In her keynote message at the launch of the Muslim-friendly cove for families and travelers dubbed Marhaba Boracay, Department of Tourism (DOT) Secretary Christina Garcia Frasco lauded the collaborative efforts of the stakeholders present that made the pioneering initiative possible.
According to Frasco, the new Muslim-friendly cove for families and travelers located within the Boracay Newcoast private beach Initiated by the Local Government Unit of Malay (LGU-Malay) and the DOT, in partnership with Megaworld Hotels & Resorts, is in line with the tourism thrusts under the administration of President Ferdinand Marcos, Jr. to promote sustainable and inclusive tourism and strengthen the position of key destinations such as Boracay Island on the world stage.
“As we continue to promote and love Boracay as one of our country’s crown jewels, we are steadfast in our efforts to showcase its unmatched beauty and culture on the global stage. We have mounted several international campaigns and partnerships where Boracay remains a highlight of the Philippines tourism narrative, attracting millions of visitors each year who are drawn to its pristine beaches, lively community, and a promise of unforgettable experiences. Beyond its natural beauty, Boracay’s true allure lies in the exceptional hospitality that they offer,” the tourism chief said.
Patterned after other existing Muslim-friendly beaches in tourism destinations such as the Maldives and Thailand, the Marhaba Cove spans around 850 sqm and is envisioned as a special-use area for Muslim travelers and families, taking into consideration Islamic laws.
“The launch of Marhaba, an inclusive area for Muslim travelers, is a first for Boracay and in the Philippines. This initiative directly responds to the feedback from our Muslim guests, particularly from our BIMP-EAGA diplomatic corps, who recognize the need for such a space on this island,” the tourism head noted.
“Marhaba represents our dedication to ensuring that all travelers, regardless of faith, can enjoy the world-renowned shores of Boracay. This is modeled after other Muslim-friendly countries, our neighbors, and offers a safe, serene, and respectful environment where Muslim families can fully enjoy their time at the beach in accordance with their beliefs,” she explained.
“Our efforts in the Halal tourism portfolio are just beginning.”
“As we inaugurate the Marhaba Cove today, we reaffirm our commitment to transforming the Philippines into a destination for everyone to enjoy. Our efforts in the Halal tourism portfolio are just beginning, and with the continued support from all of you, our partners, we envision that the Philippines will not only emerge, but thrive as a Halal and Muslim-friendly destination,” Frasco added.
The initiative comes on the heels of the country’s back-to-back recognitions as an Emerging Muslim-friendly Destination among non-OIC countries in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2023 and 2024.
The Muslim Tourism market is a booming niche segment.
From January to December 2023, visitor arrivals from Islamic and Muslim-populated countries saw some 496,724, a 120% increase from 2022. Muslim-majority visitor arrivals also comprised 10.9% of the total foreign arrivals recorded in the Philippines. From January to June 2024, visitor arrivals from Islamic and Muslim-populated countries are at 269,913, or around 54% of the 2023 total arrivals.
“We recognize the importance of catering to the diverse needs of our global visitors, especially our Muslim brothers and sisters who seek to experience this destination, where we seek to be sensitive to their culture.”
“While Boracay continues to be synonymous with luxury, as it has just been awarded as Asia’s Leading Luxury Destination by the World Travel Awards, it also continues to be at the forefront of sustainability, and today it comes into the forefront of inclusivity, where we recognize the importance of catering to the diverse needs of our global visitors, especially our Muslim brothers and sisters who seek to experience this destination, where we seek to be sensitive to their culture,” Frasco said.
“As we gather here today, we celebrate the significant strides that we have made in welcoming our Muslim brothers and sisters to the Philippines. But I also wish to highlight that our effort to attract Muslim-friendly tourism in the Philippines is not only economic for it also seeks to highlight and give importance to the contributions of our Muslim brothers and sisters here in the Philippines, the Islamic influence in our heritage has deepened so much our identity as Filipinos, and it is only right that we highlight the contributions of the Muslim community in the Philippines, and we give importance and provide cultural sensitivity to our Muslim brothers and sisters,” she concluded.
