Makati: The Philippines has launched its three-volume travelogue on Muslim-friendly tourism to capture the multi-billion-dollar market. The travelogue will serve as a reference material for tourism stakeholders for structured information on cultural context, culinary heritage, and travel destinations relevant to Muslim travelers.
According to Philippines News Agency, Secretary Christina Frasco highlighted the potential of the travelogue to open new opportunities for the country. “The Muslim travelog expands opportunities for the country. It allows us to penetrate non-traditional markets and casts a wider net in terms of international arrivals,” Frasco stated during an interview at the Department of Tourism (DOT) in Makati. She further emphasized that the travelogue showcases a comprehensive range of destinations and products across the Philippines, including its islands, history, heritage, and local MSMEs (micro, small, and medium enterprises).
The first volume of the travelogue provides insights into the historical, cultural, and legal foundations of Islam in the Philippines. The subsequent volumes offer an overview of recommended dining spots and travel destinations for Muslim travelers. The launch event was attended by notable figures such as Malaysian Ambassador Dato Abdul Malik Melvin Castelino, Brunei Darussalam Ambassador Megawati Manan, and Saudi Arabia Embassy Economic Officer Kamal Jameel Alwidyani.
Visitor arrivals from Islamic and Muslim-populated countries reached 613,329 in 2024, marking a 23.7 percent increase from the previous year. Frasco noted that the growth in arrivals from Muslim-majority countries is indicative of the success of strategies aimed at attracting Muslim travelers. While Malaysia accounts for the majority of these visitors, there is a growing influx from Indonesia, Brunei, the United Arab Emirates, Qatar, and Saudi Arabia.
Since being recognized as an emerging Muslim-friendly destination in 2023, the Philippines has expanded its halal tourism portfolio. Over the past year, it has accredited more than a dozen Muslim-friendly hotels and aims to communicate its readiness to welcome Muslim travelers.
In 2025, the Philippines was ranked eighth among the top 20 Muslim-friendly destinations among non-Organization of Islamic Cooperation members in the 2025 Global Muslim Travel Index list. The country is also actively participating in international travel and trade events to promote itself as a favorable destination for Muslim travelers.
The Philippines is set to participate in the 2026 Arabian Travel Market (ATM) in Dubai to attract more tourists from the Middle East. At the 2025 ATM, the Tourism Promotions Board (TPB) generated PHP1.18 billion in sales leads, a 233 percent increase from the previous year. Frasco directed the TPB to ensure the Philippines’ presence in key regions to drive arrivals and economic benefits from Muslim-majority countries.
ATM is the leading business-to-business travel exhibition in the Middle East, featuring over 3,000 products and destinations. In 2025, it welcomed over 55,000 visitors and 2,800 exhibitors from 166 countries. Nationals from Islamic countries, such as Qatar, the United Arab Emirates, Saudi Arabia, and Southeast Asia’s Malaysia and Brunei, can enter the Philippines visa-free for 30 days for business or tourism purposes.
