Jumapao; Assistant Secretaries Judilyn Quiachon and Ronald Conopio; Region VII Regional Director Judy Dela Cruz Gabato; and Director Alven Talisic. DOT and GTBA will work together to implement the agreement, with plans for the 3rd Halal and Muslim Friendly Tourism Forum in 2026.

GTBA will also gear up for its third Travel Sale Expo happening on September 26-28,2025 at the SM Megamall Megatrade Hall in Mandaluyong City. The travel trade fair will feature deals and discounts on Halal tourism in line with the newly-signed MOU.

This partnership is expected to boost the country’s Halal tourism industry, making the Philippines a premier destination for Muslim travelers. By promoting Halal and Muslim-friendly tourism, the country aims to create an inclusive and welcoming environment that showcases its unique cultural and traditional heritage.