The Philippines is no longer treating halal travel as a niche — and the recently concluded Salaam 2025 Halal Travel and Trade Expo proved just that.

According to the Global Muslim Travel Index (GMTI) 2025, the country is “steadily positioning itself as a Muslim-friendly destination by strengthening its capacity to welcome Muslim travelers.” These efforts include expanding access to Halal-certified food, integrating Muslim-friendly features in key tourist sites, and launching nationwide initiatives to improve hospitality — from halal accommodations to cultural awareness to cater to the needs of Muslim visitors.

Held at the Quantum Skyview, Upper Ground B of the Gateway Mall 2 in Quezon City, the Salaam Expo brought together tourism boards, Muslim and halal product providers, health practitioners, hospitality groups, and cultural organizations from across the Philippines.

More than a showcase of goods and services, the expo was a collective statement that affirms the Philippines’ readiness to welcome more Muslim brothers and sisters from around the world. The event highlighted the collaboration between the public and private sectors in creating more inclusive, halal-friendly Philippine tourist destinations.

But what exactly does “halal” mean, and why does it matter in tourism?

Often associated with Islamic dietary laws, the term “halal” is used beyond food. It refers to what is permissible or lawful in Islam, encompassing ethics, lifestyle, business practices, and daily routines.

In travel, “halal” doesn’t just mean what’s on the menu; it also includes access to prayer spaces, modest accommodations, respectful service, and experiences that align with one’s faith. While halal travel is rooted in Islamic values, it isn’t exclusive to Muslim travelers — it’s a thoughtful way of traveling that can be enjoyed and appreciated by anyone, regardless of their religion.

Salaam 2025: Halal Travel and Trade Expo Philippines

Held from June 27 to 29, 2025, the three-day expo was a celebration of Filipino Muslim identity, respect, and inclusivity, bringing together halal brands and regional leaders to spotlight their goods and services.

Across the Quantum Skyview event floor, halal-certified brands, Muslim-friendly destinations, cultural performances, and meaningful conversations came together to create a welcoming atmosphere that reflects the future of halal travel in the country.

Most of the exhibitors were from the food industry, a nod to the Department of Tourism’s efforts to position the Philippines as a top culinary tourism destination. Highlights include the province of Sultan Kudarat, one of the leading coffeeproducers in the country, Fatima’s Halal Restaurant, the first Filipino halal-certified restaurant in Manila, Mama Sita’s, and Maggi.

Also present were key players like the Islamic Da’wah Council of the Philippines, Inc., as well as hospitality giants Megaworld Hotels & Resorts, Robinsons Hotels & Resorts, and Dusit Hotels & Resorts — each one showcasing their commitment to Muslim-friendly service and halal-friendly offerings.

Beyond the booths, products, and promotions, Salaam 2025 was ultimately about fostering trust, respect, cultural understanding, and a more inclusive future. Throughout the three-day affair, numerous known personalities, such as Samira Gutoc and Department of Tourism Secretary Christina Garcia-Frasco, graced the event and shared words that left a lasting impression on the attendees.

During the closing ceremony, Department of Tourism Undersecretaries Maria Rica C. Bueno and Myra Paz Valderrosa Abubakar, along with Marites Maguindra, Director of the Ministry of Trade, Investments, and Tourism of the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), offered reflections on their shared vision for the future of halal tourism in the Philippines.

“Today, we reaffirm that Muslim-friendly tourism is not a niche; it is an essential part of a more sustainable, respectful, and people-centered tourism industry,” shared Usec. Bueno during her opening remarks. “We have seen that Muslim-friendly tourism is already thriving in many corners of our country, ready to be discovered, appreciated, and supported.”

She went on to detail key initiatives led by Usec. Abubakar under the Department of Tourism, including capacity building and recognition programs for Muslim-friendly establishments, halal culinary development, and strategic collaborations with certifying bodies and tourism stakeholders.

She also highlighted that the Philippines will be hosting the ASEAN 2026, with plans to conduct a series of trainings for tour guides and frontline tourism workers in the host destinations, to ensure a deeper understanding of Muslim travelers.

Marites Maguindra, the Director of the Ministry of Trade, Investments, and Tourism of the BARMM, shared how moved she felt by the growing national talks around halal and the strong turnout of exhibitors at the expo, saying that “Halal is truly for everyone.”

She strongly emphasized that while the BARMM has long led halal efforts in the country, the goal has never been to keep it regional.

“We are not alone [as the BARMM region] when it comes to talking on halal,” she said. “But we always ensure that the Halal program doesn’t just speak for the region but will truly encompass the interests of the entire Philippines. Because this is very important to Muslims inside and outside the BARMM, but also for the economy of the Philippines.”

Abubakar closed the affair on a hopeful and appreciative note, thanking everyone who took part in the event. “Your presence here is a resounding testament that the Philippines is more than ready to receive our Muslim travelers both locally and abroad, to give them the best that we can offer,” she said.

“The Philippines has come a long way in the realm of halal industry friendly tourism, but just as I always say, ‘Malayo pa, pero malayo na.’ Much has been done, but there is still so much to do. It is my fair belief and hope that all of you here will remain with us as we do more, win more, and achieve more in our journey in making the Philippines a premier destination for our Muslim travelers.”

Final Thoughts

As Salaam 2025 ended, it was clear that the event was more than just a regular expo — it was a turning point for Philippine tourism. It was a reminder that halal tourism isn’t just about policy, products or services, but about the people.

While the path to becoming a truly halal-friendly country is still far, the Philippines is slowly moving forward to that goal with intention. Echoing the words of USec. Abubakar, there is still so much to do and to learn, but everything is slowly coming together.

With events like Salaam 2025, the Philippines is not only opening its doors to Muslim travelers around the world but is embracing a future built on cultural understanding and respect. The Philippines is known for its warm hospitality, and initiatives like this show that the country is committed to making every traveler feel at home.