Philippine Tourism Goes Halal
AirAsia Philippines and the Philippine Department of Tourism are joining forces to make the Philippines an increasingly halal and Muslim-friendly destination. The partnership underscores a strong commitment to inclusivity in travel, especially for the nation’s growing Muslim community, which now numbers approximately 15 million in a predominantly Catholic country.
As part of this collaborative effort, the Philippine Department of Tourism has recognized AirAsia Philippines as the first Muslim-friendly airline in the nation. The airline has distinguished itself by offering Halal-certified meal options on all domestic and international flights. This progressive move caters to Muslim travelers who require food that adheres to Islamic dietary laws, thereby enhancing the overall travel experience and setting a benchmark in the local aviation market.
AirAsia Philippines CEO Ricky Isla highlighted the airline’s dedication to breaking barriers and creating a more inclusive travel environment. “AirAsia Philippines takes pride in breaking barriers to travel and making our services more inclusive for all, especially for our Muslim travelers. We are very bullish. We will make this partnership stronger, bigger, and more successful,” Isla said. He further noted, “We understand that airlines play a vital role in Halal promotion as we are one of the frontiers of the consumer journey in tourism. Hence, we continue to be agile and enhance our offerings so that everyone feels welcomed and truly at home when they visit our beautiful country.”
This innovative service is set to launch on January 16, 2025, when AirAsia Philippines will roll out its halal-friendly in-flight meal options. This strategic decision is expected to not only boost passenger confidence but also to serve as a critical factor in positioning the Philippines as a top Muslim-friendly travel hub in the region.
Recognizing the importance of a coordinated approach, Philippine Tourism Secretary Christina Garcia Frasco emphasized the government’s commitment to catering to Muslim tourist needs. “As part of our strategy to become a Muslim-friendly tourism destination, we have ensured that the touch points of Muslim tourists in the country are properly addressed. We anticipate that the Santan menu will add even more dishes that are inclusive to our communities in the country, bringing more delight to our travelers,” Frasco said. She added, “I am heartened to know that the focus of AirAsia will be on the expansion of domestic tourism in the country. This memorandum that we have signed today is a testament to the power of collaboration reflecting our shared aspiration for an inclusive and globally competitive Philippine tourism industry.”
The move comes at a time when the global Muslim travel market is experiencing robust growth. According to a 2024 Global Muslim Travel Index report by Mastercard and the Halal research organization CrescentRating, the Muslim travel market is expected to reach 230 million international arrivals by 2028, with an anticipated expenditure of $225 billion. These promising figures highlight the enormous potential of catering to the diverse needs of Muslim travelers, not only in the Philippines but around the globe.
Key aspects that define a Muslim-friendly destination extend beyond Halal food and prayer facilities. These include segregated facilities for men and women, the absence of gambling and alcohol, and the presence of tourism staff who dress conservatively. Such elements are essential to ensure that Muslim travelers feel comfortable and respected, thereby fostering positive travel experiences and promoting extended stays.
By embracing these initiatives, AirAsia Philippines and the Philippine Department of Tourism are setting a progressive example. Their joint efforts aim to boost domestic tourism, attract international travelers, and position the Philippines as a warm, inclusive, and competitive destination on the global travel map. This partnership signals a transformative period for Philippine tourism and reaffirms the nation’s commitment to meeting the diverse needs of its visitors.
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