The Philippines has taken a significant step toward boosting its appeal to Muslim travelers by opening a Muslim-friendly beach in the world-renowned island of Boracay. The newly inaugurated Marhaba Boracay is designed to cater specifically to Muslim tourists and their families, taking into account Islamic laws and requirements. This initiative is expected to drive a surge in tourism from Islamic and Muslim-majority countries, while offering an inclusive space where travelers from diverse backgrounds can enjoy the island’s pristine beauty.

This move is part of a larger effort by the Philippine Department of Tourism (DOT) to make the country more attractive to travelers from the Middle East, Southeast Asia, and other Muslim-majority regions. As more tourists seek destinations that cater to their cultural and religious needs, this initiative is likely to have a far-reaching impact on the country’s tourism industry, generating new opportunities in hospitality, travel services, and tourism management.

New Opportunities for Muslim-Friendly Tourism in the Philippines

The Marhaba Boracay beach, located in the cove area of the Boracay Newcoast, is a result of collaborative efforts between Tourism Secretary Christina Garcia-Frasco, Mayor Frolibar Bautista of Malay in Aklan, and the ambassadors of Malaysia and Brunei. This new addition to Boracay’s attractions aligns with a global trend of creating Muslim-friendly travel spaces, inspired by destinations like the Maldives and Thailand. The initiative is aimed at offering Muslim tourists a comfortable and inclusive travel experience.

This move is expected to not only increase the number of Muslim tourists visiting the Philippines but also contribute to job creation in sectors related to tourism management, hospitality, and travel services. Hotels, restaurants, and travel agencies will need to offer Halal-certified services, prayer facilities, and culturally appropriate travel experiences to meet the needs of Muslim travelers. Additionally, local businesses in Boracay and surrounding areas will benefit from increased demand for Muslim-friendly services, further driving economic growth in the tourism sector.

• Job creation: Increased demand for hospitality staff trained in offering Halal services and culturally sensitive accommodations.
• Tourism boost: Enhanced appeal for travelers from Muslim-majority countries, driving growth in international tourism to the Philippines.

The Growing Market of Muslim Travelers

The Muslim-friendly beach is expected to boost the country’s standing in the global Halal tourism market, a rapidly growing sector. In 2023, the Philippines welcomed nearly 500,000 travelers from Islamic and Muslim-majority countries. By the first half of 2024, the number of Muslim visitors had already reached 269,913, highlighting the growing interest in the country as a travel destination for Muslim tourists.

As Muslim travelers increasingly seek destinations that offer Halal-certified food, prayer facilities, and family-friendly environments, Boracay is positioning itself as a key destination in Southeast Asia. The Marhaba Boracay beach responds to the specific needs of Muslim tourists, ensuring that they can enjoy their vacations while adhering to religious practices. The beach is expected to attract more visitors from the Brunei-Indonesia-Malaysia-Philippines East Asia Growth Area (BIMP-EAGA), a region known for its significant Muslim population.

The initiative reflects the Philippine Department of Tourism’s (DOT) commitment to inclusive tourism, allowing travelers from all faiths and backgrounds to experience the country’s natural beauty and hospitality. This commitment opens up opportunities for tourism businesses to cater to the unique needs of Muslim travelers, ensuring they feel welcome and accommodated during their stay.

Impact on Global Tourism and Travel Industry

The opening of Marhaba Boracay marks a significant moment for the Philippines’ travel and tourism sector, as it strengthens the country’s appeal to international markets. By establishing Boracay as a Muslim-friendly destination, the Philippines taps into a lucrative and expanding segment of the global tourism market. This will likely result in a higher influx of tourists from the Middle East, Southeast Asia, and other regions with large Muslim populations.

The development of Halal-certified travel services and accommodations in Boracay will also serve as a model for other regions in the Philippines, encouraging more destinations to follow suit. This trend will further boost the country’s reputation as a welcoming destination for Muslim tourists, positioning the Philippines as a leader in Halal tourism in Asia.

On a global scale, this initiative contributes to the growing trend of destinations adapting to the needs of Muslim travelers. By promoting Halal-friendly services, Boracay and the Philippines can attract a diverse range of tourists, fostering cross-cultural exchanges and economic growth. The increased focus on sustainable and inclusive tourism practices will also ensure that the tourism industry grows in a way that benefits both travelers and local communities.