The Philippines has launched a comprehensive three-volume travelogue dedicated to Muslim-friendly tourism as it strategically targets the multi-billion-dollar global market. This move builds on the nation's success in attracting visitors from Muslim-majority countries, where arrivals surged by 23.7 per cent in 2024 to reach 613,329.
The travelogue will serve as a definitive reference for tourism partners, providing structured information on the cultural context culinary heritage and travel destinations relevant to Muslim travellers across the country.
“The Muslim travelogue expands opportunities for the country. It allows us to penetrate non-traditional markets and casts a wider net in terms of international arrivals,” Secretary Christina Frasco said at the Department of Tourism (DOT) launch.
Frasco noted that the growth in arrivals from Muslim-majority countries reached 10 per cent this year, showing an upwards trajectory that validates their strategy. While the majority of these visitors are from Malaysia, the DOT is seeing increased numbers of travellers from Indonesia, Brunei, UAE, Qatar and Saudi Arabia.
The first volume of the travelogue encapsulates the historical cultural and legal foundations of Islam in the Philippines. The subsequent two volumes feature the best spots Muslim travellers should eat at and travel, showcasing a wide diversification of islands history heritage culture food and products from local micro small and medium enterprises (MSMEs).
The Philippines has been focused on targeting this niche market since securing recognition as an emerging Muslim-friendly destination in 2023. Over the past year, the DOT has accredited more than a dozen Muslim-friendly hotels.
This dedication is being recognised globally, with the Philippines ranked eighth among the top 20 Muslim-friendly destinations among non-Organization of Islamic Cooperation members in the 2025 Global Muslim Travel Index.
To further accelerate growth, Frasco confirmed the Philippines will significantly participate in the 2026 Arabian Travel Market (ATM) in Dubai, aiming to capture more tourists from the coveted Middle East market. This investment follows a highly successful 2025 ATM, where the Tourism Promotions Board (TPB) generated PHP1.18 billion in sales leads, marking an increase of 233 per cent from the previous year.
“My directive to the TPB is to make sure that the presence of the Philippines is always felt in the regions that will have the most impact in terms of arrival and livelihood from Muslim-majority countries,” Frasco concluded.
The Philippines currently allows visa-free entry for 30 days for nationals from countries like Qatar, UAE, Saudi Arabia, Malaysia and Brunei who are travelling for business or tourism.
Meet Tourism Promotions Board Philippines Stand N10-200