Frasco solidifies ties with Saudi aviation leaders

As the Kingdom of Saudi Arabia continues to be regarded as a significant source market for Philippine tourism, the Department of Tourism has strengthened its ties with key Arabian aviation firms, reaffirming its commitment to deepening tourism partnerships in the Middle East.

According to the DOT, Undersecretary Verna C. Buensuceso—representing Tourism Secretary Christina Garcia Frasco, who was unable to attend the meetings after being designated by President Ferdinand Marcos Jr. to assist typhoon-hit communities—led the Philippine delegation in separate discussions with Saudia Airlines General Manager Abdulrahman Alabdulwahab and Riyadh Air Vice President for Network Planning and Partnerships Wolfgang Reuss.

The discussions centered on expanding air connectivity and developing joint tourism promotion initiatives to attract more Saudi visitors to the Philippines.

Philippine Ambassador to Saudi Arabia H.E. Raymond Balatbat also attended the meetings, held on the sidelines of the 26th UN Tourism General Assembly in Riyadh.

Undersecretary Buensuceso conveyed Secretary Frasco’s directives to enhance accessibility and strengthen tourism collaboration between the Philippines and the Kingdom.

“As a destination, the Philippines continues to gain ground among Saudi travelers, recognized for its warm hospitality, competitive value, English-speaking service culture, and growing Halal-friendly tourism infrastructure. Saudi nationals enjoy visa-free entry to the Philippines for up to 30 days, making travel easier and more accessible. Saudi Arabia has emerged as one of the world’s fastest-growing outbound tourism markets, driven by a young and affluent population with high disposable income for travel. It represents one of our most dynamic and high-value markets in the Middle East,” Secretary Frasco said in her message.

Tourism receipts from the Saudi market reached $37.86 million in 2024 — a 46 percent increase from 2023 — reaffirming the Kingdom’s status as one of the Philippines’ fastest-growing and highest-value markets.

“Our shared values of hospitality, family, and faith make the Philippines a natural destination of choice for Saudi travelers. The Philippines expects further increases with the launch of new direct routes in 2025, including Riyadh–Cagayan de Oro and Riyadh–Zamboanga, complementing existing Riyadh–Manila and Jeddah–Manila connections. With enhanced air connectivity, we aim to bring the beauty and warmth of our islands even closer to the Saudi people,” she added.

DOT data shows that top destinations for Saudi visitors outside Metro Manila include Cebu (23.29%), Aklan/Boracay (21.92%), Pampanga (15.07%), Palawan (8.22%), and Cavite (1.37%), reflecting a strong preference for premium, family-friendly beach and resort experiences.

To support this growing market, the DOT under Frasco has prioritized Muslim-friendly and Halal tourism initiatives to ensure that visitors from Saudi Arabia and other Muslim-majority countries feel welcome. Efforts include increasing Halal-certified dining establishments, partnering with hotel chains such as Megaworld Hotels and Resorts to develop Muslim-friendly properties, and launching Marhaba Boracay, the Philippines’ first Muslim-friendly cove.