DOT: Industry not ready yet for Muslim travelers
Lack of halal food, Muslim-friendly facilities cited
The Philippines may not yet be ready to serve Muslim travelers, a Department of Tourism official said.
“We are not confidently ready, given the few services and facilities that accommodate the specific needs of the Muslim market,” DOT Assistant Secretary Arturo Boncato, Jr. told participants to a halal orientation last Friday.
The department is implementing the Philippine Halal Tourism Project aimed at helping tourism establishments secure halal certification. Halal refers to food allowed under the Islamic Sharia Law.
“The objective is straightforward and simple — to make the Philippines Muslim-friendly. This (program) is just the start,” Boncato said.
Fazal Bahardeen, chief executive officer of international rating company Crescent Ratings, said halal food is the most important requirement for Muslim travelers.
“Muslims will go to establishments that say they serve halal food even if they’re not sure if the food is really halal,” he told hotel and restaurant executives in Cebu.
The best option for establishments is to have a halal-certified restaurant. But since this will take some time and a big amount of investments, establishments can opt for halal-certified kitchens or halal-certified breakfast nooks at hotels.
Of a lesser necessity is a prayer room, or at the very least, signage that point to North or Mecca for Muslim tourists.
Investing in water-usage friendly toilets, such as those with bidet sprays, is also recommended by the expert.
But the main focus of accommodations should be getting their food establishments “Muslim-friendly,” he said.
Bahardeen said that Crescent Ratings will partner with the DOT in assessing services from the pilot hotels based on their rating system. He also said they will help promote those that are able to secure certification.
Ten hotels in Cebu have been selected for the pilot implementation of the DOT’s halal program. They have until January 31 to submit to DOT their letter of intent to participate in the project and comply with the requirements.
These establishments are Cebu Parklane International Hotel, Costabella Tropical Beach Resort, Crimson Resort and Spa, Marco Polo Hotel, Maribago Bluewater Beach Resort, Montebello Villa Hotel, Pacific Cebu Resort International, Radisson Blu Cebu, Shangri-la Mactan Resort and Spa, and Waterfront Hotel and Casino.
Over a period of 100 days, the hotel kitchens will be assessed by examiners from the Halal International Chamber of Commerce and Industries of the Philippines, Inc (HICCIP), one of the halal-certifying bodies accredited by the National Commission on Muslim Filipinos or NCMF.
An audit team will be sent to the hotels to conduct a site inspection.
As an incentive, DOT will cover the cost for halal certification. Participating hotels will also be part of the information campaign covering the rest of the world, as well as present during the Madrid Fusion 2016. The halal project will be launched during the event.
Boncato said the global halal industry was valued at around $3.2 trillion in 2012. This is expected to double to $6.4 trillion by 2018. By 2050, the market potential for Muslims is expected to grow by 30 percent and will be composed of 2.6 billion consumers.
Over 1.8 billion of these travelers will be in Asia Pacific. Residing in the Philippines specifically are around 10 million Muslims, said Boncato.
“This is a very strong market place,” he said.
Aside from the 10 pilot establishments in Cebu, 40 others have been selected to participate in the halal program – 20 from Metro Manila, 10 from Boracay and 10 from Metro Davao.
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