To help strengthen Philipines halal industry Malaysia aims to boost ties  with Cebu tourism players

CEBU, Philippines —  Tourism stakeholders in Cebu are urged to cultivate a robust Halal industry to capture a significant share of the 1.8 billion global Muslim travelers and tap into the lucrative US$7.7 trillion industry projected by 2025.

In his visit to Cebu Malaysia’s Ambassador to the Philippines, Dató Abdul Malik Melvin Castelino bin Anthony, he said that by prioritizing the development of Halal-friendly services and amenities, Cebu can not only enhance its appeal to Muslim travelers but also contribute to the overall growth and diversification of its tourism industry.

Anthony was in Cebu, together with Yazlina Azlin Yahya, director for Tourism at the Malaysian Embassy in Manila, to conduct a seminar for travel operators in Cebu.

The Ambassador expressed interest in working together with Cebu tourism stakeholders, local government units (LGUs), and the Department of Tourism (DOT-7) not only to promote mutual promotions for both Malaysia and Cebu as destinations but also help Cebu tourism stakeholders to establish Muslim-friendly tourism environment, specifically establishing Halal-certified hotels, resorts, and restaurants.

Anthony highlighted that the Malaysian government, through the Malaysian Embassy in Manila, is working with Cebu stakeholders in tourism including the Cebu City and provincial governments to hold a Halal Economic Forum in 2024.

“We are here to educate to push towards Halal tourism. As you know, this is a very important component of the tourism industry,” he pointed out.

Both Malaysia and the Philippines are working together to ensure that the Muslim travelers and tourism industry gain a foothold in the Philippines.

“We hope to work with the Philippines to ensure that this is being advocated here. Like the establishment of more Muslim-friendly hotels, Halal restaurants, and the entire supply chain that supports the Halal economy industry. In Malaysia, we are very much into Halal tourism working with various players.”

During his visit on November 17, 2023, Anthony met with Cebu City Vice Mayor Raymond Alvin N. Garcia and Cebu Province Vice Governor Hilario Davide III, together with DOT-Central Visayas, in the hope of working with them in creating programs for tourism exchanges, including the development of the Halal Tourism in Cebu.

At present, the Malaysian Embassy is working with the Department of Trade and Industry (DTI) under the leadership of Secretary Alfredo E. Pascual under the DTI Halal Task Force team to promote Halal Industry in tourism.

According to the Ambassador strengthening the Halal industry in the Philippines is one of the components that could develop socio-economic growth—creating more jobs, and livelihood for people.

Halal tourism is one of the untapped markets for Cebu, especially as you know the growth of the Halal industry as a whole could hit US$7.7 trillion by 2025.

In Manila, the Ambassador said that some hotels are already establishing Halal certifications, “the whole idea is to capture the Muslim travelers around the world.

He added that it is important for the Philippines to curate an ecosystem that supports

Halal industry, emphasizing that the demand for Halal-certified hotel kitchens, restaurants including other supply chains is not only a top priority for Muslim travelers, but some non-Muslim travelers prefer to stay at Halal-certified hotels, as well as Halal restaurants. “Halal food is pure and very sustainable.”

Domestically, Cebu could also tap 12 million Muslims in the Philippines, most of whom are residing in Mindanao.

“In Malaysia, we have a lot of tourists coming from Muslim nations, because we have the ecosystem that supports this. I am sure the Philippines, given the current drive to also play a role in Halal tourism,” he added.

Halal is a dietary law derived from Islamic teachings, meaning “lawful or permitted”. Foods that are not considered Halal are considered haram or “not permitted.”