THE Philippines retained its title as an emerging Muslim-friendly destination for the second straight year, according to the latest citations released by Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024.
The citation for another Emerging Muslim-friendly non-Organisation of Islamic Cooperation (OIC) nation was announced at the Halal in Travel Global Summit in Singapore on May 30.
The GMTI said the Philippines focuses on “building capacity to welcome tourists through various initiatives,” including Halal food and integrating Muslim-friendly amenities in major tourist spots.
“Tourism authorities have placed Halal tourism high on their priority agenda, evidenced by their action to enhance the Halal tourism portfolio and raise awareness among tourism stakeholders about the values and practices important to Muslim travelers,” the GMTI said.
The American multinational payment card services firm said the Philippines recorded an increase in its communications score since 2023.
“Among non-OIC destinations, the Philippines has steadily increased its appeal to Muslim tourists by strategically developing their Halal Tourism portfolio, enhancing halal accreditation of hotels and restaurants, and conducting halal awareness orientations,” it said. “This effort builds on their achievement of winning the Emerging Muslim-friendly Destination of the Year award in last year’s Halal in Travel Global Summit, based on GMTI 2023 results.”
Fazal Bahardeen, founder and chief executive officer of CrescentRating, said the improved score also demonstrates the “unwavering commitment of the Department of Tourism (DOT)” to bolstering Muslim-friendly tourism and advancing the destination’s appeal.
According to the joint report of Mastercard and CrescentRating, the Muslim population is projected to increase from 2.12 billion in 2024.
GMTI analyzes data across 145 destinations using the metrics access, communication, environment and services.
Over time, the criteria evolved to keep pace with the changing needs of Muslim travelers.
Tourism Secretary Christina Frasco on Saturday, June 1, welcomed the citation and called it an “affirmation of the Marcos administration’s commitment to diversity and inclusivity.”
“The Philippine Department of Tourism recognizes the significance and potential of halal tourism in contributing to the growth and diversity of our tourism industry,” she said.
She added: “As a country known for its warm hospitality, rich cultural heritage, and breathtaking natural attractions, catering to the needs of Muslim travelers through the development of halal tourism is crucial in ensuring that we raise our competitiveness in the global tourism market.”
Frasco said halal tourism presents a rapidly growing market segment and that the Philippines is committed to prioritizing it.
The travel summit coincided with President Ferdinand R. Marcos Jr.’s state visit to Brunei, where Frasco inked a tourism cooperation agreement with her counterpart in a bid to further develop Halal tourism in the Philippines, among others.
Halal Tourism is a priority product under the recently approved National Tourism Development Plan (NTDP) 2023 to 2028. (Philippine News Agency)
