As part of a landmark initiative to promote Muslim-friendly tourism at Boracay Island 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, Marhaba Boracay is located in the cove area of the Boracay Newcoast private beach.
In her keynote message, DOT Secretary Christina Garcia Frasco lauded the collaborative efforts of the stakeholders present that made the initiative possible and emphasized the project’s significance in line with the thrust of the DOT under the administration of President Ferdinand R. Marcos, Jr. to promote sustainable and inclusive tourism and strengthen the position of key destinations such as Boracay Island on the world stage.
“As we continue to promote and love Boracay as one of our country’s crown jewels, we are steadfast in our efforts to showcase its unmatched beauty and culture on the global stage. We have mounted several international campaigns and partnerships where Boracay remains a highlight of the Philippines tourism narrative, attracting millions of visitors each year who are drawn to its pristine beaches, lively community, and a promise of unforgettable experiences. Beyond its natural beauty, Boracay’s true allure lies in the exceptional hospitality that they offer,” Secretary Frasco said.
Patterned after other existing Muslim-friendly beaches in tourism destinations such as the Maldives and Thailand, the Marhaba Cove spans around 850 sqm and is envisioned as a special-use area for Muslim travelers and families, taking into consideration Islamic laws.
“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,” the DOT chief added.
Leading the ribbon-cutting ceremonies with Secretary Frasco were distinguished members of the diplomatic corps, including the Ambassador of Malaysia to the Philippines, His Excellency (H.E.) Dato Abdul Malik Melvin Castelino and the Ambassador of Brunei Darussalam to the Philippines (H.E.) Megawati Dato Paduka Haji Manan, Bangsamoro Autonomous Region in Muslim Mindanao (BARMM) Ministry of Trade, Investments, and Tourism (MTIT) officials led by Minister Abu Amri Taddik, Municipality of Malay Mayor Frolibar Bautista, Boracay Muslim Community (BMC) President Faisal Arumpac, Global Estate Resorts Inc. President Monica Salomon, Megaworld Hotels and Resorts Managing Director Cleofe Albiso, Group General Manager Arturo Boncato, Global Tourism Business Association (GTBA) President Michelle Taylan, Halal International Chamber of Commerce and Industries of the Philippines (HICCIP) President Alexander Sultan, Boracay MICE Alliance Director Virgilio Sacdalan, and Boracay Foundation Inc. President Dindo Salazar.
Also present were DOT Undersecretary and Chief of Staff Shahlimar Hofer Tamano, Undersecretary Myra Paz Valderrosa Abubakar, DOT Region 6 (DOT-6) Director Krisma Rodriguez, Vice Mayor Niño Carlos Cawaling, National Commission on Muslim Filipinos (NCMF) Chief-of-Staff Hassanal Abdurahim, Special Assistant Janice Pallasigue, Representative of Aklan 2nd District Representative Teodorico Haresco, Jr., LGU-Malay Municipal Councilors and Department Heads, as well as various tourism industry stakeholders, and media.
The multi-component initiative comes on the heels of the country’s back-to-back recognitions as an Emerging Muslim-friendly Destination among non-OIC countries in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2023 and 2024.
In addition to launching the inclusive cove, a five-course Halal degustation showcased the island’s Halal and Muslim-friendly culinary offerings. The showcase offered 100% Halal food prepared in the newly Halal-Certified Kitchen of Savoy Hotel inside the Boracay Newcoast township.
Vast Potential of Halal and Muslim-Friendly Tourism
The Muslim Tourism market is a booming niche segment. From January to December 2023, visitor arrivals from Islamic and Muslim-populated countries saw some 496,724, a 120% increase from 2022. Muslim-majority visitor arrivals also comprised 10.9% of the total foreign arrivals recorded in the Philippines. From January to June 2024, visitor arrivals from Islamic and Muslim-populated countries are at 269,913, or around 54% of the 2023 total arrivals.
In addition to its pristine waters and white sand beaches, Boracay Island is home to high-end resorts and world-class facilities, offering an unparalleled luxury experience. Just this month, the island earned another accolade as Asia’s Leading Luxury Island Destination during the recently concluded 2024 World Travel Awards (WTA) Asia & Oceania Gala Ceremony.
