MANILA: The Philippine government is determined to get a share of 20 to 25 percent of the $200bn global Halal market and the authorities have accelerated efforts to achieve this target as part of the ‘Halal Tourism Project’ launched recently by the Philippine Department of Tourism (PDOT). The project aims at attracting more tourists and visitors from the GCC and other Muslim countries by promoting the establishment of Halal food restaurants across the country.
The PDOT has set its sights on seeking a larger slice of the global Halal tourism market by making the Philippines friendly to Muslim tourists.
“The best and most important welcome to the visitors is with food. And if you are not Halal, then there is a very important segment of society in the world that you are not extending a proper welcome to,” noted Ramon Jimenez Jr, Secretary at the PDOT, during the launch of the Project recently.
Citing a recent Crescent Rating data that sees the 117 million Muslim travelers rise to 168 million by 2020, Jimenez said, adding “The market is already there, with arrivals from Malaysia, for one, growing at a double-digit rate. The only thing that is wanting is capacity.”
The PDOT has worked with National Commission on Muslim Filipinos (NCMF), Halal International Chamber of Commerce and Industries of the Philippines, Inc (HICCIP), and Crescent Rating, to prepare the kitchens and facilities of 50 hotels, resorts, restaurants, and other tourism-related establishments in Manila, Baguio, Cebu, Boracay, Davao, Bohol, Palawan, Caraga, Zamboanga City, General Santos City, Koronadal, and Cotabato City, to be halal-certified.
“The PDOT is subsidizing the costs of Halal certification and accreditation for one year; will provide training on global Halal standards; and include the participating Halal establishments in its sales missions and trade expositions abroad,” said Assistant Secretary Arturo Boncato, Jr, who oversees the implementation of Halal Tourism Project for the DOT. He cited several international events where the project was introduced, and the Halal-certified establishments promoted, like The Riyadh Travel Fair in Saudi Arabia, the Arabian Travel Market in Dubai, and the 2nd Halal Tourism Conference in Konya, Turkey.
Secretary Yasmin Lao of the National Commission on Muslim Filipinos (NCMF) lauded the PDOT’s commitment to advancing the Halal industry, citing that Secretary Jimenez has once again shown political will in efficiently implementing “The Halal Tourism Project” in less than 100 days.
“I strongly believe that ‘The Halal Tourism Project’ will lead towards a way Muslim-Filipinos feel that they are so very much part of this country” the NCMF Secretary added, citing that Halal will be a “game changer” in terms of economic development of Muslim-Filipinos.
“Of the 1.8 billion Muslim population worldwide, 1.3 billion of them are in this side of the world. If these figures are any indication, the potential of the Halal industry in the Philippines to thrive is certainly endless, more so with an integrated ASEAN economy,” said Jimenez.
He pointed out that the PDOT has identified the Halal industry as a potential growth area for development largely due to the increasing demand from the huge and growing Muslim markets from the Middle East, Turkey, Israel, India and the ASEAN countries for tourism. The estimated 10 million Muslim Filipinos in the country also present new opportunities for Halal domestic tourism.
