The Department of Tourism (DOT) has officially partnered with Robinsons Hotels and Resorts (RHR) to position the Philippines as a premier tourism destination in Asia.
According to the Memorandum of Agreement signed between Tourism Secretary Christina Garcia Frasco and RHR Senior Vice President (SVP) and Business General Manager (BUGM) Barun Jolly at the sidelines of the Arabian Travel Market (ATM) Dubai 2025, this strategic alliance aims to enhance the country’s global appeal through innovative programs and sustainable tourism practices, promoting the Philippines’ unique attractions while fostering community-based initiatives that showcase its world-class hospitality.
“Through the signing of a Memorandum of Understanding between the Department of Tourism and Robinsons Hotels and Resorts, we strengthen our readiness to welcome Muslim travelers from the Middle East and GCC.”
Frasco emphasized the significance of the collaboration, stating: “Through the signing of a Memorandum of Understanding between the Department of Tourism and Robinsons Hotels and Resorts, we strengthen our readiness to welcome Muslim travelers from the Middle East and GCC.”
“This collaboration will also include capacity-building, destination development, and programs under the Filipino Brand of Service Excellence, ensuring that every visitor – regardless of culture or faith – feels seen, cared for, and cherished.”
“Through this partnership, RHR will be working closely with the Department of Tourism to expand the availability of Muslim-friendly accommodations across the Philippines, aligned with our Halal Tourism and Muslim-friendly Tourism Roadmap. This collaboration will also include capacity-building, destination development, and programs under the Filipino Brand of Service Excellence, ensuring that every visitor – regardless of culture or faith – feels seen, cared for, and cherished,” the tourism chief added.
Under the agreement, the DOT will recognize RHR as a key partner in promoting Halal and Muslim-Friendly Tourism Standards, as well as in the accreditation for the Philippine Retirement Authority, enabling value-added promotions for retirees.
Additionally, the DOT will support RHR’s marketing efforts using government-endorsed tools like the “Love the Philippines” campaign and provide training programs at no cost, focusing on tourism sustainability and customer service excellence.
In turn, RHR will actively support DOT programs within its properties, offering complimentary venues for training sessions and integrating DOT-approved marketing materials into its promotional strategies.