“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 into the forefront of inclusivity, where we recognize the importance of catering to the diverse needs of our global visitors, especially our Muslim brothers and sisters who seek to experience this destination, where we seek to be sensitive to their culture. As we gather here today, we celebrate the significant strides that we have made in welcoming our Muslim brothers and sisters to the Philippines. But I also wish to highlight that our effort to attract Muslim-friendly tourism in the Philippines is not only economic for it also seeks to highlight and give importance to the contributions of our Muslim brothers and sisters here in the Philippines. The Islamic influence in our heritage has deepened so much our identity as Filipinos, and it is only right that we highlight the contributions of the Muslim community in the Philippines, and we give importance and provide cultural sensitivity to our Muslim brothers and sisters,” the DOT chief said.
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.
“Allow me to express my most heartfelt gratitude to our dear Secretary, Secretary Christina Garcia Frasco, for her unwavering support as our very own Halal Tourism champion. The Philippines has truly made great leaps and bounds in becoming a preferred destination for our Muslim Travelers, and that would not be possible without you at the helm. Daghan kaayong salamat, Sec,” Undersecretary Abubakar said in her opening remarks, sharing that the talks to establish a Muslim-friendly Cove between the LGU-Malay, DOT, and Megaworld Hotels and Resorts began as early as April this year, following the Boracay Diplomatic and Business Forum where diplomats have suggested for more halal and Muslim-friendly tourism offerings in the island.
“I must say that this is something that can be emulated to other parts of (the) Philippines, in order for us to be able to reap the benefit of this growing Muslim travel market. It is not only in Boracay but it can be replicated many many times over. Again, the whole idea is to be inclusive and I think this leadership shown by Secretary Frasco, and of course, the Mayor himself, is something we all can emulate, and I want to congratulate you on this important occasion,” Ambassador Castelino said.
“The fast pace in which you effected all those proposals that we had during the panel discussions, I’d like to congratulate you. Usually, when we attend all the dialogues and discussions, it’ll take years to actually move things along but, but with your leadership, Secretary Frasco, and Mayor (Bautista), you’ve made things. You realize things, and we do believe you. The Philippines can do it. And I’m already loving the Philippines so much,” enthused Ambassador Manan, who shared her fond memories of her experience in Boracay Island.
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.
“I am very proud that we crossed this. Thank you so much for 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 aligned. We are a proud Filipino brand, and we know how far a Filipino brand can go. With the sincerity of the Philippines, its people, the officers of the Department of Tourism, salute to you and all the respects to you for everything that you have done to make this happen. 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’re not just recovering, we’re welcoming them in our home, we’re welcoming them in an island that’s been very eager to host many more as we have done in the past years. Our Secretary Frasco is a woman of action, and we are so proud to be supporting this,” Albiso said in her speech.
“The launch of a dedicated cove for Muslims further demonstrates the decisive steps being taken by the Department of Tourism to ensure that Boracay offers not just adequate but exceptional tourism services designed [to] Muslim travelers. Following this initiative is the creation of Boracay Halal Community Council to formally constitute this new market,” Mayor Bautista announced, expressing the LGU-Malay’s commitment to working with the DOT and partner agencies in promoting halal tourism in Boracay through a marketing strategy to reach more Muslim tourists worldwide, as well as identify present gaps in facilities and services.
The initiative also earned the full support of the local Muslim community in Boracay Island, represented by the BMC.
“We would like thank you na naging parte kami ng programang ito, ang proyekto ng Marhaba Boracay, dahil narecognize ninyo yung Islamic culture. Yung pagpapahalaga ninyo, binigyan niyo ng halaga yung Islamic culture, ibig sabihin, pangangailangan. So, kami ay nagpapasalamat dahil naging parte nga kami ng programang ito. So, 100 percent ang Boracay Muslim Community, buong puso kaming sumusuporta. Sana magtagumpay ito, nawa’y maka-encourage tayo ng maraming turistang Muslim sa buong mundo lalong-lalo na sa mga neighboring countries natin ang Brunei, Malaysia, and Indonesia para doon sa pagpapatatag ng ating tourism industry, at sana ito ay maging umpisa para dun sa pagpapatatag ng ating relasyon ng Boracay Muslim Community, ng Malay LGU and of course, ang Department of Tourism,” BMC President Arumpac said.
In addition to its pioneering halal and Muslim-friendly offerings and luxury accommodation establishments, Boracay Island is also famous among divers, being home to numerous dive sites. To enhance the overall safety of tourists and divers visiting the island, the DOT, through its infrastructure arm, TIEZA, led the groundbreaking of the soon-to-rise Hyperbaric Chamber on the island last May 2024. The DOT will soon launch its own Tourist First Aid Facilities across the country, with Boracay Island identified as a pilot destination.
