The Department of Tourism (DOT), in partnership with the Global Tourism Business Association Inc. (GTBA), hosted the 2nd Halal and Muslim-Friendly Tourism Forum recently at Seda Hotel in Cebu City.
The event aimed to strengthen initiatives that make the Philippines a more accommodating destination for Muslim travelers through stakeholder collaboration and strategic partnerships.
A key highlight of the forum was the signing of a Memorandum of Understanding (MOU) between DOT Secretary Christina Garcia Frasco and GTBA President Michelle Taylan which reaffirmed the shared commitment to advancing Halal and Muslim-friendly tourism.
In her keynote address, Frasco highlighted the need for respectful and inclusive tourism, drawing from Cebu’s history: “More than 500 years ago, on the shores of Mactan, Lapu-Lapu stood with unyielding courage to protect the dignity of his people. His defiance was not a rejection of the outside world, but an assertion of identity-a reminder that our culture and way of life must be treated with respect. That same spirit lives on in how we welcome travelers from all over the world. Through Halal and Muslim-friendly tourism, we reaffirm that Filipino hospitality is not only warm-it is respectful. It embraces culture, honors faith, and upholds the dignity of all peoples.”
She also emphasized tourism’s vital role in national development, noting that the industry accounted for 8.9 percent of the Philippines’ Gross Domestic Product (GDP) in 2024, directly generated 6.75 million jobs and supported nearly 10 million more indirectly.
Furthermore, as a proud Cebuana, the tourism chief underscored the importance of unity (panaghiusa) and hope (paglaum) in shaping inclusive and community-driven tourism.
“These words-panaghiusa and paglaum-may be Cebuano, but they carry the heart of every Filipino.”
“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,” Frasco added.
Meanwhile, GTBA President Michelle Taylan echoed the tourism head’s message, emphasizing that the forum was not simply a gathering of stakeholders, but a celebration of diversity and unity.
“By championing Muslim-friendly tourism, we aim to make our Muslim visitors feel at home.”
“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. By championing Muslim-friendly tourism, we aim to make our Muslim visitors feel at home allowing them to practice their faith freely and experience the warm hospitality of the Filipino people. We believe that by working together, we can grow to be a more inclusive and inviting tourism sector that benefits all parties,” Taylan said.
Among the distinguished guests who joined the forum were Malaysian Ambassador to the Philippines Dato Abdul Malik Melvin Castelino; Indonesian Ambassador Agus Widjojo; Cambodian Ambassador Sin Saream; Brunei Darussalam Ambassador Megawati Dato Paduka Haji Manan; and Lao PDR Ambassador Sonexay Vannaxay.
The gathering aimed to explore policy directions, deepen international cooperation, and identify opportunities to further promote Halal and Muslim-friendly tourism in the country.
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 Judilyn Gabato; and Director Alven Talisic.
