The Department of Tourism (DOT), in a robust partnership with the Global Tourism Business Association Inc. (GTBA), successfully hosted the 2nd Halal and Muslim-Friendly Tourism Forum on Wednesday, July 16, at Seda Hotel in Cebu City. The forum underscored the Philippines’ commitment to becoming a more welcoming and accommodating destination for Muslim travelers through enhanced stakeholder collaboration and strategic alliances.
A significant moment during the forum was the signing of a Memorandum of Understanding (MOU) between DOT Secretary Christina Garcia Frasco and GTBA President Michelle Taylan. This agreement reaffirms their shared dedication to advancing Halal and Muslim-friendly tourism initiatives across the archipelago.
In her keynote address, Secretary Frasco emphasized the importance of respectful and inclusive tourism, drawing inspiration from Cebu’s rich 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,” Secretary Frasco stated.
Secretary Frasco also highlighted tourism’s crucial role in national development, noting its substantial contribution of 8.9 percent to the Philippines’ Gross Domestic Product (GDP) in 2024. The industry directly generated 6.75 million jobs and indirectly supported nearly 10 million more.
As a proud Cebuana, Secretary Frasco underscored the significance of unity (panaghiusa) and hope (paglaum) in shaping a truly inclusive and community-driven tourism sector. “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,” she added.
Echoing Secretary Frasco’s sentiments, GTBA President Michelle Taylan remarked that the forum was “not simply a gathering of stakeholders, but a celebration of diversity and unity.” She further added, “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.”
The forum saw the esteemed presence of several international dignitaries, including Malaysian Ambassador to the Philippines 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. Their attendance underscored the international significance of the event, which aimed to explore policy directions, deepen international cooperation, and identify new opportunities to promote Halal and Muslim-friendly tourism in the Philippines.
Also in attendance were key DOT officials, including 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.
The successful forum marks another significant step in the Philippines’ journey to strengthen its position as a truly inclusive and diverse global tourism destination.
