Dubai, UAE – Department of Tourism (DOT) Secretary Christina Garcia Frasco engaged in a listening session with tourism players from the Middle East on Monday (May 6), aiming to further unlock the potential of the Philippines as a preferred destination for the Middle East market.
During the opening day of the Arabian Travel Market (ATM) 2024, Secretary Frasco met with around 90 travel and tourism stakeholders from the Middle East, expressing gratitude for their continued support to Philippine tourism. She highlighted the shared cultural, historical, and religious commonalities between the Philippines and Middle Eastern countries, emphasizing the rich Islamic heritage that connects them.
Frasco discussed the Philippine government’s tourism strategies, particularly its efforts to reinforce the country’s position as an emerging Muslim-friendly destination, a recognition it received during the Halal in Travel Global Summit 2023. She mentioned the strategic development of the Halal Tourism portfolio, including offering Halal-certified dining and increasing Halal accreditations.
Furthermore, Frasco shared promising updates regarding the recovery of international arrivals from the Middle East into the Philippines, citing significant increases from countries like UAE, Qatar, and Kuwait.
In addition to enhancing the country’s Halal- and Muslim-friendly tourism standards, Frasco highlighted the DOT’s efforts to ensure a strong presence in the Middle East market through participation in key travel events and other strategies outlined in the National Tourism Development Plan (NTDP) 2023-2028.
Middle East travel and tourism stakeholders expressed appreciation for the initiative. Nasir Jamal Khan, CEO of Al Naboodah Travels, thanked Frasco for her detailed presentation, while Ayman Al Qudwa, General Manager of Falcon Travels, expressed pride in the Philippines and its appeal as a destination for Muslim tourism.
Secretary Frasco also led the opening of the Philippine Pavilion at ATM 2024 at the Dubai World Trade Center, emphasizing the country’s commitment to becoming an emerging Muslim-friendly destination. Last year, the Philippine delegation generated over Php 1 billion in sales leads, and this year, the DOT aims to surpass this figure.
Frasco attributed the success of last year’s participation to the hard work of tourism stakeholders, particularly the sellers who serve as frontliners of Philippine tourism.
During the opening of the Philippine Pavilion, Frasco and Megaworld Hotels and Resorts (MHR) Managing Director Cleofe C. Albiso signed a Memorandum of Understanding (MOU) to establish more Muslim-friendly properties in the Philippines. MHR committed to making its properties Halal- and Muslim-friendly and partnering with the DOT in various initiatives, including country branding and product development.
Ambassador Alfonso Ferdinand A. Ver, Consul General Marford M. Angeles, and TPB Philippines officials were present at the MOU Signing, underscoring the commitment to strengthening ties between the Philippines and the Middle East in tourism.