The Department of Tourism (DOT) has added another initiative in its inventory of tourism projects with Halal Tourism, aiming to tap into the 185 million-strong Islamic global community.
On Tuesday (September 10), the Department of Tourism unveiled the Marhaba Boracay, a first-of-its-kind Muslim-friendly cove for families and travelers.
Initiated by the Local Government Unit of Malay (LGU-Malay) and the DOT, in partnership with Megaworld Hotels and Resorts (MHR), Marhaba Boracay is located in the cove area of the Boracay Newcoast private beach. It covers 850 square meters out of a total of 15,000 square meters of the whole beach area. The resort also features a Halal kitchen, a prayer room, and designated kiblat directions in selected areas.
“The launch of Marhaba, an inclusive area for Muslim travelers, is a first for Boracay and in the Philippines. This initiative directly responds to the feedback from our Muslim guests, particularly from our BIMP-EAGA diplomatic corps, who recognize the need for such a space on this island. Marhaba represents our dedication to ensuring that all travelers, regardless of faith, can enjoy the world-renowned shores of Boracay. This is modeled after other Muslim-friendly countries, our neighbors, and offers a safe, serene, and respectful environment where Muslim families can fully enjoy their time at the beach in accordance with their beliefs. As we inaugurate the Marhaba Cove today, we reaffirm our commitment to transforming the Philippines into a destination for everyone to enjoy. Our efforts in the Halal tourism portfolio are just beginning, and with the continued support from all of you, our partners, we envision that the Philippines will not only emerge, but thrive as a Halal and Muslim-friendly destination,” said DOT Secretary Christina Frasco on her keynote message at the Newcoast Boracay Convention Center (NBCC).
Muslim travelers have specific preferences and behaviors when it comes to leisure travel. Hence, prayer rooms, the presence of kiblat directions in rooms, and halal food are constant expectations.
According to DOT, the Muslim tourism market is a booming niche segment with a 120% increase in the period from January to December 2023 (a total of 270,000) from arrival figures in the previous year. Visitors from Muslim-populated countries are already at 54% of 2023 arrivals (January-June 2024).
“While Boracay continues to be synonymous with luxury, as it has just been awarded as Asia’s Leading Luxury destination by the World Travel Awards, it also continues to be at the forefront of sustainability, and today it comes at the forefront of inclusivity, where we recognize the importance of catering to diverse needs of our global visitors, especially our Muslim brothers and sisters to the Philippines,” she added.
During an exclusive interview, she also mentioned that Boracay’s value proposition includes the ability to welcome MICE visitors with convention facilities like the NBCC, high-quality gastronomy, and its beautiful, pristine shores.
“So we can see that Boracay is a very well rounded destination in its ability to welcome all types of travelers. And now it’s adding another dimension to its tourism portfolio, with this Muslim-friendly component to travel,” she shared.
To further respond to the needs of Muslim guests, the DOT has actively carried out its accreditation of Muslim-friendly Accommodation Establishments (MFAEs). As of December 2023, the DOT, through its Regional Offices, has recorded a total of 289 MFAEs and 237 Muslim-friendly Restaurants nationwide
Already, MHR hotels with halal-certified kitchens include Kingsford Hotel and Grand Westside Hotel in the Metro, while Savoy Hotel and Belmont Hotel in Newcoast Boracay have been recognized as Muslim-friendly and Halal-certified resorts. Meanwhile, the Savoy and Belmont hotels in Cebu are currently in the process of obtaining certification.
On the part of MHR, Managing Director Cleofe Albiso said, “I am very glad that we crossed this. Thank you so much to everyone who made this happen. Savoy Hotel Boracay’s kitchen is already Halal Certified, and it’s really a feat for us and all our other hotels will continue to follow so that we can include that in our report cards, and of course, the Muslim-friendly shores. I would like to take this opportunity to give our commitment to the Department of Tourism. Our values are so much aligned. We are a proud Filipino brand, and we know how far a Filipino brand can go,” she revealed, adding,”I hope you will always look at Megaworld Hotels and Resorts as your staunch supporter in implementing the projects whereby we will all be proudly saying that in Boracay, we are not just recovering, we’re welcoming them in our home, in an island that’s been very eager to host many more in the past years. Our Secretary Frasco is a woman of action, and we are so proud to be supporting this.
The DOT and the Megaworld Hotels and Resorts entered into a Memorandum of Understanding (MOU) during the Arabian Travel Market (ATM) on 6 May 2024 in Dubai, United Arab Emirates. The MOU seeks to transform all thirteen (13) of their properties into Muslim-friendly Accommodation Establishments (MFAEs). Since the signing, two of the group’s hotels, Savoy Hotel and Belmont Boracay, have been accredited as MFAEs.
