The Department of Tourism (DOT) has partnered with the Global Tourism Business Association (GTBA) to further promote Halal and Muslim-friendly tourism in the Philippines.

Signed during the 2nd Halal and Muslim-friendly Tourism Forum in Cebu City on 16 July 2025, the Memorandum of Understanding (MOU) outlines joint efforts to promote inclusive travel experiences through shared marketing initiatives, research, capacity-building workshops, and participation in international travel expos.

Tourism Secretary Christina Garcia Frasco emphasized the importance of unity and hope in building respectful and inclusive tourism, noting that the sector contributed 8.9 percent to the country’s GDP in 2024 and directly created 6.75 million jobs.

“These words — panaghiusa (unity) and paglaum (hope) — may be Cebuano, but they carry the heart of every Filipino,” Frasco said. “It’s about transforming the Philippines into a country where every visitor is welcomed with respect, and every Filipino is uplifted with pride.”

GTBA Founder and President Michelle Taylan said the collaboration aims to position the country as a top destination for Muslim travelers.

“We're proud to work alongside the DOT to promote Halal and Muslim-friendly tourism... contributing to the country's economic development,” she added.

The event was attended by distinguished guests, including ambassadors to the Philippines from Malaysia, 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. 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 Judy Dela Cruz Gabato; and Director Alven Talisic. DOT and GTBA will work together to implement the agreement, with plans for the 3rd Halal and Muslim Friendly Tourism Forum in 2026.

Plans for a third Halal Tourism Forum in 2026 and GTBA’s upcoming Travel Sale Expo in September were also announced.