The event marked an expansion of the government’s efforts to position the Philippines as a preferred destination for Muslim travelers through improved halal services, dedicated tourism infrastructure and faith-sensitive travel experiences.

Organized by the Department of Tourism, the conference, known as RIHLAH, followed the successful launch of SALAAM, the country’s first halal travel and trade expo, in 2024. Officials said the initiative reflects a broader strategy to strengthen the Philippines’ competitiveness in one of the fastest-growing segments of the global tourism industry.

“Through the sharing of knowledge, experiences and success stories, we hope to inspire greater collaboration and innovation in advancing halal and Muslim-friendly tourism in the Philippines and beyond,” Tourism Undersecretary Myra Paz Abubakar said during the forum.

The conference featured speakers and tourism specialists from Oman, Malaysia, Thailand and Singapore, who discussed international best practices and emerging trends in Muslim-friendly travel.

Government officials outlined plans to expand standards for Muslim-friendly restaurants, improve tourism facilities, develop specialized travel packages and support promotional campaigns highlighting halal-friendly destinations across the archipelago.

Tourism remains a major pillar of the Philippine economy, accounting for more than 8 percent of gross domestic product in 2025. Prior to the COVID-19 pandemic, the sector contributed nearly 13 percent of economic output, equivalent to about $44 billion.

The Philippines has steadily improved its standing among Muslim travelers. According to the 2026 Mastercard-CrescentRating Global Muslim Travel Index, the country ranks fifth among non-Organization of Islamic Cooperation destinations, reflecting progress in accessibility, halal services and visitor experience.

Industry forecasts indicate the Muslim travel sector will continue to expand significantly over the next decade. The Global Muslim Travel Index projects 262 million international Muslim traveler arrivals worldwide by 2030, generating an estimated $310 billion in annual spending. The market recorded 196 million travelers in 2025 and is expected to reach 208 million this year.

Business groups view the sector as a major growth opportunity. Ruby Banarea-Victorino, president of the Makati chapter of the Philippine Chamber of Commerce and Industry, said local enterprises must adapt to meet rising demand from Muslim visitors.

She noted that while the Philippines already offers internationally recognized beaches, shopping destinations and cultural attractions, further investment in halal-certified facilities and Muslim-friendly services will be essential to unlocking the market’s full potential.

Officials said continued collaboration between government agencies and private-sector stakeholders would be key to transforming the Philippines into a leading Muslim-friendly destination in Asia.