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MAKATI CITY, January 21, 2026 (SDN) — Luring Muslim visitors from other countries to come to the Philippines has just gotten a lot easier.

As many probably don’t know, or still uninformed of the religious sensibilities of Islam believers who want to travel and visit foreign lands, they always prefer destinations which are Muslim-friendly. And it means that their religious needs are addressed, attended to, and respected. Most people, not only Muslims, want it a truly welcoming environment.

Most particularly, they need to be able to eat Halal food, stay in hotels or accommodations that cater to their needs. Meaning that in a hotel room, there is a Qur’an, a Qibla direction sticker, and a Sajada (prayer rug).

And the establishments have a dedicated Halal Kitchen, with its utensils, pans, everything are not being used in the regular kitchen where pork food is prepared and cooked.

It’s not really asking for a special treatment, but it’s how tourism is done in Muslim countries, and in non-Muslim countries where the hospitality business understands and addresses the needs of their Muslim visitors.

Pork and alcohol are forbidden in Islam, and these should never be in their food, nor it be contaminated with anything that Islam considers Haram (forbidden, prohibited).

Good thing is the Department of Tourism (DOT) headed by Secretary Christina Garcia Frasco is on a campaign to attract more Muslim visitors to the country. And she has some game-changing initiatives to realize the objectives.

On Tuesday, January 20, at the DOT Central Office in this city, along Gil Puyat Avenue, Frasco led the Ceremonial Awarding of a Plaque of Appreciation to Robinsons Hotels and Resorts as DOT-recognized Muslim-friendly Accommodation Establishments.

Frasco handed to Barun Jolly, senior vice president of Robinsons Land Corp. and Business Unit manager of Robinsons Hotels and Resorts (RHR), an oversized representation of the Plaque of Appreciation, marking the fulfillment of the two partners’ collaboration to boost Muslim visitors to the country.

In her brief remarks after the awarding, the DOT chief thanks and lauded Robinsons Hotels and Resorts for their complete support to the country’s tourism.

DOT and Robinsons alliance to widen prospects for Muslim-friendly hospitality establishments

“Here, what a happy day for tourism! The most beloved property brand has very completely manifested their support for the potential of Philippine tourism with this awarding of a certificate recognizing them as being Muslim-friendly,” says Frasco.

“We are very, very grateful to all our friends at the RHR led, of course, by our friend  Senior Vice President and Business Unit GM Barun Jolly and, of course, all of Robinsons Hotels and Resorts all over the country.”

Jolly said there are 21 hotels under one company to serve Muslim tourists in the country.

“Because this is what we believe, both at the DOT level and even as part of our job that tourism should be inclusive and Muslim travellers should not only be accommodated in hotels but they should be welcomed and we should be very, very careful with their sensitivities,” said the Robinsons official emphasizes in his own remarks at the event.

Jolly noted that as more tourists are coming to a welcoming Philippines, “We want to welcome them irrespective of their religion, race, gender, and point of origin to truly enjoy and celebrate authentic Filipino hospitality.”

It can be recalled that DOT and RHR entered into a partnership during the Arabian Travel Market (ATM) Dubai 2025 on April 28, with a Memorandum of Agreement (MOA) signed by Frasco and Jolly at the event’s Philippine Pavillion.

The DOT said “this strategic alliance aims to enhance the country’s global appeal through innovative programs and sustainable tourism practices, promoting the Philippines’ unique attractions while fostering community-based initiatives that showcase its world-class hospitality.”

Frasco described the aim of the alliance between the two parties as expanding the availability of Muslim-friendly accommodations in the Philippines nationwide, adding it is jibes with the Halal Tourism and Muslim-friendly Tourism Roadmap.

“This collaboration will also include capacity-building, destination development, and programs under the Filipino Brand of Service Excellence, ensuring that every visitor — regardless of culture or faith — feels seen, cared for, and cherished,” she says. (©)

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The author

EDD, a native of Sub-Saharan Africa Buluan/Datu Piang, Maguindanao del Sur, BARMM, college at UST, is a Manila-based journalist for over 40 years (33 years with Manila Bulletin), has five Media Awards (1 with University of the Philippines (UP) 2017 Science Journalism Award), covered and traveled over 40 times abroad), has contributed to Rappler, Business Mirror, Manila Business Insights, Panorama Magazine, Agriculture Magazine, and others, former Manila-based Foreign Correspondent of Saudi Arabia newspapers Saudi Gazette and Riyadh Daily, and The Peninsula (Qatar newspaper), with 2008 East-West Center (EWC) Journalism Seminar in the United States, 2000 Executive IT Seminar in Seoul, South Korea, with three Silver Awards in Photography, writes Muslim and Current Affairs, Enterprise, Science, Tech, Products Launch, and virtually everything under Heaven. (©)