By Ma. Stella F. Arnaldo / Special to the BusinessMirror
THE Department of Tourism (DOT) launched a new marketing strategy aimed at attracting more Islamic visitors to the Philippines by offering halal cuisine through certified hotels and restaurants.
In a ceremony on the sidelines of the Madrid Fusión Manila (MFM) 2016, the DOT and the National Commission on Muslim Filipinos on Thursday awarded halal certificates to 16 hotels and
resorts in Metro Manila, Cebu and parts of Mindanao.
The establishments are Berjaya Hotel Makati and Marriott Hotel (Metro Manila); Costabella Beach Resort and Crimson Resort and Spa (Cebu); Marco Polo Davao, Pearl Farm Beach Resort, Southern Philippines Medical Center, Villa Margarita, Zabadani Inc., Banana Beach Resort, Al Sultan, FB Hotel, and Tinhat Boutique Hotel and Restaurant (Davao); Family Country Inn and Hotel, Green Leaf Hotel and Hotel San Marco (Socssksargen).
“Halal” foods are those permitted to be eaten by Muslims, as these had been prepared in adherence to the Islamic Sharia law. For poultry and animals, it means a slaughtering process which involves draining the blood through a clean slit to the throat while an imam offers a prayer.
Tourism Secretary Ramon R. Jimenez Jr. told reporters he would be happy to get “only 1 percent” of the $50-billion halal market in Southeast Asia, as “it is twice the income [tourism receipts] we have now,” or $500 million (P23 billion). The Southeast Asian halal market is roughly 25 percent of the $200-billion global halal market.
But he stressed that “halal-consciousness does not include just food; it is raising our awareness in all these hotels, e.g., ‘Where is the Koran? Where is the marker that points to Mecca?’ We take it for granted, but these hotels do not. If you enter a room at Dusit Thani, you will see a Koran, you will see a marker, and in many cases, they will lend you a prayer mat if you need it.”
The Philippines is currently ranked No. 46 on the list of halal-friendly travel destinations of CrescentRating, which is the leading global authority on halal-friendly travel.
During the launch of the DOT’s halal tourism program, CrescentRating CEO Fazal Bahardeen said: “I am absolutely certain the word is already out there that the Philippines has been doing this welcome movement [halal-certification program]. It is definitely going to reflect in your arrivals sooner or later.” Foreign visitor arrivals are projected to reach 6.7 million in 2016.
The DOT intends to have the 16 halal-certified hospitality establishments and resorts rated by CrecentRating to push global awareness of such establishments in the Philippines.
The DOT’s halal-certification program was launched in the last quarter of 2015 and attracted about 43 applications from various hospitality establishments nationwide.
In a separate press briefing, Tourism Assistant Secretary Arturo Boncato Jr. said he projects a 10-percent to 13-percent increase in visitor arrivals from the Middle East, from the 600,000 arrivals in 2015. But he clarified that not all of those arrivals from the Middle East, are Muslims. “Some will also come from Turkey; parts of Asean, like Malaysia, Indonesia, Singapore; and India and Israel, because the dietary needs of Israel, for instance, is kosher. When they know it is halal, they take it, too. So we hope for a more than 10-percent increase in arrivals from those markets.”
The second edition of the Madrid Fusión Manila is ongoing at the SMX Convention Center in Pasay City, and has attracted some 1,500 participants to the international gastronomy congress and over 1,000 food-and-beverage (F&B) establishments participating in the trade exhibit.
“Madrid Fusión is the event where the world goes to learn the future of food,” Jimenez said at the opening ceremony of MFM 2016, indicating the same is bound to happen for the Philippines for the Manila edition. He added that “we have found a most powerful platform to showcase Filipino culinary artistry for the second time, building an image for Manila and the Philippines as the place to learn about the past and the future of food…. Imagine an event that not only attracts people to travel but also build an awareness for a place and the experience it offers.”
The MFM 2016 is organized by the DOT and its marketing arm, the Tourism Promotions Board, and Spain’s Foro de Debate and Arum. This year’s theme, “The Manila Galleon: East Meets West,” celebrates the 450th anniversary of the Galleon Trade that linked Asia with the Western World.
Jesus Gracia, Secretary of State for International Cooperation of Spain, who arrived in Manila precisely to participate at the opening ceremony of what has been dubbed as the largest gastronomy event in Asia, said “it is an honor for the government of Spain to be part of this second edition of the Madrid Fusión Manila. This 2016 event will be a bigger success,” adding that it was an occasion “to celebrate Philippine-Spanish friendship.”
This year’s roster of chefs come from Asia, the Americas and Europe, and are sharing their culinary expertise during the three-day international gastronomy congress. The MFM 2016 also features a trade exhibition, showcasing F&B companies, gourmet products, ingredients, new technologies and services in the food industry.
The MFM 2016 is the highlight of the monthlong Flavors of the Philippines festival participated in by select restaurants, bars and food trucks nationwide.
Image credits: Photo Courtesy DOT