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Jeddah - Yasmine El Tohamy - MANILA: The Philippine Department of Tourism launched on Friday the Halal Tourism and Trade Expo, SALAAM, to promote halal-certified and Muslim-friendly tourism products and services.

Tourism is a key sector for the Philippines, and its government has lately been trying to attract more Muslim visitors by ensuring that they have access to halal products and services.

The three-day event, inaugurated in Quezon City, is the first such exhibition fully hosted by the Department of Tourism and aims to expand the Philippines’ “halal tourism offerings, ensuring our country maintains its reputation for hospitality, inclusivity, and cultural sensitivity,” Tourism Secretary Christina Frasco said during the launch.

“Aligned with our National Tourism Development Plan, we have placed halal tourism high on our priority agenda to strengthen our halal tourism portfolio, raise awareness among tourism stakeholders about the values and practices important to Muslim travelers, and ensure our competitiveness in the global tourism market.”

There are some 12 million Muslims in the nearly 120 million, predominantly Catholic population of the Philippines, according to the National Commission for Muslim Filipinos.

They live mostly on the island of Mindanao and in the Sulu archipelago in the country’s south, constituting the third-largest Muslim community in Southeast Asia after Indonesia and Malaysia.

“Islamic influence in the Philippines is deeply rooted in our history and culture, particularly in the southern region of Mindanao. This region, rich in natural beauty and cultural diversity, is a testament to the harmonious coexistence of various cultures and traditions. Mindanao, with its lush landscapes, pristine beaches, and vibrant communities, is integral to our nation’s identity,” Frasco said.

“Our efforts towards becoming a more Muslim-friendly destination are not only an invitation for Muslim travelers to visit the Philippines but also a recognition of the significant contributions of our Muslim communities across the country. These Islamic influences enrich our heritage as a nation, adding to the vibrant tapestry of Filipino culture.”

Last month, the Philippines was recognized as an Emerging Muslim-friendly non-Organization of Islamic Cooperation Destination by Mastercard-CrescentRating Global Muslim Travel Index.

The index is an annual report benchmarking destinations in the Muslim travel market.

In 2023, the Philippines also won the award and has since boosted efforts to attract visitors from the Middle East.

The country has welcomed more than 2 million international travelers since the beginning of 2024 and marked a 10 percent increase in visitors arriving from Gulf countries, including Saudi Arabia and the UAE, which have been among the Philippine government’s key emerging-market targets.

The Department of Tourism expects to welcome an estimated 10,000 visitors to the SALAAM exhibition, particularly foreign tourists, halal business owners, and entrepreneurs.

The event features exhibits, workshops, networking sessions, and culinary demonstrations by renowned chefs.

“The theme of this year’s expo, ‘Celebrating Excellence in Philippine Halal Tourism, Innovation, and Culture,’ perfectly encapsulates the celebration of our rich heritage, innovative spirit, and dedication to building an inclusive environment for all,” Quezon City Mayor Josefina Belmonte said during the event’s opening ceremony.

“As we navigate the path forward, let us recognize the value of collaboration among government agencies, private sectors, local communities, and international partners in achieving our goal of inclusive prosperity. Together, we can create a thriving halal ecosystem that benefits everyone.”